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Brilliant brands with fabulous marketing are pumping out utterly forgettable AI content.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},false,"default",{"id":38,"type":27,"content":39},"3c232a0f-f8ae-80da-b9e1-f742268b91dc",{"rich_text":40,"icon":15,"color":36},[41],{"type":31,"text":42,"annotations":44,"plain_text":43,"href":15},{"content":43,"link":15},"Tech alone won’t solve it. Marketers will. (AI can help.) It starts with using common AI tools, like ChatGPT, in a custom way. You don’t get there by writing fifty-page prompts. You do it by providing strategic context, tests, and tweaks.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":46,"type":27,"content":47},"3c232a0f-f8ae-8061-ae77-e088d530b936",{"rich_text":48,"icon":15,"color":36},[49,53,59,63,69],{"type":31,"text":50,"annotations":52,"plain_text":51,"href":15},{"content":51,"link":15},"In this article, we’ll show you how.  (The “we” is me and ",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":54,"annotations":58,"plain_text":55,"href":57},{"content":55,"link":56},"Emily Mermell",{"url":57},"https://www.linkedin.com/in/emily-mermell/",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":60,"annotations":62,"plain_text":61,"href":15},{"content":61,"link":15},". We recently co-hosted ",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":64,"annotations":68,"plain_text":65,"href":67},{"content":65,"link":66},"a webinar on how to differentiate your AI content",{"url":67},"https://youtu.be/vf8B13jqaD8",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":70,"annotations":72,"plain_text":71,"href":15},{"content":71,"link":15},".  This article centers around Emily’s portion of the talk.)",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":74,"type":75,"content":76},"3c232a0f-f8ae-8029-acaa-eb175c7e947d","heading_2",{"rich_text":77,"is_toggleable":35,"color":36},[78],{"type":31,"text":79,"annotations":81,"plain_text":80,"href":15},{"content":80,"link":15},"None of this works without humans",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":83,"type":27,"content":84},"3c232a0f-f8ae-80fd-ab0b-faf6c16a4cbe",{"rich_text":85,"icon":15,"color":36},[86],{"type":31,"text":87,"annotations":89,"plain_text":88,"href":15},{"content":88,"link":15},"Full disclosure: Emily and I are human beings who like having jobs. We don’t want AI bots to replace entire marketing teams. We don’t think AI should replace actual writers. It’s bad for your brand and it’s bad for human beings.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":91,"type":27,"content":92},"3c232a0f-f8ae-8093-9c98-e9082490bb75",{"rich_text":93,"icon":15,"color":36},[94],{"type":31,"text":95,"annotations":97,"plain_text":96,"href":15},{"content":96,"link":15},"At the same time, we think AI is really useful. When a simple AI system is thoughtfully customized it can help us all work smarter and faster. It can help us get better at the jobs, which we like having. So that’s what we’re advocating in this article.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":99,"type":75,"content":100},"3c232a0f-f8ae-8019-93a4-c938aee225f3",{"rich_text":101,"is_toggleable":35,"color":36},[102],{"type":31,"text":103,"annotations":105,"plain_text":104,"href":15},{"content":104,"link":15},"You can build your own custom ChatGPT in ~10 minutes",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":107,"type":27,"content":108},"3c232a0f-f8ae-804b-8fc2-de72acf26a36",{"rich_text":109,"icon":15,"color":36},[110],{"type":31,"text":111,"annotations":113,"plain_text":112,"href":15},{"content":112,"link":15},"This is a pretty basic method, but it will give you a huge advantage over out-of-the-box GPT. 