Who’s Really Speaking? AI and Your Brand’s Voice

If your brand were a person, would it still sound like itself if you’re using AI without a writer at the helm?

As more marketers turn to generative tools for writing, it’s not just speed that’s accelerating. Expectations are shifting too, for faster copy, endless variations, and the illusion of consistency. But there’s a growing question underneath it all: if AI is doing more of the talking, who’s really speaking for your brand?

Speed vs. Substance

In our recent survey of creatives, strategists, and writers, 63 percent said AI helps with brainstorming and ideation, and 59 percent said it saves time on repetitive tasks. For many, that’s a clear benefit, freeing up more time for creative thinking and refinement.

But there was tension beneath that efficiency. About one third said AI “dilutes originality,” and nearly 60 percent said it raises ethical concerns. Even among those who use it regularly, the relationship with AI writing tools remains complicated.

“AI feels consistently generic. Even though it’s getting more sophisticated at understanding and imitating users’ tone of voice, it still sounds too bland and upbeat, like every influencer on TikTok.” (Writer / Strategist / Researcher)

Survey respondents who self-identified as Writers describe the results as “flat,” “formulaic,” and “off-brand.” Useful for breaking a creative block, but not a replacement for craft, context, or judgment.

The Illusion of Voice

Forty percent of respondents said AI helps generate first drafts, while another 36 percent use it for editing. That may sound like a dream for productivity, but it raises a deeper creative question: when your process starts with AI, does your final product still sound like you?

“It makes writing sound generic and kills creativity. I worry that things will all end up sounding the same.” (Writer / Content Creator) 

“Text generation that is divorced from meaning is likely to introduce subtle errors that are extremely easy to miss, since the output mimics the confidence of professional expertise.” (UX/accessibility specialist)

A brand’s tone is a very intentional choice because it’s the bridge between what you say and how people feel about you. AI can help you cross that bridge faster, but without a human sense of nuance, empathy, and truth at the wheel, the connection can collapse into sameness. The confidence is there, but the meaning isn’t.

Trust and Accountability

Two thirds of respondents said they’re not fully confident their teams are using AI ethically and responsibly. A striking gap considering the growing client demand for transparency. A few respondents noted that AI disclosures are already showing up in RFPs and procurement questions.

“The expectation it can help to dramatically scale production; lack of understanding of steps required (fact-checking, rewrites, editing); generic style across the board.” (Writer / Copywriter / Content Creator)

Yes, they are concerned about content accuracy, but also about trust. When copy feels automated or off-brand, audiences notice, and the credibility your brand has built over years can erode in seconds. As one UX/accessibility specialist respondent put it, “Clients are asking but do not have real understanding of the technicalities of AI systems.”

What our writers have to say

“For me, AI is a research assistant, a collaborative editor, and an occasional sounding board. On recent projects I used it to comb through 180 pages of archival interview transcripts and produce a summary of key facts for a feature story, to create social posts for various platforms from blogs I wrote, and to tighten copy for new webpage layouts. (And hey — it’s great for vacation planning, too.) But it makes a lot of mistakes, and its assumptions must be constantly challenged. AI is a great tool for experienced writers who know how and when to use it — but it is NOT a great writer.” – Jennifer Matthews, Senior Copywriter

“AI can certainly help save time in research and analysis before the writing begins, but when it comes to creativity and developing a unique voice, humans are still the experts. Plus, as a new mom I can’t help but be concerned about the environmental implications of AI’s insatiable appetite for energy and water. We must be more discerning in how we use it because the current obsession is unsustainable. And, from a purely selfish perspective, I don’t want AI taking away the parts of my job I love most: the joy of creation and connecting with people through writing.” – Jessica Grajczyk, Senior Copywriter

These are the questions we’re asking ourselves:

• Are the AI tools we have access to helping brands sound more authentic, or are they flattening what makes each voice distinct?
• How can we use AI for speed without losing the nuance, empathy, and truth that audiences connect with?
• What responsibility do creative teams have to disclose or contextualize when AI is part of the writing process?

We don’t have all the answers. But as a B Corp and a team that works with values-led organizations, we’re trying to hold ourselves accountable to the bigger picture by keeping human judgment and intention at the centre of creative work.

This blog series is one way we’re thinking out loud and making space for that conversation.

Follow the Series: AI & Purpose
We’re sharing a series of reflections on how AI is showing up in brand and creative work — and what it means for trust, integrity, and impact.

We work with AI. But we’re also watching it closely.
A look at how we’re approaching AI internally and why we’re choosing to reflect on it publicly.

What Your Brand’s Use of AI Really Costs
Exploring the environmental footprint of AI and why it matters for brands with strong values.