Marketing and communications teams adopted AI early. Many now have the same complaint: the output is fast but it doesn't sound like them, and it doesn't sound the same from one person to the next.
The problem
The cause is usually upstream of the AI. Each person writes a different prompt, from a different brief, with a different amount of context. The model fills whatever is missing with generic marketing language. Five marketers prompting five ways get five voices, and the brand team spends its time rewriting.
Microsoft and LinkedIn's Work Trend Index found 78% of AI users bring their own tools to work. In a marketing team, that also means their own habits and their own prompts.
The solution
A shared brief template. When every request carries the same context in the same order, AI drafts become consistent, and the brief is useful to a human writer too.
The approach
Use these fields for every content request.
Purpose. What should the reader do or think after reading? One sentence.
Audience. Who exactly, what they already know, and what they care about.
Format and length. Channel, word count, structure.
Key message. The one thing that must land, in plain words.
Proof. Facts, figures, quotes and sources the draft may use. Nothing outside this list.
Voice. Three words that describe the brand voice, a short list of words and phrases to avoid, and one approved example of past work.
Call to action. The exact next step and link.
Constraints. Legal lines, claims that need approval, spelling convention.
Two habits make the template work. Keep a library of approved examples by format, so every brief can point to one. And review drafts against the brief, field by field, before reviewing for style.
Where we fit. Reliable AI Workflows (Programme 02) builds brief templates, prompt libraries and review steps around your brand guidelines. Book a discovery call.