Disruption Worthy: Building a Consistent Brand Voice with AI Tools

Introduction

In this episode, Benjamin Shapiro interviews Nataly Kelly, CMO of Zappi and co-author of "Brand Global Adapt Local," about how marketers can effectively encode their brand voice using AI tools. As a leader at Zappi, a leading agile market research platform, Kelly offers valuable insights into the current state of market research and how AI is transforming how brands capture and utilize consumer feedback.

The Current State of Market Research

When asked to describe the status of market research today in one word, Kelly chose "disruption-worthy." She explains that traditional market research methods remain outdated and inefficient at many companies. The conventional approach—conducting a consumer survey, making decisions based on that feedback, and then implementing changes—creates significant time lags between gathering insights and bringing products to market. By the time consumer feedback is actioned, customer preferences may have already evolved.

Co ected and Continuous Research

Kelly highlights how Zappi's platform transforms this process by making consumer feedback "co ected and continuous." Rather than one-off research projects, their approach keeps consumer data in the loop throughout the entire development process. "The consumer feedback is in the loop throughout. And you don't just have to do a one-and-done throwaway research. The feedback remains in there," Kelly explains. This continuous feedback loop, enhanced by AI tools for market research and data analysis, creates a more agile approach that better serves brands in today's fast-moving marketplace.

AI's Role in Content Creation

When discussing whether all writers should use AI for every piece of content they create, Kelly takes a nuanced position. She believes that while AI tools are valuable, they shouldn't be applied universally to all content creation. Kelly specifically points to social media engagement as an area where authentic human voice often matters more than AI-optimized messaging. She notes that for some social interactions, she prefers to let her authentic voice shine through, though she occasionally uses AI to help moderate her tone when needed.

AI as an Evaluation Tool

Shapiro offers a contrasting perspective, sharing that he now uses AI for virtually all content—not just for writing but as "my evaluation tool, my editor, my sanity check." He views AI as a consistency enforcer that helps maintain his tone of voice across different pieces of content. This highlights an important distinction in how marketing professionals are approaching AI tools: some see them primarily as content generators, while others value them more as refinement and quality control mechanisms.

Key Takeaways for Marketers

The conversation between Kelly and Shapiro reveals several important considerations for marketing professionals. First, traditional market research approaches are ripe for disruption through more agile, AI-enhanced methodologies that keep consumer feedback continuously integrated. Second, AI tools offer significant value for content creation, but marketers should thoughtfully determine where automation adds value versus where authentic human voice is essential. Finally, beyond just generating content, AI can serve as a powerful tool for maintaining brand consistency and refining messaging—helping marketers achieve a more consistent brand voice across cha els.