There’s a problem brewing for companies all over the place.
Content material is changing into nearly indistinguishable on-line, and all of it boils all the way down to the most recent business disruptor: AI.
It’s no secret that AI adoption is reaching high pace throughout many facets of life and work. Forbes predicts that by the tip of this 12 months, 378 million folks will probably be utilizing AI.
Whereas these instruments are extra accessible than ever, this additionally defines a rising drawback — everybody has entry to the identical sources. The common skill to immediate ChatGPT or your favourite LLM for a similar output, again and again.
Unremarkable AI-generated content material is flooding our screens in consequence, making a phenomenon generally known as the Sea of Sameness — a world the place inboxes are filled with almost equivalent emails, all websites are curating the identical transportable vacuum cleaners or publishing the identical pumpkin bread recipes, the hosts of the movies you’re watching are all chosen from a preestablished bench of avatars, and all digital adverts begin to look the identical.
To interrupt by the noise, style and authenticity are all the pieces. Manufacturers that harness their distinctive worth proposition — that X-factor that makes them stand out from the remaining — are profitable within the AI period.
They usually’re utilizing AI to assist construct the muse.
Navigating the Sea of Sameness
Enterprise leaders need quick outcomes. Naturally, this makes AI appear to be a panacea for thought era and content material manufacturing.
You ask a instrument like Claude that can assist you draft an e-mail to attraction to potential prospects, and also you get one thing like the next in seconds:
Enter: You’re a marketer at a software program firm. Create a lead era e-mail for chilly outreach.
Output: Right here’s a lead era e-mail template:
Topic: Fast thought for [Company Name]
Hello [First Name],
I observed [something specific about their company/role — e.g., “your team has been growing quickly” or “you recently launched a new product”]. That’s thrilling!
I work with [type/size of companies, e.g., “small businesses”] to assist them [main benefit, e.g., “generate more qualified leads on a limited budget”]. On common, our purchasers see [insert short, tangible result, e.g., “a 30% lift in inbound demo requests within 3 months”].
Would you be open to a fast 10-minute name subsequent week to see if this could be helpful for [Company Name]?
Greatest,
[Your Name]
[Your Role]
[Your Company]
[LinkedIn link or website]
Velocity will be a bonus, however take into account that an organization on the opposite facet of the globe, or a competitor in your yard, may use a immediate like this and yield an identical end result. As a result of, as you already know, everybody has entry to the identical instruments.
High quality in, high quality out. The distinction lies in what you feed them.
Churning out content material at scale has by no means been extra attainable, however that’s yesterday’s technique. To navigate the Sea of Sameness, it’s worthwhile to concentrate on style, not techniques.
Whereas AI has lowered the barrier to entry for content material manufacturing, the quantity of content material accessible for consumption is at an all-time excessive. Anybody who scrolls by Instagram is aware of there’s a relentless stream of posts from manufacturers and creators.
To not point out, buyer consideration is unfold skinny. From e-mail to web sites. Instagram to YouTube. And even Threads to Lemon8. Your viewers is now spending time on platforms that in some circumstances didn’t exist 5, ten years in the past. They usually’re turning to AI search and boards like Reddit for product discovery.
Conventional advertising techniques, like web optimization, aren’t working in addition to they used to. Search Engine Land found that 60% of Google searches right this moment finish in no clicks.
We’re on the cusp of a generational shift in how folks store for merchandise, and types have to adapt to a world reshaped by AI. HubSpot calls this new means of appearing Loop Marketing — extra on that later.
Why Style Beats Techniques
Driving visitors to your web site was once the straightforward half. Now, companies have to adapt to a world the place consumers are all over the place besides your web site, and AI solutions questions earlier than they click on.
HubSpot research shows that almost all customers choose social media to find new merchandise, and one in 4 customers purchased a product on social media previously three months.
Plus, 74% of those that have tried generative AI instruments have already used them for a shopping-related objective, akin to researching merchandise, pricing, or critiques.
These shifts in how folks uncover and consider merchandise elevate the stakes for companies. With discovery taking place off your web site and choices being formed by algorithms, the query isn’t simply the way to get in entrance of consumers — it’s the way to stand out if you do. That’s the place style is available in.
Style is rooted in understanding the way to ship the fitting message to the fitting particular person on the proper second. It’s human. It’s troublesome to mimic. It’s a workforce effort between defining your distinctive model id and leveraging AI to make the client go, “Was this message written only for me?
