Tone and Voice for Brands in the AI Age: Finding the Write Balance
AI is everywhere. Look out behind you! Just kidding—unless you’re standing in front of a smart fridge.
When not even our produce is safe from AI, it’s no wonder the technology found its way into marketing as well. As more and more users utilize AI-powered search engines and chatbots, there’s a new land of opportunity for marketers to stake their flag into. Brands and marketers are trending towards shifting messaging to a more robotic tone, assuming that AI-friendly language is the key to ranking higher and driving engagement. However, if everyone is writing for AI, what about the people?
Pleasing Both Bots and People
AI has changed the landscape, but if you’re trying to make a lasting impression, you need to differentiate yourself with a personalized and human touch. In other words, don’t let AI fully dictate your tone.
Simpler is Not Always Better
It’s easy to assume that because AI chatbots or search engines are optimized for quick, digestible information, content needs to be simple and stripped of flair. The reality is that while there are steps you can take to ensure your writing is AI-friendly (such as using clearer structures or keywords), that doesn’t mean you need to turn your writing into a dry, robotic monologue. In fact, the more you try to “simplify” your content, the more you risk sounding indistinguishable from the masses.
Let’s be honest: everyone’s trying to optimize for AI these days, which means there’s a lot of generic, lifeless content out there. So, if you want your brand to stand out, you need to inject authenticity and character into your tone. That’s the secret to connecting with your audience on a deeper level—by offering something memorable and relatable, not just efficient and easy to read.
Personalization Is Key
The key to effective communication—whether it's with AI or humans—is personalization. People want to feel like they’re engaging with a brand that truly understands them. That means going beyond a one-size-fits-all corporate language and finding ways to speak directly to your audience's interests, desires and pain points. This is where tone comes in.
Your tone isn’t just about the words you use—it’s about the emotional connection you create. Whether you're witty, empathetic or authoritative, your brand’s tone should reflect who you are and what you stand for. In an AI-driven world, being personable and relatable helps humanize your brand, making it easier for your audience to connect with you.
For example, brands that rely on humor or storytelling can thrive in this age of AI because they offer something that AI cannot easily replicate: personality. Humor and engaging narratives are what make people come back—not just information that’s been spit out by a machine.
Balance AI and Human-Centered Writing
While it’s essential to have content that’s optimized for search engines and AI-driven tools, it’s equally important to remember that the user experience still matters. A robotic tone might get you ranking higher for short-term visibility, but it won’t build brand loyalty or trust.
Here’s the deal: AI can help you with data analysis, trending keywords and streamlining processes, but it can’t replace the power of human-centered writing. As much as AI helps us navigate the digital world, it still lacks the emotional intelligence and empathy that brands need to engage their audiences meaningfully.
That’s why a personalized tone—one that speaks directly to the human experience—is so important. Whether you’re using AI to draft content or refine strategy, always aim for a voice that feels like it’s coming from a real person behind the screen. Aim for consistency, clarity and relatability, while avoiding the temptation to over-simplify for the sake of optimization.
Stay Human, Stay Authentic
In the age of AI, it’s easy to lose sight of what makes your brand unique. Don’t let the fear of AI oversimplifying your content lead you to adopt a robotic tone. Instead, use AI as a tool to enhance your messaging, while staying true to the voice that sets you apart. Personalization, authenticity and relatability are still the best ways to connect with your audience, and those are elements that AI cannot replace.
In other words, when it comes to tone and voice, don’t just write for AI—write for your audience.
Ateeq Rehman,
Account Manager