AI has transformed the way that creatives and marketers write copy. Sometimes the results are great, but sometimes… not so much.
For content that’s long, templated or research-heavy, AI’s often good enough for many. But for messaging that sits closer to the brand – straplines, value propositions, campaign copy – the stakes are higher. This is where tone, clarity and control matter most. It’s where good enough doesn’t cut it.
Warning: big but ahead
At SIM7, we’ve been exploring the intersection of AI and brand messaging for the past 18 months. As a language-led creative consultancy, we don’t see AI as a shortcut or a replacement for human copywriters; we see it as a superpower.
But – and this is a BIG BUT – it’s only as good as the resources, structure and strategy it’s given.
Default mode: generic
AI models like ChatGPT and Claude are trained to be helpful, fast and plausible. But they’re not trained to think like your brand. And without clear instructions and constraints, AI will default to generic, cripplingly polite language. That’s fine if you’re summarising a press release or pulling together a blog outline. But it’s not enough when every word needs to carry meaning, move fast, and land well. That’s where human brains – and structured brand systems – still matter.
AI as writing partner
You don’t need to choose between AI and quality. You just need to treat the tool like an eager writing partner, not a replacement.
That’s the approach we’ve taken with clients who want to move beyond experiments and into production – using AI to sharpen, stretch and scale their brand messaging without compromising on tone or clarity. We treat AI as a first draft generator, a variation engine, a refiner – not a thinker, not a decider. It offers you a place to start, not an excuse to stop editing.
Used well, AI can help you explore copy routes really quickly. You can, for example, generate ten strapline directions from a single proposition, rewrite them in your tone of voice, then polish the strongest three in partnership with your team. You can adapt a core message into social posts, summaries, email openers or presentation copy – all while staying rooted in the same brand system. And the quality doesn’t drop. In many cases, it improves.
Start with strategy
But – and again: BIG BUT – this only works if you’ve already done the strategic thinking. Without a clearly defined tone of voice, a messaging hierarchy, a brand proposition and a shared understanding of what good looks like, AI will always drift towards the middle. And that’s where brands get lost.
That’s why our first step is always to build the system. Admittedly, this takes time. And it takes a lot of human head scratching. We create brand manifestos, short and long form hero messages and brand messaging frameworks, and then we feed it all in to the machine.
Then – and only then – we put AI to work. At that point, it becomes a force multiplier. It helps internal teams test ideas faster. It takes care of rewrites. And rewrites of rewrites. It reduces blank-page panic . It speeds up campaign development without sacrificing control. It becomes a tool that supports creativity, not shortcuts it.
Message, not just copy
This becomes especially powerful in short-form, strategic copy. The kind that marketing teams sweat over. The kind that ends up in leadership decks, campaign sprints, sales tools and microsites. This isn’t about long reads. It’s about tight lines with big jobs. Here, AI can absolutely help – but only when the human stays in the loop. Craft and judgement matter. Editing matters. So does taste.
And that’s what we mean by using AI to create strategic messaging – not just generate it. Because real messaging isn’t just words on a page. It’s emotion, structure, logic, tone, rhythm, pace and timing. It’s knowing what to say, what not to say, and how to say it so it lands. AI can support that. But it can’t own it.
That’s your job. And we’re here to help.
📢 Join Our Free Webinar: AI Messaging Masterclass
Beyond the prompt: creating strategic, on-brand messaging with AI
We’ll share the systems, tools and techniques we use to help brand and marketing teams get better messaging from AI – without compromising their voice, their values or their standards.
🗓️ Thursday, 16th October at 10.30 (GMT)
🔗 https://www.linkedin.com/events/7374424227866894336/
SIM7 is a creative consultancy that builds standout brands from the words up. We combine human insight, StoryMining and smart tools to shape voices, sharpen messages and design brands and campaigns your team can confidently take forward.
Award-winning, human-led creative – with AI woven into the process.