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artificial intelligence in strategic communications

Artificial Intelligence in Strategic Communications: AI Isn’t Enough on Its Own

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POW-ER-FUL! Yes, that’s the word for artificial intelligence in strategic communications (or stratcomm, a broad field that encompasses any sort of professional outreach via any medium). AI is like a superhero sidekick that can create content at lightning speed, generate brilliant ideas, and boost your efficiency like never before. 

But, hold on, before crowning AI as the magical solution to all your writing and content-production needs, let’s have a heart-to-heart about the critical role of the human touch in this digital adventure.

It’s astonishing to plug in a content idea and watch AI spew out hundreds of words in just seconds for your digital marketing blog, social media presence, grant proposal or whatever. Notice I said “spew,” as the resulting content is merely a regurgitation of algorithms scrambling to follow your prompts by scanning what already exists in the digital realm.

But ask yourself:

  • Is it actually well-written? 
  • Is it search-engine optimized? 
  • Is it accurate?
  • Is it written for your audience? 

We’ve found that artificial intelligence for content production is a great starting point for strategic communications. Nothing more. It still needs the human touch to truly resonate with target audiences and to achieve digital benefits. Artificial intelligence certainly can mimic specific writing voices, summarize a series of details with logical and linguistic fidelity, and do so quickly.

But it lacks in the following areas. 

Artificial Intelligence in Strategic Communications Lacks the Human Touch

At Grand River Agency, we love AI and have been experimenting with its potential since day one. Don’t get me wrong! It’s a lifesaver as we prioritize creating volumes of content for small nonprofits and businesses. We use it daily, and if you’re not on board, you’re already 10 steps behind the curve!

But, as I said, it’s merely a place to get started. AI-generated content still needs human guidance.

AI is a content creation powerhouse, no doubt about it. The sheer volume of content it produces, the ideas it generates, and the efficiency it brings are awe-inspiring. But, my friend, there’s more to content marketing than just producing words on a page.

Mindful & Impactful Storytelling

Artificial intelligence generates content at breakneck speed, but mindful and impactful storytelling is where the human touch reigns supreme. Your goal as a content creator – for whatever purpose – is to be the most impactful storyteller possible. You’re gathering content consumers around your fire to be an industry thought leader, to offer solutions, and to profess your brand as THE LEADING PROBLEM-SOLVER. 

Emotion, nuance, and empathy in storytelling captivate readers and forge deep connections. AI can’t replicate the human ability to create content that resonates with your audience on such a personal level. 

AI doesn’t know your story. It doesn’t know the people, systems and industries you serve. It can’t venture a guess regarding the personal stories and tales of triumph (or failure, for perspective) which demonstrate your organization’s expertise. Artificial intelligence for strategic communications can’t prophesy your distinct industry’s trends and daily narratives.

Quality & Optimization

Sure, AI can churn out content at a rapid pace, but quality and optimization for digital performance can suffer. Human writers know how to craft content that not only ranks well in search engines, but also delivers real value to your audience.

Once again, AI gets you only part of the way there as a content creator. For instance, AI can toss out any number of SEO longtail keywords, but it couldn’t advise the search volume and difficulty of ranking. For that and other optimization matters, you need definitive tools like Semrush or HubSpot. 

Context & Tone

Your brand’s voice is its signature, and only humans can ensure it stays authentic and relatable. AI may analyze data, logic and linguistic styles, but it lacks the intuition to understand the context, tone, and unique voice of your brand. 

YOUR UNIQUE VOICE.

Only the human touch can adapt content to your audience’s preferences and answer their questions effectively.

Creativity & Originality

In a similar light, AI-generated written content still comes across as canned copy. It does its best to match your brand of originality  – and come quite close, if “taught” and prompted correctly – it’s STILL NOT YOU! 

AI might be relatively competent at discerning patterns, but creativity and originality come from the human mind. Unconventional ideas, innovative thinking and fresh perspectives are what set your content apart in the crowded digital marketing landscape and nonprofit fundraising realms your organization calls home.

Authenticity & Credibility

Building trust and credibility with your audience requires authenticity – and that’s where the human touch shines. AI-generated content can feel formulaic and generic, lacking the authenticity that readers crave. Humans bring their personalities and expertise, trying to instill credibility in every word they write.