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Type into the chat bar: ",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":131,"annotations":133,"plain_text":132,"href":15},{"content":132,"link":15},"What are the steps to building a custom GPT?",{"bold":35,"italic":134,"strikethrough":35,"underline":35,"code":35,"color":36},true,{"id":136,"type":137,"content":138,"localImagePath":144},"3c232a0f-f8ae-809b-b259-e612e31e1fd2","image",{"caption":139,"type":140,"file":141},[],"file",{"url":142,"expiry_time":143},"https://prod-files-secure.s3.us-west-2.amazonaws.com/2bc34696-14ae-4d27-8123-f11ed6b61985/e812b56b-8bcf-4c99-a780-360b8e15c85c/194-build-chat-GPT-GIF.gif?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=ASIAZI2LB466ZBWEQHH7%2F20260907%2Fus-west-2%2Fs3%2Faws4_request&X-Amz-Date=20260907T043307Z&X-Amz-Expires=3600&X-Amz-Security-Token=IQoJb3JpZ2luX2VjEGsaCXVzLXdlc3QtMiJHMEUCIEhC96qpYrg5o9oGdeNUQm0g%2FjWRpRbIRoIymvDux2IcAiEAinv0W6U%2FGhv1tewDrSizq9EgENlPXl41m5JlZ1glXKYq%2FwMIMxAAGgw2Mzc0MjMxODM4MDUiDAJ4l3vNhARH%2BvwG3CrcA6xXlrO1p1oju3ZAlZoPygQ3WCP5797IldIouFG9qJF%2FvqUYyEC%2FS9mOWeAaEzWMTzAJB6q0m3w%2BgWVHiNrjmM6AAQ3YCqTKOsCWxa27fJdX6dAjG6H%2BMFfhVBBbKELqemhFhSTvsWlBYb4rDcOxxh%2FiCJHI56CUascmK4H3OZNmsynlegzLcsybedwhyjgqzxzQagxgSu0PtK1KGCAJHrKQvuxebxetwx4qlOPqLyTnF0oranoEDP4mzWMTS4iU6Lm952qBZxRfHT9MqHusk9BReeIBL8EerQfqs1Q3wPukv1ogoAN6dGj5skjiqPFGuULxnwTBiMWvVEBF4lNfqF3vBFfFOjFyFA4n476hm3spq74FCo00ufLeQ%2BoeBk6N0SuFPWb4WdM%2BW9hK2s5VbwnmIY%2FQpuWoaURjMwurXNHuewQU4FyNEpTzHqzUZh8AbLtDGmKcOKRk5pAcyWeL2RInujjLWwddBpvvdNlLLR9FaYP7zZBmJ8ymH5kbnXyFuDo0AxOMferJmaGwuHm6jtOcuMj0IgEdM57%2FOM5jE8rBgn01OuLM%2BjDqVhVdOYUcKnmQ4eeSXPSFVs%2Bri4jYaJR1rcrIZFFkvGDfnFd0ZRsWwfpYNSqDEvGE1nF9MLK%2B%2BNQGOqUB9IYw384HGOn1jOZlX4oJtnxGPvBlIIJTnDRYl9zynAS4ey0qe6L%2FgSGKHwu%2BxssEiLeQZOlw2uJDZY7cojH6ZSYMWAly3ZoPva9zhcj%2BbMkNM3nw%2ByaYKOdDyH2PK7nCgpkQAfPYk%2F5KHZu9qcfRwhQk%2B3DppR1fJYexAfFm7Wb22wUA%2FD5FgEK8vut75M28jrPPjFjjwPsGAh75wa8Tw%2BZ2hVQR&X-Amz-Signature=03a213cba12ad29de0b24e3bdc1be925e220689123623715c1b5c8b39c01fed8&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject","2026-09-07T05:33:07.578Z","194-build-chat-GPT-GIF.gif",{"id":146,"type":27,"content":147},"3c232a0f-f8ae-80a1-ae17-ea3e854a3066",{"rich_text":148,"icon":15,"color":36},[149],{"type":31,"text":150,"annotations":152,"plain_text":151,"href":15},{"content":151,"link":15},"It’s way more fun than reading through, step-by-step in this blog post. Once it’s up and running, you can start customizing.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":154,"type":75,"content":155},"3c232a0f-f8ae-8014-bb8f-edd21c53b00f",{"rich_text":156,"is_toggleable":35,"color":36},[157],{"type":31,"text":158,"annotations":160,"plain_text":159,"href":15},{"content":159,"link":15},"Overview: building AI to support humans",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":162,"type":27,"content":163},"3c232a0f-f8ae-8089-b5b1-f636b9987b94",{"rich_text":164,"icon":15,"color":36},[165],{"type":31,"text":166,"annotations":168,"plain_text":167,"href":15},{"content":167,"link":15},"The process boils down to three steps:",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":170,"children":171},"numbered_list",[172,185,197],{"id":173,"type":174,"content":175,"numbered_list_start":134},"3c232a0f-f8ae-80e8-a5cd-de7caf167e2f","numbered_list_item",{"rich_text":176,"color":36},[177,181],{"type":31,"text":178,"annotations":180,"plain_text":179,"href":15},{"content":179,"link":15},"Establish your brand.",{"bold":134,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":182,"annotations":184,"plain_text":183,"href":15},{"content":183,"link":15}," Brand is your differentiator so it needs to be crystal clear. Also, it needs to be documented so that your AI bots get the message.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":186,"type":174,"content":187},"3c232a0f-f8ae-8056-a986-d3aad9dff35b",{"rich_text":188,"color":36},[189,193],{"type":31,"text":190,"annotations":192,"plain_text":191,"href":15},{"content":191,"link":15},"Tailor AI to your brand.",{"bold":134,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":194,"annotations":196,"plain_text":195,"href":15},{"content":195,"link":15}," It’s not about the tool you choose, it’s about how you customize it. Once you build a bot that knows your brand, you’ll spend a lot less time fixing mistakes.