AI tools & the future

Build a rock-solid foundation.
Then scale in style with AI tools.

AI tools

To AI or not to AI? That is the question. Let’s be pragmatic about this. If you need to incorporate AI workflows into any kind of writing, from internal emails to external marketing copy, it can help to think of generative LLMs as being like the super confident but junior copywriter who’s just joined your team.

Before they start to write for your business, they need a solid understanding of what you do and why, your business strategy, and your customers. It’s the same with AI tools.

The more specific you can be and the more information you can provide upfront, the better the LLM’s output will be, and the less you’ll need to edit.

This has a knock on effect of raising the quality of communications from teams who aren’t trained writers, but who still need to communicate with colleagues – making life easier across the business.

So, let’s start at the beginning.

Define your brand voice

Tools like Copilot and Claude can produce words on a page, but are those words adding any value, resonating with your readers, creating meaning, or making connections between you and your buyers?

To prompt an LLM to generate words for you, it helps to know what good sounds and feels like for your brand. This means doing the deep thinking and work that goes into defining your brand voice.

That means working to understand your audiences, what they respond to, and writing to meet their wants and needs.

Because once your brand voice is in place, you can use AI to scale your communications

Accelerating marketing execution

I’ll help you develop a unique AI-ready playbook with the templates, guidelines, and guardrails LLMs need to write for your business. With plenty of examples of what good looks, sounds, and feels like. So you’ll know what good sounds and feels like and can see when you’ve got where you need to be.

Every draft will need the‘human-in-the-loop’ sense and fact checks to add the nuance that will make the LLM’s words your own. But, with the right guidelines and instructions, AI tools can help your teams produce on-brand first drafts of routine blogs and social content and generic landing pages at scale. Saving time on marketing execution, and getting a solid ROI from enterprise LLMs like Copilot.

Do more with less

From hallucinations to meaningless words on a page, AI tools need your detailed input and close guidance to produce writing that’s sounds anything like it’s been written by:

1. A living, breathing human being
2. Someone who knows their way around your business
3. Someone who understands what potential customers want and need
4. Someone who can add meaning
5. How to convert those potential customers into actual customers

A word of caution

AI can’t make strategic decisions about what to say, to who, and why. Or handle multi-stakeholder, politically nuanced communication, and high-trust writing in regulated sectors like government, education, healthcare, and secure logistics.

If you need high-stakes writing, I provide the editorial leadership and experienced human oversight you need to ensure coherence and consistency – and writing in your distinct brand voice.