Detect and Destroy the AI-isms Ruining Your Marketing Copy

It’s easy to write rules about the style, tone, and marketing messages an AI chatbot should incorporate into its next output. The problem is, at a fast-moving startup or hyperscaler with waves of new products, those things can change quickly. And what about the phrases and constructions that scream “cliche AI slop!” Those are constantly changing as the models and memes shift on the web.

Today, we’re looking at a Playbook that takes a gated asset you’ve created, say a PDF guide on Brand Integrity, and produces a messaging brief your Demand Gen team can use as inspiration for the copy in their banner ads, email subject lines, and social media blasts. The agent follows two of the golden rules of using AI:

1) Keep the stuff you love for yourself, pass off the busy work of remixing and versioning.  

2) Craft agents for repetitive tasks that can scale for broad use across your organization.

While the Playbook here is cool, what we’re going to focus on this time is layering files, Voice mode, and skills. This allows AI to provide you with copy that, while not perfect, is as close to publication-ready as possible. It leaves you more room to apply some insight or polish, instead of wasting time fixing simple mistakes.

The Voice is something we hone and update over time, training it on our best-performing examples of prior copy in that style. Files can be living documents, linked to Google Drive or Docs, meaning they update every time the Product Marketing Team refreshes them to include the latest ideas and personas.

The Skills are the surgeon’s tool, refined and specific, laser-focused on a task within the task. From fact checking to detecting and destroying AI’isms, they elevate copy from good to great. Better yet, they are easy to sprinkle into any Playbook or Agent that needs them, and to share with teammates in a library you can access easily on the WRITER platform.

Check out the full video to see a side-by-side comparison of what the messaging guide copy looks like with and without our subtle application of Skills.