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":198,"type":174,"content":199,"numbered_list_end":134},"3c232a0f-f8ae-805f-8cd5-c27cc1db23ec",{"rich_text":200,"color":36},[201,205],{"type":31,"text":202,"annotations":204,"plain_text":203,"href":15},{"content":203,"link":15},"Test, tweak, repeat.",{"bold":134,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":206,"annotations":208,"plain_text":207,"href":15},{"content":207,"link":15}," Use the content in measurable ways to see what is and isn’t working, then update your AI bot accordingly.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":210,"type":27,"content":211},"3c232a0f-f8ae-803f-a00f-c359e15f2117",{"rich_text":212,"icon":15,"color":36},[213],{"type":31,"text":214,"annotations":216,"plain_text":215,"href":15},{"content":215,"link":15},"All of the above are jobs for humans!. The creativity, insight, and experience of a seasoned marketer is, in our opinion, irreplaceable.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":218,"type":27,"content":219},"3c232a0f-f8ae-808e-b193-e96ec10c8fc9",{"rich_text":220,"icon":15,"color":36},[221],{"type":31,"text":222,"annotations":224,"plain_text":223,"href":15},{"content":223,"link":15},"Writers, editors, and in-house experts are guiding and refining every step of the way.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":226,"type":227,"content":228},"3c232a0f-f8ae-80bf-bdbe-c745667b5e43","heading_3",{"rich_text":229,"is_toggleable":35,"color":36},[230],{"type":31,"text":231,"annotations":233,"plain_text":232,"href":15},{"content":232,"link":15},"1. 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You can’t outsource it to bots.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":243,"type":27,"content":244},"3c232a0f-f8ae-8076-9260-c9bef6e04b1c",{"rich_text":245,"icon":15,"color":36},[246],{"type":31,"text":247,"annotations":249,"plain_text":248,"href":15},{"content":248,"link":15},"Brand strategy documentation provides the context that AI needs in order to write anything that sounds authentic and resonates with your specific audience.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":251,"type":27,"content":252},"3c232a0f-f8ae-802d-892b-f65fe03aa8f7",{"rich_text":253,"icon":15,"color":36},[254],{"type":31,"text":255,"annotations":257,"plain_text":256,"href":15},{"content":256,"link":15},"You might have gaps in your documentation. It’s worth your time to fill those gaps before you proceed. Putting together docs can feel arduous, and often requires collaboration with other members of your team, but the time invested here will save you ten-fold later on.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":259,"type":227,"content":260},"3c232a0f-f8ae-8096-a163-ed846ec84ce0",{"rich_text":261,"is_toggleable":35,"color":36},[262],{"type":31,"text":263,"annotations":265,"plain_text":264,"href":15},{"content":264,"link":15},"2. Tailor AI to your brand.",{"bold":134,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":267,"type":27,"content":268},"3c232a0f-f8ae-8070-bac1-c94d47bb7911",{"rich_text":269,"icon":15,"color":36},[270],{"type":31,"text":271,"annotations":273,"plain_text":272,"href":15},{"content":272,"link":15},"You can use Claude or ChatGPT to build out a bot that knows your brand and enables the humans behind it. (Later on in this article we're going to show you what this step looks like.)",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":275,"type":27,"content":276},"3c232a0f-f8ae-8013-a46a-e72d24cee86e",{"rich_text":277,"icon":15,"color":36},[278],{"type":31,"text":279,"annotations":281,"plain_text":280,"href":15},{"content":280,"link":15},"Custom AI builds are available with most entry-level subscription packages but lots of marketers don’t even know that it’s waiting for them, or that you can build these out without having much technical know-how.