AI in strat-comm is just as likely, if not more, to make a mistake than a human. That’s because its algorithms scan the internet for existing content and fill in the blanks with random, inaccurate points. (Sometimes it just makes up something for the sake of filling space.)

Want to lose credibility? Let too many mistakes like that slip through the cracks. Your audience counts you to be that “thought leader” we keep discussing – to help them solve problems. Little dings in your credibility will eventually sink your strategic communications ship.

Flexibility & Adaptability

Strat-comm isn’t static; it’s a dynamic journey. Humans possess the adaptability to pivot strategies, experiment, and respond to real-time changes. AI, on the other hand, follows preset algorithms, limiting its ability to adapt to evolving content needs. 

As AI improves, it’ll always follow logic and trends gathered from human activity. In a sense, it’ll always be a step behind what it needs to operate: humans.

Emotional Connection

Connecting with your audience on an emotional level is the holy grail of content marketing. Humans understand the intricacies of human experiences and can craft stories that resonate deeply. 

Our ability to understand the human experience through empathy – knowing what “that feels like” – allows us to tell stories that offer perspective and guidance. AI can’t replicate that level of emotional connection. People will subscribe, purchase and commit to your brand only when they know and trust it. 

AI is Our Friend, But Communications Cherishes the Human Touch

At Grand River Agency, we believe in embracing AI’s power while cherishing the human touch. AI can be your creative superhero, but it needs human emotion, understanding, and optimization to truly evolve into effective storytelling THAT DRIVES RESULTS.


You see, it’s a tool – a tool that a builds our capacity to produce exponential volumes content for the great industries we serve. Get ahold of me, if you’d like to see how it works!

expert storytelling

The Power of Expert Storytelling in the 21st Century: Elevating Every Industry

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We live in a world where storytelling smacks us at every turn. Yet, as human beings (for the most part), we hardly even notice most of it. It’s ubiquitous. 

Most comes in the form of advertising. Forbes estimates people now take in up to 10,000 ads a day in every form and medium possible.

  • Colors
  • Fonts 
  • Logos
  • A 15-second spot on the radio during your ride into work
  • The podcast you listen to at the gym
  • This blog

The list goes on.

How much of this storytelling do we generally remember? That’s up for interpretation. Nielsen says some the half-life for recalling ads can be 24 hours – or a week. There are so many variables. Colors, fonts and smells from your favorite pizza place lodge in the back of your head, awaiting a random craving, while the substance of the ad itself fades to blackness. Longer-form digital marketing content that serves our personal or professional enlightenment can be quite memorable.

Both are effective for distinct reasons. They tell a story. They arouse memories, senses and emotions to drive action. They also inform and educate to drive action. 

Expert storytelling is critical in ABSOLUTELY EVERY INDUSTRY, especially for the small nonprofits and businesses we serve here at Grand River Agency. Why? Because our specialty is in AMPLIFYING their professional storytelling – from website design to blogging to podcasts and everything in between – to stand out against big brands with MASSIVE budgets.

The Evolution of Storytelling: From Cavemen to Corporations

A few years back, I wrote a blog on caveman storytelling. You probably already get the gist. Just as our ancestors gathered around campfires to share tales of caution and hope, today’s organizations must harness the power of storytelling to build brands, connect with audiences and drive action.

Your organization’s brand is a story – well crafted and well told. The ability to craft compelling narratives is arguably the most critical catalyst for success. Unfortunately, professional storytelling is often overlooked and very rarely invested in fully. 

Why Expert Storytelling Matters – Especially Today

Remember those 10,000 ads a day? You must cut through that noise. Somehow. 

Attention spans have dwindled as we’ve become bombarded by information from all directions, most notably the devices at our fingertips. Thus, capturing and holding their attention on those devices is increasingly challenging. Expert storytelling these days is an exercise in extreme precision. Done right, it stands out to the people you serve and creates meaningful connections.

Nonprofit Storytelling Guide

Building Brands & Establishing Trust

In a world crowded with similar products and services, brands must scramble to stand out. Expert storytelling gives brands the power to showcase their unique identity, values and purpose. 

