How to use AI tools, but maintain authentic communication and build a personal brand

In a world that is changing faster than ever, where AI tools are more accessible than ever and temptingly offer instant solutions, it is easy to fall into the trap of automation and lose what is most valuable – your own authenticity.

In the desire to make our content more professional, more neutral and faster, we increasingly resort to AI-generated texts, forgetting that a personal brand is not built with generic formulas and perfectly formed sentences.

What sets us apart is not an ideal format, but our authentic voice, attitudes, experience and witnesses that reflect our values.

AI can be a powerful ally, or only if we use it strategically - as a tool for optimization, but not as a substitute for what should make us recognizable in the market. The key issue is not whether we should use AI, but how to use it in a way that enriches and enhances our personal brand, instead of drowning us in a sea of ​​generic content.

Because if we fit in with the average, then we don't stand out. But AI tools - without our design - create just that - average and easily replaceable content.

Tanja Džido, Personal Branding, Linkedin Strategist & DEI Trainer

Define your own brand and values

Before you hand over some of your love to AI tools, ask yourself – what really makes you unique? Your personal brand is not just a title on LinkedIn or a well-written resume, but a combination of your talents, values ​​and the way you communicate with others.

This is the witness you witness through every project, collaboration and message you send to the world. How would AI tools credibly convey it to the world, you first need to define it yourself, and then train your chosen AI assistant well.

First of all, clearly define your key characteristics, core values, target groups, key messages and the authentic tone you want to convey.

Creating your personal brand strategy can help you in this, but once you have it, you can load all the information from it and more easily train your AI assistant according to your "cookbook" to reflect your values, vision and authenticity in every answer.Because technology can facilitate processes, or what makes you recognizable remains in your hands.

AI is your assistant, or you are the owner of your brand

Think of AI as a beginner's assistant – ready to help, or a long way from taking the helm.

He needs a lot of time and experience with you to fully replicate your style, but it is completely impossible for him to take over your entire knowledge and experience.

It can facilitate operational tasks such as research, data analysis and content structuring, or key decisions, the authentic voice and final message must always remain yours.

You are the CEO of your personal brand, but AI is just a tool to help you be more efficient.

It is ideal that when you start generating content, your first drafts are made from your mind, because if the AI ​​creates your first draft, chances are high that it will - on average - be the same as the draft it offers to everyone else who has access to it.

So write in your own words, raw, imperfect, or your own. If you are not sure where to start, first set the key headings and general guidelines, define the main messages, advertise in your own words, but only then involve AI in the process of fine-tuning the text.

Although it speeds up processes, keep in mind that AI makes mistakes - so don't blindly trust it. You need to check, confirm and adjust each AI-generated sentence so that it is accurate, and logical, but also aligned with your tone and values.

Let your word be the last

Once you have the generated text, after checking it, don't forget to personalize it to really reflect your style.

Let AI love for you, but not for you.

AI can generate ideas and sketch texts, or what gives them strength, recognition and real value are your personal examples, attitudes and experience. Without this, every text remains generic, without emotion and a recognizable voice - all this can be generated by others.

Your personal brand is like a fingerprint - unique, valuable and irreplaceable. AI should not replace it, but enhance it.

AI can generate ideas and sketch texts, or what gives them strength, recognition and real value are your personal examples, attitudes and experience.

Think of it as autotune for your mind—a tool that can improve performance or never take over.

Therefore, when using AI in your writing, test each passage: Does this sound like me? Does it reflect my thinking? Does it demonstrate my expertise? If the answer is no, go back to the beginning and enter a part of yourself - because that's what makes you different.

Authenticity cannot be automated - it comes from within you.

AI can be a powerful ally in your efficiency, or if you let it become the author for you, it will make you mediocre and easily replaceable - but a personal brand is built exactly the opposite. You don't want to be one of many, you want to be first in the mind of decision makers in your industry.

So let AI love for you, or let your brand continue to be one that stands out and is remembered.

Consistency and trust - the key currencies of success

In building a personal brand, the most difficult thing to achieve is what creates long-term recognition - consistency. It is the basis for creating recognition, credibility and long-term relationships.

The biggest challenge today is not to get attention - it's to keep it. Long-term recognition is not built by one-time viral posts, but by consistency, authenticity and sincere relations with the audience.Their trust is not gained overnight, but is built with every post, every answer and every interview you conduct. 

AI vam može pomoći da održite konzistentnost u tonu, porukama i komunikaciji, ali ono što nikada ne može zamijeniti su emocija, autentičnost i ljudski kontakt.

People connect with people, not algorithms. So be present. Answer in person. Participate in interviews.

Your audience wants to know who is really behind the brand they follow - what are your beliefs, values ​​and attitudes.

People recognize when AI is used as a shortcut, when your content sounds generic, without a recognizable tone, and you inevitably run the risk of losing what is most valuable - their trust. They want to feel that you listen to them, that you understand their needs and that you really care.

Ultimately, it's not just perfectly written posts or flawless visuals that win them over. You win them over - your sincerity, consistency and ability to build real relationships.

Your audience wants to know who is really behind the brand they follow - what are your beliefs, values ​​and attitudes.

Conclusion

Artificial intelligence can be a strong ally in your business and building a personal brand, or what really sets you apart on the market and leaves a mark are your values, creativity and human connection.

When AI is used thoughtfully, it can help you increase your visibility and influence, but it should never replace what makes you unique. The key is balance.

Leave data analysis and repetitive tasks to AI, or keep witness testimony, creativity and authentic connection with the audience in your hands. Because people do not connect with algorithms - but with sincere messages, emotions and values ​​that you share.

If you are ready to build a strong personal brand, while remaining true to yourself, I am here to support you. Together we can create a strategy that reflects your unique vision and leaves a recognizable mark on the world.

About the author:

Tanja Džido is a consultant for personal branding and LinkedIn marketing with over 15 years of experience in the communications industry, where she worked on campaigns for leading domestic and international brands. As the first LinkedIn trainer in Croatia and a leading expert in personal branding, in eight years of entrepreneurship she collaborated with more than 350 clients and educated over 3,000 professionals. In addition to the e-Leadership MBA study, Tanja also completed an award-winning education in artificial intelligence at the Inno-Sci School of Programming and is currently attending a Master's education in artificial intelligence. She uses her knowledge to offer clients innovative approaches to business optimization and building recognizable brands. In 2024, she won the prestigious international award Diversity Role Model of The Year at the Central European StartUp Awards. She is an active promoter of the LinkedIn platform for professional networking, with more than 23,000 valuable contacts, and ranks among the global 1% most active users in her industry.