Authenticity in the Age of AI: Why Your Voice Still Matters

 

We’re living in a time where content can be created in seconds, emails drafted in a click, and images generated without ever touching a camera. Artificial Intelligence (AI) is changing the way we work—and it’s powerful. But in a world where digital noise is louder than ever, one thing still cuts through:

Authenticity.

Especially in communication with visitors — authentic storytelling isn’t just a nice-to-have, it’s essential. Visitors don’t just want places to stay or eat. They want stories, connection, and experiences that feel real.

So how do we stay authentic while embracing the tools of the future?

1. Keep it personal

AI can help draft a post, write an email, or outline a blog—but it’s up to you to bring the human touch. Before hitting publish:

• Add your voice and tone.
• Include local language, slang, or references only a real human would know.
• Mention something specific: a recent guest, a local event, a memory from last winter.

People don’t connect with “perfect.” They connect with personal.

2. Share real moments—not just polished promos

It’s tempting to only post professional photos or slick ads. But your audience craves what’s behind the curtain: 

• A rainy day shot of your team setting up the firepit. 

• A handwritten welcome note on a guest’s pillow. 

• A dog shaking off ocean spray in the car park. 

This is the content that stops the scroll. It shows who you are—not just what you sell. 

3. Use AI as a creative sidekick—not your voice

AI tools are fantastic for speeding up the creative process: 

• Need headline ideas? Great. 

• Want help writing a caption draft? Sure. 

• Looking to brainstorm new promo names? Perfect. 

But the final word—and the tone—should still sound like you. AI is your assistant, not your identity. 

4. Show, don’t just tell

Let your content reflect your values: 

• Showcase your team, your spaces, and your guests (with permission). 

• Feature other local businesses and collaborations. 

• Embrace the quirks of the season—windy days, foggy walks, cozy corners. 

Authenticity isn’t a single post—it’s a consistent voice over time. 

5. Let your guests do the talking

User-generated content is one of the most authentic tools you have: 

• Repost tagged guest photos or reviews. 

• Invite testimonials in their own words. 

• Highlight guest stories in your newsletter or social media. 

Nothing is more real than someone saying, “I had a great time here and I’ll be back.” 

 

In a world of automation, be the reason someone feels seen

Technology will continue to evolve. AI will get smarter. But your voice, values, and connection to place will always set you apart. 

So go ahead—use the tools, save time, and work smarter. But don’t lose the most powerful thing in your marketing toolkit: 

You.