As generative AI grows in popularity and intelligence, more companies can use this tool to help create content for their marketing and communications efforts. From advertising copying to graphics to full-fledged video, Genai has the ability to significantly reduce the time spent on creative projects.
But what the experts save in time is often exchanged for robots, fake tones and sensations that can be offensive to the customer. But that doesn’t mean you need to completely remove genai from your tool belt. Here, 14 Forbes Communication Council experts share top tips to make AI-created content feel less robotic and more “real” and why communication and marketing professionals need to understand why they are key to connecting with their audience.
1. Remove unnecessary “fluffs”
When editing AI-written content, you can retrieve a lot of fluff words to use. Often, they’ll overboard on the descriptor and don’t sound like a human, so they’ll take a copy and edit it and sound as if they’re talking to friends. It helps to revert “humans” back to copy. – Sarah Lero, Al Hoover
2. Include the company’s comments
When leveraging content created by AI, make sure that team members overlay their company’s voices so that they can recognize and trust the shared stories. When using AI as a companion tool and the only tool, the content is powerful, authentic and delivered very efficiently. -Camille Weleschuk, ATB Financial
3. Use the right tools
Use the right tools, such as Adobe Firefly. These tools can take short ones and transform them into more human and real visuals and stories. -Bhavesh Gupta, Unilever
4. Use AI and don’t think about it
AI content feels the robot when it is merely a robot response. AI can’t replicate two important parts of truly amazing content. It is human judgment and critical thinking. Viewers know when you outsourced your ideas, and they’re separated. For Comms Pro, it’s a matter of reliability. AI needs to cut back on work, not replace effort. Don’t think about it, use it to refine it. Otherwise, why would someone have to go out of their way to read it? -Rebecca Takada, Outfoxr
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5. Check the prompt details
The key to AI is the specificity of user prompts. This includes insights and messages from key audiences. Think of it as something like creating a brief for a tool. The better the brief, the better the results. Once details are communicated properly, users will need to edit and update the content to get the correct audio. So rounds of reviews with AI are equally important! -Andrea Ruskin, Blum Consulting Partners, Inc.
6. Layers of human experience and perspective
Creating content with AI risks losing small touches that remind you of real emotions. The best way to keep that soul alive is to fix what AI produces with the experience and perspective of real human beings. This means overlapping personal anecdotes, embodying the sensory details, ensuring that the final words are not mathematically accurate, but are based on empathy and relevance. – Joshua Stratton, Saxam
7. Adjust content for your audience
AI helps to collect large amounts of information from multiple sources and synthesize it at a faster rate than most people. However, people create connections, trust and value. One way AI-generated content feels like less robotics is to adjust viewers’ emotions, examples, and intense points. Writing from the author’s perspective and story tone sets the audience fire and acts. – Melissa Sierra, Usim
8. Have another person do the final edit
Make sure your team members edit and refine AI-generated content to make sure they actually talk to you and your brand before they’re published. AI can help you generate ideas and create content, but don’t forget to add a human touch. While AI can be trained to reflect the tone of your brand when generating content, the final human editing will help remove the robot’s feel and keep the content authentic and attractive. – Victoria Zerefsky, Anne Arundel Economic Development Corporation
9. Use specific examples and details
It focuses on concrete examples and specific details to make the content feel authentic. “AI can improve efficiency,” and “AI systems have reduced bill processing times from four days to six hours.” Balancing multiple perspectives by discussing both advantages and limitations. We use real metrics and results to share real case studies showing where AI works and where it’s missing. – Joan Yamani, Adia
10. Place the writer in the driver’s seat
If you use AI, the content writer must remain the main driver. AI should be used as a research tool that helps shape content rather than building it. It should help generate ideas, generate research topics, and outline stories, but content writers should never lose their human voice. – Joe Ariganello
11. Co-created content with various stakeholders
Blend AI with a real user experience by co-creating content with employees, customers, brand ambassadors and influencers. Their insights, voices and perspectives serve as valuable input to train AI, ensuring that the content is authentic, human and aligns with the brand’s purpose. Use AI to strengthen human connections. – Mark Rainey, Inkst Consulting
12. Focus on reliability
Focus on reliability to make AI-generated content feel more human. It uses natural phrases, various sentence structures, and personal insights. Avoid common AI traits like “imagine this” and overly sophisticated perfection. It injects personality, humor and real-world context. This is important to maintain audience trust and engagement, ensuring that AI supports storytelling rather than exchanging storytelling. -Antony Robinson, NovalNet AG
13. Adding tips for humanity
Adding human hints, such as emotions and personality, is the quickest way to make AI-generated content feel more organic. Incorporating storytelling, humor, or personal perspectives makes it more relevant to readers. Viewers are increasingly drawn to authentic content that resonates with them, and these small details can greatly increase engagement and increase brand trust. -Toma Sabaliauskiene, Nord Security
14. Save AI for non-customer content
Simple – Use AI to develop key content in the first place. If you rely on AI to create content for your customers, you’re just stirring up the same things as everyone else. True originality comes from human insight, creativity and reliability. Store AI for technical manuals where robot accuracy and automation is important and there is little room for emotion. -Alex Goryachev,Alex Goryachev
