Use AI, but Stay Relatable and Authentic

We know AI is everywhere in marketing right now—from writing social posts to analyzing data. For small businesses, it can be an incredibly useful tool. But the businesses or brands that stand out aren’t the ones using the most technology—they’re the ones that still feel human.

AI should support your message, not replace your voice.

Use AI for Efficiency, Not Identity

AI is great for saving time. It can help you draft emails, brainstorm social captions, or spot trends in your analytics. What it shouldn’t do is erase what makes your business you. Your personality, your story, your customers and members, and your values are things no algorithm can replicate.

A good rule of thumb: let AI handle the busy work, and let humans handle the heart.

Tell Real Stories

Customers/members connect with people, not polished perfection. Share behind-the-scenes moments, employee or instructor spotlights, customer or member wins, or even lessons learned. These stories build trust and remind your audience there’s a real team behind the brand.

Even if AI helps you organize the message, the experience should feel genuine and personal.

Speak Like a Human (Not a Brand Bot)

Small businesses have an advantage big brands don’t—you can sound like a real person. Use natural language, write how you talk, and don’t be afraid to show a little personality. Authenticity beats over-produced content every time. And use those testimonials or quotes. They come from real people!

If it sounds like something you’d say to a customer or member in person, you’re on the right track.

Use Data to Serve People Better

AI-powered tools can help you understand what your audience wants, when they’re most engaged, and what content performs best. Use those insights to improve the customer or member experience—not to bombard people with generic messages.

When marketing feels helpful instead of salesy, people notice.

Bottom Line

AI isn’t the enemy of authentic marketing—it’s a tool. Small businesses that win will be the ones who pair smart technology with real connection. Stay curious about new tools, but never lose sight of what matters most: relationships, trust, and being genuinely human.

At the end of the day, people don’t buy from algorithms—they buy from people. Don't be afraid to use it when it's appropriate to do so. And always be your authentic self.