Yael Klass, VP of Corporate Marketing at Similarweb, warns marketers of the pitfalls of generative AI, particularly tools like ChatGPT, which can lead to superficial content that lacks depth. She emphasizes the importance of human insight in storytelling, suggesting that AI should be used to enhance, not replace, the narrative. Common mistakes include mistaking AI output for meaningful insights, neglecting brand voice, and overusing clichés. Klass advocates for thoughtful content creation that speaks to the brandâs core values and audience, reinforcing that storytellingâs essence lies in its resonance and relevance.
Great brand storytelling starts with human insightâsomething that touches on a tension, a truth or a transformation. If your copy sounds like it's quoting a business textbook, it probably is.
Your brand is not vanilla. So why does your AI-generated content read like it was written for everyone and no one at the same time?
If youâre 'redefining the future,' your product is 'powered by innovation,' and your team is made up of 'passionate experts,' take a moment to edit ruthlessly.
Good storytelling is never just about stringing words together. It's about resonance, rhythm and relevance. AI can support content creation, but only when you lead the narrative.
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