5 Mistakes You're Making with AI in Communications (and How to Fix Them)

Let's be real – AI is everywhere in communications right now, and everyone's trying to figure out how to use it without totally messing things up. If you're like most communicators I work with, you're probably making some of these mistakes without even realizing it. Don't worry, we've all been there! The good news? These are totally fixable, and I'm here to help you turn things around.

Mistake #1: Treating AI as Your Creative Replacement

Here's the thing – I see so many teams thinking AI can just take over their creative process entirely. They feed ChatGPT a prompt and call it a day. But here's what happens: you end up with content that sounds like every other brand out there.

The Fix: Think of AI as your creative brainstorming buddy, not your replacement. Use it to generate initial ideas, overcome writer's block, or explore different angles you hadn't considered. Then bring your human expertise, brand knowledge, and authentic voice to refine and elevate that content. The magic happens when you combine AI's efficiency with your creativity.

Mistake #2: Skipping the AI Governance Game Plan

I get it – governance sounds boring and corporate. But trust me on this one. Too many organizations dive headfirst into AI tools without setting any ground rules, and then they're scrambling when things go sideways.

The Fix: Before you go all-in on AI, create some basic guidelines: Who can use which AI tools? What type of content needs human review before publishing? How do you handle confidential information? What's your approval process for AI-generated materials? Start simple and build from there. You don't need a 50-page manual – just clear, actionable guidelines that everyone can follow.

Mistake #3: Publishing Robotic, Off-Brand Content

Nothing screams "we used AI" like content that sounds like it was written by a very polite robot. You know the type – overly formal, generic, and completely lacking your brand's personality.

The Fix: Always run AI content through your brand filter. Ask yourself: Does this sound like how we actually talk? Would our audience connect with this tone? Does it reflect our brand values and personality? Create a brand voice checklist and use it every single time. Better yet, train your AI prompts to include specific tone and style guidelines from the get-go.

Mistake #4: Taking AI's Word as Gospel

Here's a scary one – AI can confidently tell you things that are completely wrong. I've seen companies publish incorrect statistics, outdated information, and even made-up quotes because they didn't fact-check their AI-generated content.

The Fix: Make fact-checking non-negotiable. Every piece of AI-generated content needs human verification, especially when it includes: Statistics or data points, quotes or attributions, technical information, industry-specific claims, legal or compliance-related content. Create a quick fact-check template and make it part of your standard workflow.

Mistake #5: Ignoring What Your Audience Actually Wants

Just because AI can create content doesn't mean it's creating content your audience cares about. I see too many brands getting caught up in AI's capabilities and forgetting to ask the most important question: "Will our audience find this valuable?"

The Fix: Keep your audience at the center of everything. Before you publish any AI-generated content, ask: Does this solve a real problem for our audience? Is this the type of content they engage with? Does it fit where they are in their customer journey? Use AI to create more personalized, relevant content – not just more content for the sake of it.

Moving Forward with Confidence

Look, AI in communications isn't going anywhere – it's only going to become more sophisticated and integrated into how we work. The teams that thrive will be the ones who learn to use it strategically while maintaining their authentic voice and connection with their audience.

Remember, AI is a powerful tool, but it's still just a tool. Your creativity, strategic thinking, and understanding of your audience is what makes the difference. Use AI to amplify your strengths, not replace them.

Ready to level up your communication strategy with AI? Let's chat about how we can help you implement these fixes and create a communication approach that's both efficient and authentically you. Check out our services and let's turn these AI challenges into your competitive advantage. The future of communications is human + AI, not human vs. AI. Let's make sure you're on the winning side of that equation.