Somewhere in your organisation right now, AI is writing the first draft. A social post, a campaign email, a product description, a blog. It is quick, it’s cheap, and it reads perfectly well. What is far less clear is whether it still sounds like you.
Audiences are starting to notice. Recent research from Optimizely found that 62% of UK consumers say they trust marketing content less since brands started using AI. Two-thirds believe brands are prioritising volume over quality, and 57% say they can usually tell when content has been generated by AI. In other words, plenty of brands are producing more content. Fewer are producing content that people trust.
The prize is distinctiveness, not volume
None of this means switching AI off. The same research found that 84% of UK marketers say AI helps reduce manual work during major campaigns, and 42% have already invested in training to improve what it produces. Used well, AI gives marketers time back to focus on strategy, creativity, and understanding their customers.
The problem is AI without direction. Without clear brand standards, AI-generated content gradually drifts towards the generic, diluting the personality and values that customers recognise. With 72% of UK consumers more likely to engage with content that feels human rather than automated, distinctiveness is not a nice-to-have. It is a commercial advantage.
The question is not whether your brand should use AI. It is whether your brand is strong enough to stay recognisable when it does.
A free masterclass to protect what makes your brand unique
That is exactly what our free live masterclass, AI Slop vs Brand Gold: Protecting What Makes Your Brand Unique, is built to answer. It is aimed at marketing teams, SME business owners and anyone growing a personal brand, and it runs on Thursday 12 November 2026, 13:00 to 14:00, live on Microsoft Teams. We are also running the same session again on Tuesday 1 December 2026, 10:30 to 11:30.
The session explores:
- What “AI slop” really is (it may not be what you think)
- Branding principles that go beyond logos, colour palettes and visual assets
- How tone of voice, messaging, visual identity, customer experience and content work together
- Why consistency across every channel matters more than ever
- When AI adds value, and when human oversight is needed
- How to avoid the “sameness” trap
By the end, you will have a clear understanding of branding principles beyond logos and colours, the tools to find and develop your own tone of voice and visual identity, the confidence to use AI as a powerful brand management tool, insight into the risks AI poses to your brand, and the awareness to spot AI slop before it goes out. You will also leave with a practical take-home tool to try on your own brand.
Who is it for?
This session is suitable for:
- Marketing teams and brand owners looking to refresh their approach to brand management
- Communications and content professionals using AI in their workflows
- SME business owners
- Individuals looking to grow a personal brand, where many of the same principles apply
Led by someone who does this work every day
The session is led by Stuart Reddish, our Marketing Trainer and Coach. With over a decade in B2B marketing, Stuart has worked across strategy and planning, content creation, and of course branding. CIM qualified, he has spent years in the classroom supporting the next generation of marketing professionals, coaching everything from fundamental theories and planning at Level 3 to strategic approach and commercial impact at Level 4. His focus is practical; using theory as a tool to help marketers make better decisions, not just tick boxes.
Save your place
Places are limited to keep the session interactive. Register for your preferred date and we will send your joining link and everything you need on the day.
If your team is ready to build these skills properly, our fully funded marketing apprenticeships grow capability from the team you already have, delivered remotely with a dedicated coach for every learner. 98% of our learners say they feel more confident in their role.
Aarrange a call about your organisation’s needs
*Our articles are accurate at the time of publication, but course details, funding and industry standards can change. They’re here to inform rather than to replace formal advice, so if you’re weighing up a decision, get in touch and we’ll help you find the right path.
Marketing Executive
- Marketing professionals wanting a strategic focus
- 12 months + assessment period
Multi-Channel Marketer
- Aspiring and early-career marketing professionals
- 12 months + assessment period