The Customer Success Playbook Customer Success Playbook Podcast S3 E54 - Katie Smith - How to Use AI in Marketing Without Losing Your Brand Voice
In this final part of the Katie Smith trilogy on the Customer Success Playbook, we enter the brave new world of AI and marketing. Host Kevin Metzger explores the promises and pitfalls of generative tools with Katie, who brings her thoughtful and grounded take on how businesses can embrace automation while fiercely protecting their authenticity. If you’ve ever wondered how to use AI effectively without sounding like a robot, this one’s for you.
Detailed Analysis: AI isn't going anywhere—and that's exactly why it's time to get strategic. Katie Smith walks listeners through the essentials of adopting AI in a way that enhances rather than dilutes your marketing. The episode kicks off with her advice on building internal AI policies: what your team will use AI for, what it won’t, and how to protect sensitive data along the way. Her mantra? Be proactive, not reactive.
Katie also shares her go-to applications of AI in the creative process:
- Use AI as a co-creator to spark content ideas and draft early versions
- Train AI with your brand’s voice and tone to maintain consistency
- Stay vigilant about hallucinations and homogenized content
She emphasizes the importance of human review at every stage, especially when publishing customer-facing materials. AI is a brilliant assistant, but not a final authority.
The discussion evolves into deeper insights on lead generation and real-time responsiveness. Kevin adds his own tricks for applying brand tone through prompt engineering and post-processing, offering a compelling use case that blends Claude, GPTs, and content repurposing magic.
Finally, the two zoom out to a broader question: How do you optimize your brand for AI-driven search and recommendations? It’s an emerging discipline with massive implications, and Katie teases what’s to come from leaders in B2B and digital strategy.
Whether you're testing the AI waters or already building internal GPTs, Katie’s thoughtful approach provides the guardrails needed to preserve quality and trust in a world of automation.
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