Through compelling narratives, companies can humanize their brands, making them more relatable and memorable. Marketing today requires more tact than brazen self-promotion. You must weave an HONEST and HELPFUL storyline through your marketing efforts to foster loyalty and trust.

Inspiring Action & Driving Engagement

Professional storytelling inspires action. A marketing story – a social media post, blog, white paper, etc. – goes nowhere without that call to action. Even if that call to action is only to read more or sign up for the monthly newsletter. 

Expertly crafted stories move people emotionally, prompting them to take the next step – whether it’s becoming a customer, supporting a cause or joining a movement. In the digital age, storytelling is at the core of successful marketing campaigns, engaging audiences and sparking conversations that lead to conversions.

Strengthening Connection with Customers & Clients

Customers don’t just want products or services. They want (crave) meaningful experiences and relationships. After all, don’t you want your target audience(s) to feel comfortable and confident in their decision to opt for your goods and/or services? 

Storytelling allows businesses and organizations to connect on a deeper level, showing that they understand their clients’ needs and aspirations. And in this understanding is an underlying promise of fulfillment. It says, “Our brand is committed to you and solving your pain points.” Sharing customer success stories or testimonials strengthens the bond, demonstrating real-life impact and building further trust.

Amplifying Nonprofit Impact & Garnering Support

Marketing isn’t only a money grab for big business (and small businesses aiming to become big businesses). Nonprofit marketing can take place in many of the same channels to appeal to prospective donors, grant funders and individuals/communities served. In a very interesting way, a nonprofit marketing campaign – let’s say, via social media – can attract both supporters and folks who would benefit from its services.

Talk about two birds with one stone, right?! 

The individuals/systems served gain confidence in your mission as something they need, while funding sources gain confidence in your ability to reach wide audiences and deliver. By showcasing the human side of their work through stories of those whose lives have been improved, nonprofits ignite a desire to contribute and make a difference.

Establishing Thought Leadership & Expertise

In so many industries today, expertise and thought leadership are highly sought after. Thought leadership is such a powerful driver for decision-making. People, especially in the B2B realm, are always looking for an EXPERT. 

Professional storytelling enables organizations and business leaders to position themselves as authorities in their fields, sharing valuable insights and knowledge. By providing meaningful content that educates and informs, you can attract potential clients and nurture lasting partnerships.

Navigating the Digital Landscape

With the digital landscape constantly evolving, expert storytelling is essential for businesses to remain relevant and competitive. Social media, blogs, websites, podcasts, email marketing, and other digital platforms provide vast opportunities to share narratives and reach wider audiences. 

A cohesive and well-executed storytelling strategy ensures you effectively convey messages across multiple channels. Those channels must be chosen carefully and exclusively on where their specific audiences “live” in the digital realm. 

The Role of Expert Storytelling Consultants

While storytelling is a powerful tool, mastering it requires skill, strategy and creativity. It requires time. It requires effort. Sometimes it requires more than what you, as a C-level executive, could possibly contribute. Hiring a full-time marketing-communications staff – or even just one staff member – can be cost prohibitive for small organizations with limited budgets.

(The average marketing director salary in the US is $183,000 annually. You’d be better served to contract with a marketing agency for all the benefits of a full-time marketing staff for a fraction of the cost.)  

Many organizations, especially small businesses and nonprofits, may not have the resources or expertise to develop effective storytelling campaigns. This is where expert storytelling consultants come into play.

Professionals like us are well-versed in crafting narratives that resonate with specific audiences in the digital realm. We have a deep understanding of how to structure compelling stories that evoke emotions, drive action and align with organizational goals. 

Embrace the Power of Expert Storytelling for Your Organization

Storytelling has transcended time, remaining a fundamental aspect of human communication. It’s rooted in human nature – a tradition and an art form that has evolved over tens of thousands of years, adapting through various mediums and technologies. 

While our ancestors shared stories through oral traditions, modern storytelling leverages the written word, images, videos, and social media to reach global audiences instantly. In that light, it drives global commerce and cooperation.

Embrace the power of storytelling and let your organization’s unique story unfold, captivating hearts and minds in the modern era. How can we help you?