AI Can Write Emails. But Can It Build Brands?

The Story: My Inbox Is Full, But Who’s Really Talking?

A few weeks ago, I opened an email from a brand I had actually shopped with. The subject line was perfect. The timing was flawless. The design looked like something a top-tier agency would charge a small fortune for.

But by the third sentence, I knew it wasn’t written by a person. It was efficient, polished, and absolutely forgettable.

It made me wonder. Is that what branding is becoming? Predictable automation with no human pulse? The experience reminded me of a conversation I had years ago with a vendor who sent me an Excel sheet titled “Emotions Mapping Final_v4.” I asked him, “If it’s final, why is it version 4?” He laughed. I didn’t.

Because branding is not just about efficiency. It’s about emotion. And that is not easy to automate.

The Insight: AI Can Replicate Style, But Not Soul

There is no doubt that AI is making content creation faster. The rise of tools like Jasper, ChatGPT, and many ecommerce-specific writing apps means that brands can now push out emails, product descriptions, and campaigns at scale. It is a trend many experts are excited about.

But here is what most people are not saying. AI can make your content invisible if you forget to keep it human.

Your competitors are using the same tools. They are starting to sound the same. The formats are blending together. The tone is increasingly robotic, even when it tries to sound friendly.

What is missing is memory. And perspective. And risk.

AI can help you say the right thing. But only people know when it is worth saying.

The Ergode Perspective: Use AI to Accelerate, Not Replace

At Ergode, we have embraced AI in many areas. It helps us with pricing, listing optimization, content scaling, and predictive analytics. But when it comes to branding, we treat AI as a co-pilot, not the captain.

Our brands do not need more words. They need a better connection.

For example, when we acquired Morning Star, we did not just rewrite their product copy. We reworked their entire narrative to reflect what real home cooks were feeling. That empathy did not come from a prompt. It came from conversations, reviews, and lived experience. AI helped organize it. But people gave it a voice.

The Reflection: People Don’t Remember Perfect Emails. They Remember Honest Ones.

AI is here to stay, and it is already changing how we work. But in a world where content is multiplying every second, what stands out is not volume. It is a voice.

Your brand is not a sequence of optimized sentences. It is a living story. And that story deserves to be told with intuition, not just instruction.

So the next time you click “generate copy,” pause and ask yourself. Would you read this if it landed in your inbox?

Because if you wouldn’t, no one else will.