Duty calls (webinar)
How do you build an organisation that sounds clear and human by default?
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Looking for tone of voice or prompting help? Get in touch.
About the stream
Does the writing on your website feel totally different to the way you respond to complaints?
Are you forever stuck in amends mode because nobody quite knows how your brand should sound?
Are you losing customers to your competitors because you’ve all merged into one big blob of sameness?
Then you need a tone of voice. About time too, because according to our calculations, tone of voice is set to become one of the most powerful tools in the brand arsenal. And it’s all thanks to AI.
A tone of voice can only really be as complex as its least competent user can handle. And since tone of voice is for everyone, traditionally that’s been quite limiting.
But AI can handle enormous complexity. Want your campaigns to sound uniquely you across every channel? No problem. Everything in iambic pentameter? No problem. Quotes from Confucius in every customer email? No problem.
And not only can AI handle any amount of complexity, it can also rewrite thousands of words of unloved copy in a matter of moments. (Shepherded by clever humans, of course.) Which means you don’t need to run tone of voice training for everyone anymore – just for the people prompting the AI. Think of the time (and budget) you’ll save.
In this online Q&A, we’ll be digging into our theory with three experts:
- Lucy Hunter, Director of Brand Strategy at Guinness World Records
- Frank Reitgassl, Group Head of Brand Strategy at Zurich
- Nick Padmore, Head of Language at Definition
All moderated by our fantastic host and Creative Director (the writing kind), Alex Goldstein.
Who’s it for?
Anyone in the brand and marketing world who wants to:
- stand out from the competition
- define a tone of voice that’s fit for an AI world
- tweak an existing tone of voice to be more AI-friendly
- roll out their tone of voice the AI way
- do none of those things, but fancies learning some new stuff about language and AI.
What you’ll learn
- How to build an AI-friendly tone of voice
- How other brands are already using AI in their tone of voice programmes
- What you need to do to get ahead of the game
- How tone of voice programmes might look in five years’ time