Navigating the Uncanny Valley of Online Content AI

By Lauren Regan.

AI-generated content is getting harder and harder to spot, and spending time online these days can just be a little bit, well, creepy.

AI is revolutionising the creation of brand content by enhancing efficiency and creativity. It can swiftly analyse vast amounts of information to understand current trends and preferences and ensure content is relevant and targeted. 

Which is exactly what an AI would say. Because it did. 

That paragraph, generated by ChatGPT when asked, 'Why is AI good for brand storytelling?' isn't untrue; it just lacks depth. Powerful technologies, like AI, are transforming how we share and consume information. While they can be effective tools for your business, they are also making it harder to discern fact from fiction, and we are losing the nuance, opinion, and humour that humans can provide. 

Everyone knows that people buy from people. Human connection and a true understanding of customer experience are at the heart of some of the most successful brands, but by using AI to generate our stories or ideas, are we signalling to our customers that we have better things to do than talking to them? 

In 2025, people are searching for content based on the human experience, stories that celebrate real people from real places, and explore previously untold narratives. Understand that your audience is curious and hungry for new information, and you risk losing your flair and unique insight into your business if you rely on AI to generate your stories for you. 

Back in 2018, I attended an innovation festival in Newcastle upon Tyne, and one of the presentations, by a girl who was about 13 at the time, really stuck with me. A group of high school students had been asked to think about future technology and then design what they thought a teenager's bedroom of the future would look like. Each student presented their idea and thoughts, most of which were what you would expect: holograms, floating TVs, 3D glasses for gaming, and self-cleaning carpets (gross). But one of the designs stood out from the rest – it was filled with art. There were paintings on the walls, writing in journals, and craft materials strewn about. Her reasoning? Technology in the future will take away all of the tedious tasks that we don't want to do anymore, putting in motion a creative revolution where people have time to make new things and tell new stories. Well, it looks like the future is now. 

This isn't to say that there isn't a place for AI in your business; it's not going anywhere, and those who embrace it in a way that compliments, streamlines, and enhances their ability to connect with audiences will be on firmer footing than those who bury their head in the sand. As one X (are we still having to clarify 'formerly Twitter?) user put it, "I want AI to do my laundry and dishes so that I can do art and writing, not for AI to do my art and writing so that I can do my laundry and dishes." 

The same is true in your business. Put AI to work personalising your customer journey, researching topics, or doing that admin task you put off every week so you have more time to be creative and build a connection with your audiences. Chatbots and virtual assistants could take over routine jobs that suck up too much of your time, freeing you to do deeper, more meaningful strategic work on your business and brand. 

Your brand story isn't just about where you have been; it is where you are going too. Helping your audience to understand your story isn't just a nice thing to do – your customers want to do business with a brand that aligns with their values and lifestyle, and your colleagues want to work for a business where they have purpose and investors look for leaders with a clear vision for the future. 

Remember, telling stories isn't just about the written word. We all walk around with a camera in our pockets 24/7, and video is just another tactic to get your stories heard. If you have a good story, and I'm sure you do, it doesn't matter whether you are using video, long-form content, or social media posts to get it in front of your audience; what matters is being brave and seeing what resonates. Your characters are your people, and video is a great way to introduce your audience to the faces behind the business.

Telling your brand story in an authentic, human way has the power to: 

• Build connection with customers and colleagues, leading to greater trust, loyalty, and resilience when things don't go according to plan 
• Attract and retain the best talent, putting you ahead of the competition 
• Position your brand in front of the right people and show them how you fit in with their lives or solve their problem 

Telling your brand story isn't about being perfect; it's about being human. 

Crafting a meaningful brand story is within reach for every organisation. 

Lauren Regan is the founder and creative director of MOLE, a brand storytelling and PR consultancy.

Crafting a meaningful brand story is within reach for every organisation. MOLE works with businesses in the UK and Canada to find their voice, tell their stories, and shape their future. To speak to Lauren about your organisations ambitions, reach out on [email protected]