Is Anyone Flying This AI?

The Passenger Mode Syndrome

If you use generative AI for your marketing, you know how easy it is to slip into passenger mode and let AI take the lead. We're seduced by clever turns of phrase, eye-catching images, and generally shop around among a host of seemingly appealing suggestions.

It's tempting. Terribly tempting, in fact. Within seconds, you get 5 catchy headlines, 3 professional visuals, 10 post variations. The time savings are undeniable.

But this ease conceals a formidable trap.

The Three Questions Nobody Asks

1. What about coherence?

Does the content you've selected resemble, or even remotely align with your company's vision and mission?

You may have chosen a headline because it was catchy, an image because it was beautiful, a tone because it seemed professional. But when you put it all together, does it form a coherent whole?

2. Does it truly reflect who you are?

Your brand was built on a unique story, non-negotiable values, and a particular way of speaking to your customers. AI knows none of this. It optimizes for what works on average, not for what makes your difference.

3. And most importantly... does it resonate with your customers?

Will this selection make sense to your customers and prospects?

Your customers know you. They have certain expectations of your brand. If your communication becomes generic, standardized, interchangeable with your competitors', what happens? You become invisible.

"By letting AI drive, you quickly drift away from your true brand identity and ultimately blend into the mass of competing offers."

Our Advice After 25 Years in B2B Marketing

Use AI as an ultra-competent copilot, not as an autopilot. Before validating anything generated by AI, ask yourself these three questions:

1. Does it sound like ME?

   Would I use these words when talking to a customer? Is it consistent with my previous communications?

   
   

2. Will my customers recognize my brand?

   If I remove my logo, can people guess it's me?

   
   

3. Would I be proud to present this to my team?

   Does it reflect our values? Does it meet our standards?

If the answer is no to any of these questions, take back control. Modify. Personalize. Infuse the content with your vision.

"You are unique! Stay that way!

At Marketing Buro, We Cultivate Your Uniqueness

This observation is precisely what guides our approach at Marketing Buro. We go to great lengths to cultivate our clients' uniqueness, not to force them into a mold.

Our Method: Strategic Intelligence Before Execution

Before producing any content, we conduct precise positioning studies by examining the full spectrum of your competition and their communication methods.

Why? Because you can't differentiate yourself if you don't know from what.

We analyze:

• How your competitors position themselves (key messages, stated values, promises, channels used)

• Their communication tone (corporate? accessible? technical? inspiring?)

• Their expression territories (which topics they occupy, which angles they favor)

• Their weak points (differentiation opportunities)

  
  

This competitive mapping allows us to identify the open spaces, the territories you can legitimately occupy that resonate with your company vision.

Coherent and Effective Strategies

Once your positioning is clarified, we implement coherent and effective communication strategies that generate:

• Brand awareness if you're building your market

• Qualified leads if you need growth
  

But always maintaining one guiding principle: your authenticity.

We use AI, of course. But as a tool serving your vision, never as a substitute for it.