Today, we’re exploring how B2B brands can maintain genuine human connections as AI takes a bigger role in marketing. Firstly, we need to say that while AI brings speed and efficiency, it can't fully replace authentic, person-to-person interaction. This is why our goal is to balance the efficiency of AI with a brand voice that feels real and connects on a human level.
The rise of AI in branding
The perks of AI
AI is great for generating ideas, analysing data and managing repetitive tasks. It’s like having an extra set of hands that’s always available. For example, AI can help with:
Content generation: AI can quickly provide a list of blog ideas and content gaps.
Data analysis: AI helps us track and predict customer behaviour to tailor content, allowing for faster and more personalised service.
Automated responses: AI chatbots can handle basic customer queries, ensuring users don’t have to wait for help.
Where it falls short
As effective as AI can be, relying too heavily on it risks creating a brand voice that sounds mechanical and impersonal. Without a human touch, brand messages can feel like they were assembled in a factory, lacking any kind of quirks, warmth, or personality. Take, for example:
AI-generated message: “Optimise your enterprise solutions with our innovative technology to enhance productivity.”
Humanised message: “Are you ready to ramp up your team’s success with tech that’s built for you? Yes? Let’s chat.”
Both messages deliver the same information, but the humanised version sounds more inviting and relatable. Rather than feeling like corporate speak, it’s a message that makes a person feel like there’s someone on the other end who understands their needs.
Why keeping it real matters in B2B
Building trust through authentic communication is essential. An approachable, relatable brand voice cuts through industry jargon and shows clients there’s a real team behind the scenes, committed to meeting their needs. Let’s look at some examples:
Trust-building in financial services:
Financial companies using AI-powered emails can still connect with clients by weaving in personal notes and tailored advice. For instance, instead of a generic quarterly report, a financial firm might use AI to generate custom insights based on a client’s portfolio but add a personal note from the advisor.
Personalisation in tech services:
Instead of broad, automated responses, a tech firm could use AI to segment its audience, tailoring messages to different customer groups. A message to long-time clients might acknowledge their history with the company and thank them for their loyalty, which can help build a long-lasting relationship.
Creating emotional connections
Who says B2B branding has to be all business?
Even in a corporate context, emotions play a big role. Brands that use authentic language and storytelling techniques stand out. For example, how customer case studies can humanise a brand by showcasing real-world applications of its product. Instead of technical specs, these stories could focus on outcomes that make a tangible difference for clients, such as saved time or smoother workflows.
Standing out in a spiral of jargon
In a market filled with jargon-heavy messaging, a straightforward, human touch becomes a breath of fresh air. A strong brand voice cuts through the noise and helps people connect with you. For example:
Standard AI pitch: “Leveraging cutting-edge technology to optimise operational efficiency.”
Human touch pitch: “Helping you make everyday tasks easier so you can focus on what really matters.”
How we mix AI and human creativity at NU Creative
For us, AI is helpful, but we are ALWAYS human-first. Here’s how we balance AI and human creativity:
AI is a helpful intern
We treat AI as an assistant, not a full-time employee. While it can provide ideas and direction, our team adds personality and purpose to each message.Your brainstorming buddy
When we’re developing campaign ideas, we can often use AI to kickstart brainstorming sessions. AI can bring in new angles that we might not have considered, giving us a foundation to build on.Seeing new angles
AI can introduce perspectives we may have missed.Keeping it authentic
It’s all about giving AI a human touch.
Tips for humanising your brand voice (From Us to You)
Define your brand’s personality
Know what makes your brand unique and embrace it. Are you approachable, authoritative, or playful? Your tone should reflect who you are and the values you stand for.Be the boss of AI
Guide AI with clear direction on your brand’s voice. For example, if you avoid corporate jargon, make sure AI knows that “synergy” ect isn’t part of your vocabulary.Remix and revamp
Sure, use AI’s ideas as a foundation, but always add your brand’s spin. AI might suggest a standard email opening, such as “Dear [Customer].” Why not turn that into a warmer greeting, like “Hello [Customer], we’ve got something we think you’ll love”?Tell your brand’s story
Humanise your brand by sharing stories about your team, successes and even the occasional mishap. A light-hearted, real-world example can be more impactful than polished, formal language.
AI and human creativity
A dream team approach
We believe that AI and human creativity work best together. AI handles data and automation, while we bring the human touch that makes brands feel genuine.
Staying current, staying real
We keep up with the latest in AI, but we’re careful to let our values and brand voice lead. Authenticity is the backbone of our approach.
Let’s talk
When done right, AI enhances our ability to connect, but it’s the human elements that build trust and leave a lasting impression.
Get in touch to find out how we can make AI work for your brand without losing what makes it uniquely yours.