Attaining this requires a considerate effort to determine what differentiates your model from rivals — and to codify it. The fact? Less than half of businesses have this info documented.
Learn how to Categorical Your Model Identification
The start line for tackling this new AI-driven period of promoting is to Categorical your distinctive model id — a minimum of in keeping with the Loop Advertising and marketing playbook (advised you this was coming again round).
Earlier than you faucet AI that can assist you create content material, use what you already know about your viewers, like buyer information, to outline who you’re and the way you need prospects to understand you. Then, herald AI as a model id concierge that can assist you produce content material that really connects together with your viewers and, most significantly, seems to be and sounds such as you.
This Categorical stage is measured in effectivity. How effectively does your enterprise story match how consumers have to expertise it? On this stage, it’s the information, context, and standpoint you give the AI that offers you a aggressive benefit.
It’s price repeating that as a result of it’s essential to your success: Solely you can provide AI the context it wants to inform your story.
That’s the distinction between utilizing AI as a shortcut and utilizing it as a real amplifier for your enterprise.
Right here’s the breakdown.
1. Outline your viewers.
Step one in constructing a powerful model id is outlining your viewers profile. Who’re they? What do they care about? Work out what targets they’re chasing and what obstacles stand of their means.
The extra you already know about who you’re speaking to, the simpler it’s to create messages and experiences that really land.
Let AI deal with the busy work. As an alternative of manually combing by buyer critiques, name notes, and social chatter, ask your favourite instrument — whether or not that’s Claude, ChatGPT, Gemini, Breeze — to summarize these insights for you. One thing like: “Inform me about our most profitable prospects. What are the largest ache factors that they’ve expressed of their suggestions? Give me the historical past of our greatest offers.”
In return, you’ll get a transparent buyer profile that guides your technique and ensures your content material resonates at each connection level.
2. Craft your type information.
Realizing who you’re speaking to is just a part of the equation. You additionally have to articulate why you’re the fitting selection for them. Which means defining what makes you cooler than the competitors.
Drop these particulars right into a easy, shareable type information that captures your mission, tone, and model POV. Then, add that type information into your AI agent to make sure your model id is embedded into each marketing campaign, dialog, and piece of content material you create.
3. Generate your idea.
A mode information defines the way you present up, however the actual energy comes from turning these guardrails right into a story consumers can rally round.
That is the place you construct the foundational, customer-driven narrative that defines who you’re and why you’re the best choice. You may then use that narrative to generate the artistic ideas that can carry it into market.
Begin by translating your model story into themes, angles, or key messages that matter most to your prospects. Then, use AI to develop on these themes by utilizing prompts like: “Create three marketing campaign ideas with key messages for our goal prospects,” or “Checklist 5 content material concepts based mostly on our core model themes.”
Within the course of, you’re constructing a financial institution of audience-informed, story-driven content material concepts that your advertising workforce can pull from and start riffing off of.
4. Construct your content material technique.
A robust narrative is just nearly as good as the way it involves life throughout codecs. It’s important to ship it in all the fitting locations, whether or not that’s YouTube movies, adverts, emails, textual content articles, or social media.
Create a marketing campaign transient that maps your key messages to the channels the place your viewers spends their time probably the most. Perhaps they’re heavy e-mail customers or deep into boards. Then, define the combo of belongings you’ll have to carry all of it collectively. On this case, e-newsletter content material and a Reddit response financial institution.
As soon as your belongings are created, take a look at and refine them earlier than hitting “ship” or urgent the “publish” button. You need to use AI to get particular suggestions on what to maintain or refine based mostly on the context — buyer insights, type information, and model narrative — that you just present.
Placing all of it collectively turns uncooked information into actionable advertising. It’s a repeatable system for reaching the fitting folks with the fitting story, each time.
The Backside Line
The Sea of Sameness is rising quicker and quicker as AI adoption accelerates. However sameness doesn’t must be inevitable. As an alternative of drifting alongside, you’ll be able to chart your individual course, one the place each message feels prefer it was written simply to your viewers.
That begins with expressing your id clearly and constantly. It means utilizing AI as a associate to amplify your voice and scale with out dropping what makes you distinctive. Once you harness AI with intention, you construct a basis that transforms it from a content material manufacturing unit into a real progress engine.
In a world the place everybody has entry to the identical instruments, belief, style, and authenticity turn out to be the one aggressive benefit.