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":283,"type":227,"content":284},"3c232a0f-f8ae-804a-bd1e-eae9a017f9f6",{"rich_text":285,"is_toggleable":35,"color":36},[286],{"type":31,"text":287,"annotations":289,"plain_text":288,"href":15},{"content":288,"link":15},"3. 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You can also use A/B test platforms like Optimizely to test slightly tweaked versions against each other.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":307,"type":27,"content":308},"3c232a0f-f8ae-80ae-b7cf-f4e9a87d16e3",{"rich_text":309,"icon":15,"color":36},[310],{"type":31,"text":311,"annotations":313,"plain_text":312,"href":15},{"content":312,"link":15},"So test the AI, assess the output, refine the AI, test it some more, and then test it again. We want this to be a living, breathing tool that continuously gets updated.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":315,"type":75,"content":316},"3c232a0f-f8ae-805b-9ed2-e21a34724d65",{"rich_text":317,"is_toggleable":35,"color":36},[318],{"type":31,"text":319,"annotations":321,"plain_text":320,"href":15},{"content":320,"link":15},"Your brand is the bedrock",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":323,"type":27,"content":324},"3c232a0f-f8ae-8087-a4ce-efbb55762d38",{"rich_text":325,"icon":15,"color":36},[326],{"type":31,"text":327,"annotations":329,"plain_text":328,"href":15},{"content":328,"link":15},"Here’s what we mean when we talk about “brand” in this article: brand is the way that your company is perceived.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":331,"type":27,"content":332},"3c232a0f-f8ae-80be-81b4-c3d7203beb33",{"rich_text":333,"icon":15,"color":36},[334],{"type":31,"text":335,"annotations":337,"plain_text":336,"href":15},{"content":336,"link":15},"Your brand is not defined by the channels that you publish on. 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People would kind of fall into having a brand strategy. It was a gradual process.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":387,"type":27,"content":388},"3c232a0f-f8ae-80ec-b48f-d68db3b770b0",{"rich_text":389,"icon":15,"color":36},[390],{"type":31,"text":391,"annotations":393,"plain_text":392,"href":15},{"content":392,"link":15},"It’s a much faster, condensed process these days, now that AI is readily accessible to customers and marketers alike. AI has the ability to turn accidents into disasters at an incredible pace.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":395,"type":27,"content":396},"3c232a0f-f8ae-803b-8a79-cef37d38eb65",{"rich_text":397,"icon":15,"color":36},[398],{"type":31,"text":399,"annotations":401,"plain_text":400,"href":15},{"content":400,"link":15},"That’s why brand documentation is essential for any team that is creating content with AI.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":403,"type":75,"content":404},"3c232a0f-f8ae-8013-b58b-c4a5eb08df8e",{"rich_text":405,"is_toggleable":35,"color":36},[406],{"type":31,"text":407,"annotations":409,"plain_text":408,"href":15},{"content":408,"link":15},"Case study: training AI to improve landing page copy",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":411,"type":27,"content":412},"3c232a0f-f8ae-8081-8dca-dece2982491e",{"rich_text":413,"icon":15,"color":36},[414],{"type":31,"text":415,"annotations":417,"plain_text":416,"href":15},{"content":416,"link":15},"This is an example from Emily’s work at Tailscale. The marketing team there runs a lot of tests to make sure that the content and design elements on the website are working.