How to humanise your brand in a world of AI generated content

It's now impossible not to come into contact with artificial intelligence in some form or other in the modern world. Be it AI chatbots, AI powered assistants or software enhanced with AI. On social media especially, you’re now very likely to come across a whole range of content, including videos, that have been generated solely through the use of AI. Whilst artificial intelligence can open up huge opportunities, many brands are actively setting themselves apart from the generic generative AI content to maintain and prove their authenticity. So what can you do to humanise your brand in a world of AI generated content?

What is artificial intelligence?

Artificial intelligence or AI is a form of technology that simulates human intelligence by using computer systems to perform complex tasks normally done by humans. AI is a technology that allows computers to learn, problem solve, reason and even create in ways that previously required human intelligence. 

AI is not limited to one technology however, but instead encompasses a broad field of technologies such as machine learning, deep learning, natural language processing and computer vision. 

What is generative AI?

Generative AI or Gen AI is a form of technology that allows computers to create complex and original text, images, videos and other content. To do this, generative AI creates work which is informed by the data they have been trained on, creating something similar but not identical.

Generative AI is most likely the main form of artificial intelligence with which you’ve come into contact, especially if you work in a marketing field. It can be used to generate content, often with mixed results, or give you a starting point from which to work, like a first draft of a blog you’d like to write.

How to assert your brands humanity

There are many ways you could set your brand apart and make it feel more human to those interacting and consuming your content online. Showing the human stories behind your work, championing imperfections, showing the behind the scenes and finding a distinctive voice are all ways that this can be achieved.

Show the people behind your brand

People connect with other people, so harness the power of video to share the stories of the people who make your organisation tick, deliver the top-tier service to your clients or engage with the public. 

Many organisations are made up of people with diverse backgrounds and skillsets, which have been honed over many years. Use this to your advantage and put your team front and centre. Whilst highlighting the knowledge and abilities of your staff and volunteers, it also gives your audience the opportunity to create a deeper connection with your brand by building a relationship with your team.

Don’t cut imperfections 

The one thing artificial intelligence can’t be is human. Humans aren’t perfect, we make mistakes. So use that to your advantage. 

This might mean leaving in the umms and pauses in a video when someone is being interviewed or speaking on camera. It might mean filming handheld footage which feels more authentic and unpolished. It could also be capturing the unscripted and natural moments during a conversation or whilst someone is working.

Creating content which feels raw, with human imperfections, can make it feel more natural and human-made.

Lead with your story

The one thing that defines a good piece of content, human made or not, is the story. Is the story you’re telling engaging enough and told in such a way that it will resonate with your target audience? 

Your viewers need to be given a reason to watch your video and the story you’re telling is that reason. Whether you’re sharing the ups and downs of running your business, introducing us to a volunteer who has given up their free time for your charity or showing how you are delivering a project. Capture the unfiltered take on the story you want to share with the world and use it to establish your distinctive voice online.

Go behind the scenes

Aside from you, ask yourself who else knows what goes on behind the scenes in your organisation. Does anyone else know all the work, time and effort your team puts into creating an event? Have you ever shown the traditional crafts you adopt to deliver a project or create a product? Do people know what challenges you face and how you overcome them?

By taking your audience behind the scenes and pulling back the curtain on your operations, you open up a huge opportunity to showcase your work in a different light. Behind the scenes content also offers a way in which you can further build and solidify trust in your brand, as your customers, visitors or the general public get a glimpse into the work that goes on when they’re not around.

---

We’re Sheeran Media

You might have reached the end of this article and thought that you’d like some help from the professionals to create your next video or podcast. 

We're Sheeran Media, a bespoke content production company with expertise in video and audio production. If you have a project you need support with, then get in touch. We’d love to help!