I remember back in 2024, when I let ChatGPT write my newsletter. I would give it a prompt. A few seconds later, it handed me a clean, organized article.
Nice structure. Good grammar. But damn… Zero personality.
It doesn’t even feel like me. It sounds exactly like every other LinkedIn post right now.😒
The article wasn’t bad. It just felt like nobody was behind it.
No opinions.
No stories.
No awkward observations.
No human fingerprints.
Just words arranged in the correct order.
And that’s the problem.
Everyone Has AI. That’s No Longer the Advantage.
We’re in the middle of an AI content gold rush.
Everyone can publish faster.
Everyone can create more.
Everyone can sound “professional.”
The problem?
Most of it feels the same, and people are starting to notice.
Research shows that consumers trust brands less when they discover AI is doing work. They want to know a real person is still involved.
Not because AI is evil. Because people want to know there’s still a human somewhere in the room.
The irony is funny. The more content AI creates, the more valuable human perspective becomes.
AI Should Be Your Assistant. Not Your Personality.
I use AI almost every day.
Research.
Brainstorming.
Outlines.
Summaries.
Idea generation.
It’s incredibly useful. But I don’t let it decide what I think. That’s still my job.
The brands winning with AI right now aren’t replacing humans. They’re removing busywork. OpenAI and Anthropic are both hiring copywriters and designers. Why is that?
AI helps them move faster. Humans make sure the work still feels human. That’s an important difference.
People don’t connect with software. They connect with people.
How I Actually Use AI
A few things that have worked for me:
Let AI Do The Homework
Research takes time.
Summarizing reports takes time.
Collecting information takes time.
AI is great at that. Let it gather the ingredients. You still do the cooking.
Rewrite Until It Sounds Like You
This is where most people stop too early. Changing a few words isn’t enough. Read it out loud.
If it sounds like a robot trying to impress another robot, keep editing.
Add your experiences.
Add your opinions.
Add the things only you would say.
That’s where trust comes from.
Tell People When AI Was Involved
This isn’t complicated. If AI helped create something, say so.
Just like this article you’re reading right now, I had both ChatGPT and Claude do the research.
People aren’t bothered by AI. They’re bothered by feeling tricked.
Big difference.
Stop Selling The Technology
Nobody wakes up excited because you used the latest AI model. They care about outcomes.
Did it save them time?
Did it solve a problem?
Did it make their experience better?
That’s the story. Not the software.
Put Real Humans In Front Of The Brand
This is one reason founder-led marketing keeps growing. (this is going to be a whole new topic.)
People trust faces.
They trust voices.
They trust stories.
Especially now. A founder talking about a real challenge will always beat a perfectly generated paragraph.
Give AI Boundaries
Think of AI like an intern.
A smart intern.
A fast intern.
An intern that occasionally sounds very confident while being completely wrong. (I was an intern at a hospital; none of these was me. 😅)
Useful? Absolutely.
Running the company? Probably not.
A Quick Challenge For Next Week
Take a look at your content process.
Ask yourself:
- Is a real person reviewing this?
- Does this sound like us?
- Would our audience know AI helped create it?
- Are we using AI to save time or replace personality?
Pick one piece of content this week. Run it through AI. Then rewrite it yourself.
Compare the two versions.
You’ll probably find the same thing I did. The best parts came from the human.
The Real Opportunity
AI is changing how we work. No question about that.
But brand trust has always been built the same way.
Through people.
Through judgment.
Through taste.
Through experiences.
Through stories.
AI can help you create faster. It can’t replace the things that make people care.
“The brands that win won’t be the ones using the most AI.
They’ll be the ones using AI without losing their humanity.”
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That’s all for now, friend. I’m out, and I’ll see you on the next one.
P.S.
One of the biggest surprises from the research was how quickly trust drops. When people feel a brand is pretending AI-generated content came from a human.
Turns out people don’t mind AI.
They mind fake authenticity.
That’s a distinction worth paying attention to.
A former neuroscience technologist turned brand developer. I help growing businesses build a clear and consistent brand that attracts loyal customers. Over 100 businesses have trusted me to help build their brand.
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