Why a Personal Touch Still Rules in the Age of Automation

If you’re like most business owners I talk to, you’ve probably been eyeing AI tools like ChatGPT or Claude to help write your newsletters, marketing copy, or social media content.

I get it. These platforms promise faster, better, and easier ways to get all your business communications out the door.

And to be fair, AI can definitely be a major time-saver. My team and I use ChatGPT and it’s been a huge help, especially when it comes to brainstorming topics to write about and fleshing out marketing plans.

But here’s the thing – AI tools like ChatGPT or Claude are tools, just like a calculator is a tool.

And as we all know, just because you have a calculator doesn’t automatically make you a mathematician.

I recently set out to write a brand positioning workbook that would help new entrepreneurs discover their unique brand position before wasting valuable time and energy on websites and social media posts that might do more harm than good (coming soon).

So, I enlisted ChatGPT to help speed things up.

At first, it was great – it gave me lots of suggestions, outlines, and content.

But as I read through it, I found myself raising an eyebrow more and more often.

Some of the content simply wasn’t correct.

You see, AI can easily mix up marketing concepts or overlook crucial nuances.

And as I developed that workbook, I discovered it was missing critical things that I’ve picked up on over the years that can help entrepreneurs and small business owners with their brand positioning.

So, I started pushing back.

“Are you sure about that?” I’d ask.

“Shouldn’t it include [fill in the blank]?” or “What about [insert alternative suggestion here]?”

Time and time again, ChatGPT would say, “You’re right Susan. Let me adjust the copy.”

And here’s the big takeaway: If I didn’t already know my stuff – my own brand positioning, marketing principles, brand voice, and so on – I might never have caught those errors.

As a result, I may have pushed out flawed messaging, causing confusion for my clients and damaging the credibility of my brand.

The other pitfall I see is that AI can inadvertently produce content that screams “robot”.

Have you ever come across blogs or social media posts that feel too polished, stiff, or formulaic, and you know you’re reading something a machine churned out?

When that happens, brand trust takes a big hit – especially right now, when AI isn’t yet universally accepted.

If your audience senses your content was spat out by a bot and never given a personal human touch, you risk coming across as inauthentic, careless, and even apathetic.

For service-based entrepreneurs including coaches, consultants, naturopathic doctors, and more – where trust is often the deal-breaker in client relationships – that’s the last thing you need.

This is where many entrepreneurs and small business owners run into trouble. They dive straight into AI and expect it to churn out a perfect marketing plan, website content, or social media campaigns.

They figure, “Well, if AI says so, it must be right!”

But the truth is, if you don’t have a solid understanding of brand differentiation, marketing funnels, and your unique value proposition, no AI will save your content from falling flat or even hurting your reputation.

I get it. You’re juggling a zillion things like client acquisition, budgets, lead generation, day-to-day admin, etc.

You want more time, more clarity, and less stress.

So yes, AI can help you streamline some of that. But it is not your complete marketing or branding strategy.

Think of it as a smart helper or an advanced assistant – not the boss of your business messaging.

As I keep telling my team and our clients, AI is here to stay and will only be more and more a part of our lives over time. In fact, I dare say if your business is not embracing AI technology, then you risk becoming obsolete.

Having said that, I encourage you to use it to your advantage and become more efficient, free up brain space, and tackle all the items on your plate.

But as mentioned, AI is just another tool, and it can’t replace your expertise, your empathy, or the unique perspective you bring to your community.

So, let’s embrace the best tools available while remembering that our heart, expertise, and individuality are ultimately what help us stand out in the marketplace.

AI can never replace that, and frankly, I believe that’s exactly what your prospective clients want from you: genuine guidance that addresses their concerns, meets them where they are, and reassures them that they’re making the right choice by working with you.

What do you think? Have you spotted any obviously AI-generated content yet? And if so, what impression did you get as a result?

Ready to stop struggling with AI and your brand marketing?

I’ve been helping entrepreneurs define their authentic brand voice for more than 20 years. If you’d rather focus on running your business than wrestling with AI tools, let’s chat about how my team and I can handle your brand marketing strategy while you get back to doing what you do best.

Book your free 30-minute discovery call today and let’s explore how we can help you stand out authentically in a sea of AI-generated content.

About the Author, Susan Friesen

Located in the lower mainland of B.C., Susan Friesen is a visionary brand strategist, entrepreneur, and founder of British Columbia’s premiere boutique web development and digital marketing agency, eVision Media.

With over 20 years of experience in the industry, she is an expert in helping businesses establish their online presence and create a strong brand identity.

Her passion for empowering entrepreneurs and small business owners to succeed in the digital world has earned her a reputation as a leading authority in the branding and marketing industry.

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