How to use AI for content without losing your brand’s voice

You want AI to give your team more capacity. You do not want your website to start sounding like every other business using the same tools.

The solution begins before the draft. If the brief contains generic promises and a few adjectives about tone, the writer has very little distinctive material to work with.

To use AI without losing your brand’s voice, give it specific expertise, usable writing rules and a clear job to do. Then review both the meaning and the language.

At Re-Imagine, we have worked with AI since 2021 and built our own technology. Our view is that the best opportunity comes from combining that capacity with people who know what the content needs to achieve.

Start with what your brand knows

Brand voice is partly about language, but it also comes through in the details you choose, the advice you give and the promises you are prepared to make.

A delivery specialist may know the question that delays most projects. A founder may be able to explain why the business rejects a common industry practice. A customer adviser may know which product distinction people routinely misunderstand.

Capture that knowledge before asking for copy. Otherwise the tool is being asked to create distinctiveness from an empty brief.

Our existing tone of voice process starts with understanding the business and translating that into guidance. The same groundwork is useful when AI supports production.

Replace vague tone adjectives with editing decisions

“Confident, friendly and expert” can describe thousands of brands. Make each principle usable.

• Confident: make a clear recommendation, explain the reason and state relevant limits.
• Friendly: address the reader directly and use language a customer would recognise.
• Expert: explain the practical detail that changes a decision.
• Direct: lead with the customer’s problem or benefit, then support the point.

Add examples from approved work and explain why they are good. Include expressions to avoid only where they reflect a meaningful preference, rather than building an endless list of banned words.

As an independent example of usable guidance, GOV.UK’s tone guidance connects voice with specific choices such as conversational language and direct address. Your brand should have its own principles, but they need to be equally actionable.

A worked example: from generic copy to useful copy

The following wording is an illustration of the editing process, not a claim about a particular model’s output.

Imagine a specialist consultancy whose approved offer includes reviewing five priority pages, speaking to the delivery team and producing a prioritised action plan.

Generic version: “Unlock your potential with our innovative, bespoke solutions. We leverage cutting-edge expertise to transform your digital journey.”

Edited version: “Know which pages to fix first. We review your five priority pages, speak to the people delivering your service and give you a clear plan for what to change.”

The second version works because it leads with a benefit and supports it with the actual offer. Replacing “innovative” with a more unusual adjective would not have achieved that.

The five-page scope belongs to this illustrative scenario. It is not a description of a standard Re-Imagine package.

Give every brief six essential inputs

1. Reader: who they are, what they already know and what they need help deciding.
2. Purpose: the useful action or understanding the page should support.
3. Approved facts: the offer, capabilities, limitations and source material.
4. Expert contribution: the explanation, example or judgement that adds something distinctive.
5. Voice: a few actionable rules and annotated examples.
6. Review: who checks factual accuracy, commercial suitability and final wording.

Mark unknowns explicitly. An instruction to leave a gap for review is more useful than a draft that quietly fills it with an invented answer.

Edit in two passes

First, check meaning. Does the content accurately describe the offer? Are sources current? Have qualifiers disappeared? Do examples imply results that never happened?

Then check voice. Is the opening useful? Are sentences clear? Does the wording reflect the brand’s point of view? Can vague promises be replaced with specific information?

Google’s guidance on generative AI content emphasises accuracy, quality and relevance, including reviewing generated material before publication. A fluent draft still needs that review.

For product content, the factual check is especially concrete. Our guide to AI product description generators shows how attractive wording can conceal missing information.

Judge the result by what readers can do

An article is not successful because it sounds human or passes a detector. Ask whether it helps someone understand the problem, evaluate the options and take an appropriate next step.

Use feedback from people who speak to customers. If an explanation still creates confusion, improve it. If readers need evidence, provide evidence rather than adding emphasis.

Our copywriting service combines that editorial judgement with your expertise. For an ongoing programme, explore AI content marketing, or talk to us about building a more useful content workflow.

About the author

Molly Sishton, Founder of Re-Imagine Marketing. Molly combines marketing strategy, SEO and content expertise with hands-on experience of developing AI technology. Re-Imagine has worked with AI since 2021 and developed Sighted, its own enrichment and visibility technology. Meet the Re-Imagine team.

Recognition across our founding team and ventures: Connie Sishton featured among Wales Business Insider’s 25 Rising Stars of Welsh Business in 2025. Molly and Connie’s venture SO-ME won Best Female-Led Startup at Pitch Black Malta. Sighted was selected for Tech Nation’s Breakout 50.