How to Use AI for Brand Messaging

SaaStr made one thing painfully clear: Everyone is using AI. But only a few have a real process. That’s why one session stood out. Not only for the best slides, but for the content on them. It was from my alma mater, Navneet Singh, now VP of Marketing at Palo Alto Networks. His talk was on AI in marketing  and it didn’t repeat the usual stuff. No “AI will change everything” slides. No ChatGPT worship. Instead, he shared the exact framework they use internally to write better prompts, faster: RISEN. Here’s the breakdown: R – Role - Tell the AI who it is (copywriter, marketer, strategist) before it begins. I – Input - Feed it real context. Data, audience insight, actual messaging problems. S – Steps - Break down what you want in steps. Don’t just say “write a blog.” Tell it how. E – Examples - Show the tone, format, or structure you’re aiming for. AI imitates patterns better than it invents them. N – Nuance - Tell it what to avoid, what not to say, or how to sound, this is where prompts go from generic to gold. Navneet also shared two tactics that stuck with me: 1. Chaining multiple AI tools Instead of using one tool for everything, they combine several: → One for idea generation → One for tone refinement → One for fact-checking or pulling internal data Faster, cleaner, more reliable output. 2. Training custom GPTs to scale brand voice Fine-tuned on internal docs and past campaigns, so anyone across the org can generate content that sounds on-brand - instantly. We’ve already started testing this at Mailmodo. Big takeaway: AI doesn’t need hype anymore. It needs systems.

Here are 5 tips for #commspros using #AI, based on conversations I’ve had in the past couple of weeks: - Good prompting is everything. Treat AI like a helper who’s eager to help but needs clear instructions. Be specific and conversational in your prompts—don’t just ask for “a comms plan”; give it context, audience details, and desired outcomes. You’ll get much better results. - AI is your sidekick, not your replacement. Use AI to handle repetitive, low-value tasks (like summarizing data or drafting outlines) so you can focus on what matters: strategy, creativity, and connecting with your audience. - Don’t skip the human touch. AI might generate the first draft, but only you can infuse the heart and nuance that resonates with people. Use your expertise to make it authentic and audience-specific. - Experiment, iterate, repeat. AI is a tool, not magic. The first draft may miss the mark, and that’s okay. Treat it as the start of a creative conversation—adjust, refine, and build until it’s ready. - Know your tools. Generative AI is more than ChatGPT. Explore platforms for transcription, translation, visual creation, and real-time insights. The right tool can amplify your work in ways you didn’t expect. How are you using AI in your #commsjobs?

The most frequent question I’ve been getting from marketers is ‘how do we use AI and still stand out?’ Most marketers are using AI to save time and are losing their brand voice. The key is to use AI to sound more like you... In the last 6 months, I’ve helped dozens of businesses match their authentic voice, so they can reach more people without losing the soul behind their brand. If you don’t evolve how you use these tools, AI will replace parts of your marketing. But if you get clear on your brand voice and strategy, AI becomes your amplifier, not your downfall. Here’s what I’ve learned about using AI to scale trust, not just content: 1. AI is only as good as you train it.  If you feed AI generic inputs, you’ll get generic outputs. I upload my past posts, publications, podcasts, and even phrases like "WERK Your Brand" so AI learns how I actually sound. The more intentional you are with training, the more authentic your content stays. 2. AI is a tool, not your voice.  Yes, AI can draft faster than you ever could. But raw AI copy lacks soul. Every piece of content I publish requires human refinement. That final edit is where your expertise, personality, and connection come through. 3. AI can hallucinate, don’t over trust it.  AI is smart, but it’s not always right. I’ve seen it generate facts that aren’t real and suggest ideas that don’t align with brand strategy. Use AI to spark ideas but always check its work. You are the strategist; AI is just the assistant. None of this matters if your audience doesn’t feel you behind the words. If you're trying to navigate AI without losing your magic, I'm here for that conversation. Drop a 💜 or DM me. #AI #ContentStrategy #LIPostingDayApril   

"AI doesn't need to get better. You need to get better at using AI." After almost 300 episodes, THIS is one of the most important episodes I've ever recorded. Why aren't you getting the results you want from AI? 🤔 The issue is that AI knows the entire internet and more - but doesn't know anything about your brand. Until you inform it. You've got to "bring your data to the party" and create what Russ calls AI Marketing Hubs. 🎉 What's an AI Marketing Hub? 𝗜𝗻 𝗖𝗵𝗮𝘁𝗚𝗣𝗧: • AI marketing hubs are created using "Custom GPTs" • Custom GPTs allow you to build a specialized version of ChatGPT with your own knowledge base • This is a bit "clunky" but still quite easy to do 𝗜𝗻 𝗖𝗹𝗮𝘂𝗱𝗲: • AI marketing hubs are created using "projects" • Claude's projects feature allows you to start a new project and upload information into its knowledge base • It will consult this project-specific knowledge before using its general knowledge The goal is to arm the AI with as much relevant information as possible about YOUR specific business. 🎯 We're talking: • Customer Personas 👥 • Product descriptions 📝 • Product reviews and customer feedback ⭐️ • Competitor data and analysis 📊 • Sample marketing materials 📈 ...and more AI Marketing hubs help eliminate the "cold start problem" where you have to re-prompt the AI with context every time you use it. ❄️➡️🔥 With a hub or project, the AI retains the context and knowledge specific to your business. Now you can collaborate with AI just like it's your copywriter, research assistant, marketing analyst, or even a junior CMO. You're not competing against AI; you're competing against people who use AI. 🏆