In 2022, the marketing industry experienced a digital gold rush. Early innovators swarmed to ChatGPT, eyeing possibilities to transform experiences, scale outputs, and enhance workflows (among other jargon-forward goals). To their credit, these early innovators were right to rush into the world of generative artificial intelligence (AI). Cut to today, and AI remains at the top of people’s minds and at the top of venture capital (VC) funding charts.
But years later, we now face a necessary question: how much AI is too much?
Unlike gold, AI-generated content and experiences are, theoretically, limitless. So, the issue we must grasp isn’t one of whether we can find AI solutions; it’s of discernment. How are people reacting to the influx of AI-driven experiences? And how should communications professionals use generative AI (Gen AI) solutions to get more work done while retaining brand voice?
From PAN’s recent Brand Experience Report (BXR), the data we gathered from marketing leaders and from everyday customers offered a path forward. Here are three data-backed lessons on how to wield AI solutions without losing your brand humanity:
Lesson #1: Lead with Human-Centric Content
Eighty-nine percent of marketers report their departments’ use of AI has increased in the past 12 months. That’s what we found in our report. What’s more: over a quarter of those respondents say this use has “dramatically increased.”
The AI saturation problem
This is to say: AI isn’t a fringe technology for communications professionals. It’s everywhere and practically ubiquitous with our field now. Log onto LinkedIn and you’ll see the likes of Rand Fishkin, Neil Patel, or Ann Handley discussing AI and its applications to messaging—at least once a week.
You can’t escape AI. And you shouldn’t. It’s here, and the best communications professionals are finding ways to use it so they can write smarter, analyze quicker, and deliver better answers to their audience(s).
But Gen AI has lowered the threshold for creation
Today, anybody can use ChatGPT to produce a (keyword-stuffed) blog post. We’re in the land of quantity. And both algorithms and audiences are catching on. Case in point: our research found that 51 percent of customers want brands to use less AI in their brand experiences.
Human-written content builds brand equity
To stand out, you need to lean on human-crafted content more than ever before. (Notably, that sentiment was echoed by 80 percent of marketers in our survey.)
Sure, use ChatGPT to sketch an outline. Get Otter to transcribe and notate a thought leadership call. Have Perplexity gather relevant sources for a blog. But don’t let these platforms write the thing. Thus far, Gen AI solutions haven’t done a good job of Gary Provost’ing content.
Screenshot of Gary Provost’s “This Sentence Has Five Words” example.
When 82 percent of marketers believe an authentic brand voice is necessary to connect with customers, AI’s inability to write like a human threatens your brand authenticity and equity. Our prediction: In 2025, the brands that write for humans—not algorithms—will capture the trust lost by people who feel AI can function as their company’s thought leader.
Lesson #2: Be Transparent About AI Use, or Risk Losing Trust
Transparency isn’t just a buzzword—it’s the glue holding your brand’s authenticity together. Customers can sniff out AI’s involvement quicker than you think, and when they do, their reactions are telling.
We found that 40 percent of customers feel disappointed when they discover a brand leans heavily on AI for storytelling. Even worse, nearly a quarter of them (23 percent) say this realization emotionally disconnects them from the brand.
Own your use of AI solutions
Here’s the thing: Using AI isn’t the problem. Hiding it—and over-relying on it—is.
Customers want honesty. That’s especially true in an age where their data is constantly being shared (and sold). People are rightfully sensitive about brand ethics. And brands are rightfully sensitive about any liability they may face from partnering with a company that uses AI in dubious ways.
Being upfront about how AI fits into your strategy isn’t waving a white flag; it’s showing that you’re in control of the technology, not the other way around.
3 ways to demonstrate AI transparency
There’s no reason to overcomplicate it. Transparency can be as simple as:
- Labeling AI-created content: Once again, people don’t want to feel duped. So, when you use AI, consider adding a line at the end of your blog like, “AI helped craft the first draft of this blog, but our team brought it to life.”
- Sharing your AI philosophy: Customers love a brand with principles. Spell out how you’re using AI responsibly and why it’s not replacing the humans that give your brand its personality.
- Highlighting when AI wasn’t involved: You may share when AI helped generate materials and/or products. But it’s equally important to note when an effort is 100 percent human. This is what we did with our BXR, coincidentally. We added a simple phrase at the end: “Artificial intelligence was not used in the writing of this report.”
Lesson #3: Scale Back AI for Branding Efforts
Just 19 percent of customers want brands to use AI more in their branding.
It’s easy to see why. Whether it’s overly complicated syntax or the liberal use of gerunds, the hallmarks of ChatGPT writing have become clear to many. Tack on the oversaturation of this AI-generated content, and the general lack of enthusiasm is understandable.
Saturation isn’t the crux of the problem, though; quality is. Our findings revealed that 56 percent of customers believe AI falls short in conveying authentic emotions and personal narratives. Two-thirds of customers even indicated they would leave, or consider leaving, a brand if its storytelling relied too heavily on AI.
So, what should you do?
Use AI solutions to complete “behind the scenes” work
Your brand voice is your lifeblood. It can be the difference between attracting a new audience or turning off an existing one. Don’t let AI solely dictate that. Instead, consider using AI to:
- Analyze performance. Your CRM or CMS may already offer AI-driven performance tracking tools, but there’s no reason you can’t leverage other solutions. This extends your analysis beyond one platform’s capabilities, letting you evaluate everything from SEO performance to customer buying journeys (note: 42 percent of marketers haven’t used it for this purpose yet).
- Generate initial phases of content. We found that 68 percent of marketers believe this is the ideal use case of AI. And we think it’s a great one…so long as AI is only generating the initial phases. My team defines AI’s role in our work as “support, not replace.” You’re the expert—not AI.
- Spark content ideas. No, we’re not suggesting that you simply ask ChatGPT to share 20 content ideas about B2B technology. Use ChatGPT like an interview subject. Have it assume a persona within your ICP, like a CTO, and lead a conversation with it. Tell it to share concerns it’s facing and what pain points it experiences. This roundabout way of persona mapping can help keep your content ideas differentiated and tactical.
Humanity Is Your Brand’s Greatest Asset
AI is here to stay.
The gold rush has persisted—and for good reason. AI is radically reconfiguring everything from medical diagnoses to consumer shopping habits.
But when it comes to building brand equity, one thing remains crystal clear: Customers crave connection. They want to trust that the messages they receive, the stories they engage with, and the products they buy aren’t just churned out by an algorithm.
Our BXR underscored a fundamental truth: AI has the power to amplify human connections, but it can’t replace them. So, when assessing your AI use cases, consider the balance between AI prompt and human touch.
Remember: at the end of the day, PR & marketing are just relationship-building. And the best relationships start when people listen and engage with each other.
About the authors:
Connor Bradshaw is a Content Marketing Manager for PAN and has spent the past four years writing in the B2B tech space – first for emerging growth brands and now for PAN. Other interests include: thinking of good headlines and opening even more tabs on the computer. Check out some of Connor’s work on PAN’s website: pancommunications.com
Alyssa Tyson is a Senior Marketing Manager for PAN with 15 years of experience in content, digital marketing, and performance analytics for B2C and B2B brands – energized by memorable brand experiences and year-round iced coffee. Follow PAN for more insights that empower possibilities.