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":419,"type":27,"content":420},"3c232a0f-f8ae-80b0-99f1-fe45617e4770",{"rich_text":421,"icon":15,"color":36},[422],{"type":31,"text":423,"annotations":425,"plain_text":424,"href":15},{"content":424,"link":15},"At first, they were using a typical, out-of-the-box ChatGPT to put some content on the site. In other words: they were doing exactly what we’re saying not to do. The results were, predictably, pretty generic. 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I don't know what this product is.”)",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":443,"type":27,"content":444},"3c232a0f-f8ae-80f6-99fe-e9a2c41f5efb",{"rich_text":445,"icon":15,"color":36},[446],{"type":31,"text":447,"annotations":449,"plain_text":448,"href":15},{"content":448,"link":15},"The Tailscale team had provided some context to the AI but only about their product. So the AI understood the tech but it didn’t understand the customers. 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If you happen to have your brand messaging pillars already perfected in a document, that’s awesome! But you can get by without it.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":722,"type":27,"content":723},"3c232a0f-f8ae-8098-b4b4-ed2f135fe445",{"rich_text":724,"icon":15,"color":36},[725],{"type":31,"text":726,"annotations":728,"plain_text":727,"href":15},{"content":727,"link":15},"Look for internal documents that you use just to train your sales and marketing teams. You probably have one-pagers that represent your current brand style and value prop. 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It’s almost as bad as having none at all.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":742,"type":227,"content":743},"3c232a0f-f8ae-80f9-9c6d-f53849dfcae6",{"rich_text":744,"is_toggleable":35,"color":36},[745],{"type":31,"text":746,"annotations":748,"plain_text":747,"href":15},{"content":747,"link":15},"AI can help you create some of these materials",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":750,"type":27,"content":751},"3c232a0f-f8ae-80cf-9906-f56e5151e634",{"rich_text":752,"icon":15,"color":36},[753],{"type":31,"text":754,"annotations":756,"plain_text":755,"href":15},{"content":755,"link":15},"If you don’t have a messaging pillar document, for example, AI can help. Emotional posture, style guides, brand values… AI often does a decent job with these. Ask it to review some of your most current content.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":758,"type":27,"content":759},"3c232a0f-f8ae-80ca-8da9-e8538f144577",{"rich_text":760,"icon":15,"color":36},[761],{"type":31,"text":762,"annotations":764,"plain_text":763,"href":15},{"content":763,"link":15},"Make sure that you have smart humans who can review every brand document that AI creates in this way. Some tweaks will always be required. Again, it’s just a matter of guiding it and then checking its work. Once the documents are finalized you can feed them back to the AI to inform the model.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":766,"type":227,"content":767},"3c232a0f-f8ae-8057-bae9-e4ecfd6b4cd9",{"rich_text":768,"is_toggleable":35,"color":36},[769],{"type":31,"text":770,"annotations":772,"plain_text":771,"href":15},{"content":771,"link":15},"Define your voice on your own terms",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":774,"type":27,"content":775},"3c232a0f-f8ae-806e-b721-e8c99bb579ab",{"rich_text":776,"icon":15,"color":36},[777],{"type":31,"text":778,"annotations":780,"plain_text":779,"href":15},{"content":779,"link":15},"Some brands like to include puns in their content. Some people really like to have very cut-and-dry and serious content writing. 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For example, early on, Emily fed various Tailscale landing pages in ChatGPT and asked how it would define the brand voice. Then she decided whether she liked its analysis or not, iterated on the output, and wound up with some docs that aligned with her vision for the brand.