Who’s writing your content?
I use AI to write.
Not to create. Mainly to edit and polish.
But I keep coming back to a bigger question.
Is it OK to use AI to create your content, and then apply your own thoughts, taste, and experience afterwards?
That feels like the real issue
Not whether people use AI, but how they use it.
There’s a lot of noise around AI and writing at the moment. Some of it framed as craft. Some of it framed as morality. And quite a bit of it drifting into quiet shaming. People see the patterns. The overuse of the em dash. The strange phrasing.
Last year, I worked with Phil Harrison to develop the brand for a new AI writing tool. At the time, it was a working product with no brand at all.
No name. No identity. No story.
What Phil recognised early on is something that often gets missed in these conversations. Many people don’t struggle with ideas. They struggle with expression.
They know what they want to say.
They just can’t get it out.
Getting thoughts onto the page.
Finding structure.
Starting at all.
For those people, AI isn’t a shortcut. It’s access. For others, it’s easy. So maybe there’s a democratisation of content developing. Everyone can express themselves.
My job on the project wasn’t to explain the technology.
It was to give it a voice people could recognise and want to use.
Most AI writing tools look and sound the same. Efficient, capable, and easy to forget. The challenge wasn’t to sound clever or technical. It was to sound human.
VoxBox became that voice.
A name, a message, and a visual identity built around one clear idea, Unlock your content.
Not replacing thinking. Not outsourcing authorship. Just removing friction between what someone wants to say and their ability to say it.
And that’s the point. If everyone can now create content, what’s stopping you from putting your message out there? And is your voice unique enough?
Stop worrying about using AI. Start worrying about how you use it.
Enjoy your Quick PINT.
I’ve shared the VoxBox case study here if you want to know more about the thinking behind the naming, story, and identity.
