How do we differentiate messaging where using AI is the norm?

To truly differentiate our messaging so it doesn't sound like generic AI, I focus on two key principles:

1. Competitive Differentiation:

• Deep Dive into the Landscape: I start by thoroughly analyzing the competitive landscape. What are our competitors saying? What are their strengths and weaknesses? Where are the gaps in their messaging?

• Identify Unique Value: This analysis helps me pinpoint what truly makes our product unique. It could be a specific AI capability, a unique data set, a focus on a particular industry or domain expertise, or even a different approach to AI ethics and responsibility.

• Craft a Distinct Narrative: Once I have a clear understanding of our differentiators, I craft a narrative that highlights those aspects and sets us apart from the competition. This narrative should be clear, concise, and compelling, avoiding generic jargon and buzzwords.

2. Brand Voice and Tone:

• Authenticity over Buzz: I'm very conscious of maintaining our brand voice and tone in all our messaging. This means avoiding overly generic or "fluffy" language and ensuring that our communication feels authentic and genuine.

• Humanize the Message: Even when talking about AI, I strive to humanize the message. I focus on how our AI solutions empower people, solve real-world problems, and deliver tangible benefits.

• Careful AI Assistance: AI tools can be helpful in generating ideas and refining messaging, but I use them cautiously. I always review and edit the output to ensure it aligns with our brand voice and avoids generic AI jargon. This is where I keep editing and refining to make it perfect for my audience.

AI is an incredible tool, but relying on it to generate creative outputs can be a trap. Large Language Models (LLMs) are trained on vast datasets from the internet, which means their outputs inherently reflect existing content rather than breaking new ground. If differentiation is the goal, using a tool that replicates patterns from the past won’t get you there.

Instead, AI shines in areas like competitive analysis, desk research, summarization, and refining internal communication for clarity—all of which help marketers write better briefs. When our strategy and inputs are sharper, our creative teams can craft messaging that stands out.

Humans—and our users—are deeply creative. AI should support, not replace, that originality. Let’s use it to enhance our thinking, not replace it.