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":798,"type":227,"content":799},"3c232a0f-f8ae-8078-9997-d4c4b1d137f4",{"rich_text":800,"is_toggleable":35,"color":36},[801],{"type":31,"text":802,"annotations":804,"plain_text":803,"href":15},{"content":803,"link":15},"Testing and refinement are what make your process great",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":806,"type":27,"content":807},"3c232a0f-f8ae-802b-b169-d1cdf4d5e71c",{"rich_text":808,"icon":15,"color":36},[809],{"type":31,"text":810,"annotations":812,"plain_text":811,"href":15},{"content":811,"link":15},"Let's say you gave your custom GPT to five, or ten, or 26 team members. You've now enabled all of them to start writing off of the exact same source material for their own surface. So you have a whole team of smart people who are trying out the AI and noting its weak spots.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":814,"type":27,"content":815},"3c232a0f-f8ae-80ef-898d-f0998ad79a30",{"rich_text":816,"icon":15,"color":36},[817],{"type":31,"text":818,"annotations":820,"plain_text":819,"href":15},{"content":819,"link":15},"You can tweak the AI based on this feedback from the team. If the person in charge of paid ads, for example, finds that certain phrases outputted by the AI are performing badly, you can tweak the AI to avoid those phrases in the future.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":822,"type":27,"content":823},"3c232a0f-f8ae-809b-af6e-ddee3f48558c",{"rich_text":824,"icon":15,"color":36},[825],{"type":31,"text":826,"annotations":828,"plain_text":827,"href":15},{"content":827,"link":15},"That’s the best part: you keep refining until you can really get it to speak the way you want it to speak. 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You can just hand the README to Claude and have it walk you through the whole thing, then operate the \"brain\" and \"hands\" through simple chat commands from there. It's a heavier lift than a single custom GPT, but it's a natural next step once you've proven this approach works and you're ready to scale it across a whole team.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":872,"type":75,"content":873},"3c232a0f-f8ae-807f-8db1-dc76a32cc38d",{"rich_text":874,"is_toggleable":35,"color":36},[875],{"type":31,"text":876,"annotations":878,"plain_text":877,"href":15},{"content":877,"link":15},"At the end of the day, it’s about fundamentals",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":880,"type":27,"content":881},"3c232a0f-f8ae-803b-8264-e5629c5b7e60",{"rich_text":882,"icon":15,"color":36},[883],{"type":31,"text":884,"annotations":886,"plain_text":885,"href":15},{"content":885,"link":15},"Understanding your differentiators, understanding what your customers care about, figuring out how to best communicate it all… Some classics never go out of style.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":888,"type":27,"content":889},"3c232a0f-f8ae-807c-aaa5-dbaba7ddb40d",{"rich_text":890,"icon":15,"color":36},[891,897],{"type":31,"text":892,"annotations":896,"plain_text":893,"href":895},{"content":893,"link":894},"The AI component is an additive layer.",{"url":895},"https://www.ercule.com/blog/agentic-marketing-get-started",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":898,"annotations":900,"plain_text":899,"href":15},{"content":899,"link":15}," You’re doing the tried-and-true brand work and then showing AI where to find it.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":902,"type":27,"content":903},"3c232a0f-f8ae-80e5-9fd7-e9a01ebf8a86",{"rich_text":904,"icon":15,"color":36},[905],{"type":31,"text":906,"annotations":908,"plain_text":907,"href":15},{"content":907,"link":15},"Tailscale uses their custom AI for everything from paid ads to sales emails and regular marketing emails. You can, too! That is, once you get your custom AI trained up on your brand fundamentals.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},1788755586583]