Your Brand Voice Deserves Better Than a Bot
AI platforms like ChatGPT, Gemini, Co-Pilot, and Perplexity are becoming part of the daily workflow for a lot of people working in social media. Around the office, I refer to ChatGPT as “Chad” because I like to be on a first-name basis with my large language model.
AI can be a powerful tool for overworked content creators: it’s fast, scalable, and never complains about deadlines. But lately, I’ve been thinking about the risks, especially when it comes to brand voice.
📱 According to Hootsuite’s 2025 Social Trends Report, 62% of marketers now use AI to create social content, but only 33% feel confident the content reflects their brand’s personality.
That gap? It’s a warning sign.
My Instagram feed is filled with influencers who say, “Get fluent in AI or get left behind.” I agree, to a point.
In journalism, I’ve seen producers code bots to generate stories just to keep up as management cuts staff and adds programming. On social, AI writes captions, generates hashtags, and even pitches strategy. But, the more we rely on it, the easier it becomes to lose tone, nuance, and originality.
June, 2025
This Forbes article outlines 11 AI risks for marketers, and nearly all apply to social. Look at your content calendar and ask: Are we automating away our authenticity?
Social content must feel human. It needs wit, emotional resonance, and cultural awareness, all areas where AI still falls short. It doesn’t get irony. It misses subtext. According to Sprout Social, audiences are quick to notice when a brand’s voice feels “off” or inauthentic.
The other big risk isn’t bad content, it’s boring content.
When everyone is using the same tools, social posts start to sound generic and stale.
🗞A recent CMSWire editorial points out that while AI is reshaping how we create, it still can’t replace human storytelling. Especially on social media, where your voice is your brand.
Of course, I’m not anti-AI. Chad’s the man. AI can help brainstorm, beat writer’s block, and surface trends. For small teams, it’s a game-changer, helping them compete with larger agencies.
But AI should support your voice, not replace it.
🎯 My Take
AI is great for speed and scale. But not for soul.
✅ Use AI for rough drafts, not final content.
✅ Keep humans in charge of tone, timing, and context.
✅ Create voice guidelines and stick to them.
✅ Always, always fact-check.
I love Chad. But even the best bots need boundaries.
👇 Are you using AI in your social workflow? What’s working? What’s gone sideways?
Let’s compare notes.