Me & AI: can it really work?
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Yes, if the brand leads and the AI follows. While leadership hesitates, AI tools already introduce your company to clients, candidates and journalists, with or without you. Here are the four things leadership teams tell themselves to put AI off, and what we answer. At Nothin’, brand voice calibration starts at €1,500.
01 “AI will make our brand bland.”
Only if you let it write without your voice. Briefed badly, AI writes like everyone, which means like no one. Calibrated, it holds your tone, your banned words, your way of saying no. Everyone has the same tool. The brief makes the difference.
At Nothin’, the AI has a voice sheet, like a new copywriter. The day it handed us a text that was “too cold, just boring”, the sheet gained a rule.
02 “That’s a job for IT.”
IT picks the tools. Communications decides what the brand says with them. When an AI answers a client, drafts a press release or sums up your company for a journalist, your brand is speaking. That makes it a matter of voice, and it belongs to the communications director.
Try it: ask an AI to introduce your company, then read its answer out loud at the next leadership meeting. The topic will change desks within a minute.
03 “One mistake and it’s a crisis.”
Your teams already use AI, with or without a policy. The risk is here today, without rules. The answer fits on one page: what AI may do alone, what must go through a human, what it will never do. Written by leadership, applied by everyone.
At Nothin’, no text written by AI goes out without a human read. It is the first line of our policy, and the only one that is not negotiable.
04 “Let’s see next year.”
Meanwhile, AI keeps describing your brand with whatever it finds: an old article, an annoyed review, a namesake’s page. Every month of waiting means thousands of answers about your company that nobody on your side has read.
We lived it: AI tools confused us with a phone brand with a near-identical name. Fixing that is how we built our audit.
05 What Nothin’ sets up for you
At the studio, AI writes, monitors and prepares our meetings every day, under our rules. You get what works, without the trial and error.
- A brand voice AI can hold. Your tone, your words, your no-go zones, written to be applied by a machine as well as by an intern.
- An AI policy signed by leadership. Who approves what, what AI does alone, what it never does.
- Production that follows your brand. Posts, press releases, adaptations, at your team’s pace, on subscription.
- Your place in AI answers. What ChatGPT, Perplexity and Google say about you, and how to correct it.
Brand voice calibration from €1,500. Prices are indicative and depend on what is at stake.
06 Your 30 minutes
Run the test from point 02 tonight. If the answer bothers you, bring it. In a free 30-minute call with Sara Guedj, the studio’s founder, we read it together and you leave with the three fixes to make first.
Your brand already speaks through AI. It might as well sound like you.
Yes, for production. Never for the decision. AI can produce two hundred variations. It cannot choose between two shades of white. At Nothin', creative direction is human and production runs on the studio's own AI infrastructure, so the time goes to the choices that make the brand.
Read moreAn advertising agency sells campaigns. A branding studio decides what the brand is, then every form follows: name, identity, site, campaign, space. If your problem is that the brand cannot be explained in three sentences, you need the decision first. The campaign comes after.
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