How can brands leverage AI for authentic storytelling?
The world of content creation is changing. Artificial intelligence (AI) is reshaping how we approach creativity, offering both exciting possibilities and increasingly complex challenges.
Brands are exploring AI as a tool to streamline content creation, personalise marketing and stay competitive. But AI is nuanced – it’s not a miracle solution, but a sophisticated tool that requires thoughtful implementation.
The way brands choose to approach AI in content creation will determine whether the results are innovative or uninventive. In recent years, some brands have rushed to use AI to maximise efficiency, placing too much trust in the technology and forgoing human oversight entirely.
The result? Cautionary tales of untrustworthy, inaccurate content.
A double-edged sword
CNET and Bankrate’s experiments with AI-generated finance articles resulted in content that offered misleading financial advice to readers. Some articles contained subtle errors that could misinform readers unfamiliar with the subject, highlighting the critical need for human expertise and careful review.
Sports Illustrated is another example of careless AI content creation where efficiency was prioritised over authenticity. The magazine published articles with AI-generated author profiles and headshots, using the technology to create fictional writers who existed only on their website.
This mishap not only confused readers but undermined trust in the publication, leading to significant reputational damage. While the brand disputed the claims, the backlash was so severe that it ultimately led to the CEO’s dismissal.
These instances underscore an important point: AI requires careful, strategic application.
Innovation with integrity
Of course, there are successful cases that show how brands can strike the right balance between AI and human creativity.
One such example comes from the earlier days of AI-powered content creation. Lexus’ collaboration with IBM Watson treated AI as a creative partner. The venture used AI to create a TV advert, ensuring the technology analysed years of award-winning campaigns to uncover patterns in emotionally resonant storytelling.
But AI didn’t replace human ingenuity; it provided insights that shaped, rather than dictated, the final script.
The project also used an academic study and brand data to inform the final results. By blending data-driven intelligence with human intuition, Lexus demonstrated an approach that enhanced creativity without sacrificing authenticity.
This balance – leveraging AI’s efficiency while maintaining strategic oversight – remains the difference between innovation and creative dilution in content today.
A creative partner
Whether you’re writing a blog post or producing TV adverts, the difference is human oversight. Strategic thinking. Embracing the possibilities that technology offers while safeguarding the need for a balanced, collaborative approach.
We are witnessing a fundamental shift in the possibilities of creativity in a technology-driven world. AI is no longer just about efficiency – it’s about creating genuine value for brands and those that engage with their content.
The most powerful applications don’t dismiss the value of human creativity; they look for ways to enhance it. Of course AI can generate content, but the most compelling storytelling still requires human nuance, emotional intelligence and a deep understanding of the audience.
Looking ahead, transparency will be crucial. Brands must be clear about their AI usage, tackling taboo and showcasing how these tools are integrated into workflows while maintaining the authenticity of their brand voice.
The goal is to show how technology can drive innovative content creation while respecting the principles of genuine storytelling.
In the spirit of that transparency, AI played a role in shaping this piece. I used it to gather examples of AI in content creation, refine the alignment of my ideas and outline a rough structure. But the writing, editing and final storytelling remained human-led. My role simply shifted from solely a writer to collaborator and editor.
In this new era of content creation, the most successful brands will be those who view AI as a powerful ally, not a silver bullet.