Telling stories makes us human: why AI will never replace great storytelling

What is great storytelling, and why does it matter to your brand?

Imagine you’re at the store. Maybe you’re doing this week's groceries, or maybe you’re just getting out of the house. As you walk down the aisles, each product is fighting for your attention, using a vast array of colours and catchy taglines. 

As you continue, an air fryer catches your eye. It’s not the style of air fryer or the size that draws your attention. It’s the picture on the box - crispy golden fries that fill the basket to its brim. It’s the family enjoying a hot meal together. It’s the promise of convenience and faster cooking. It’s the story.

A story that helps your brand doesn’t start with your products or services, it starts with the experience you aim to provide and the problem you plan to solve. People are more likely to buy an air fryer if you’re selling them convenience and delicious food, rather than just another appliance to put on their kitchen counter.

Anyone can tell a story, but not everyone can tell a great story. This distinction can make or break a brand’s success. At a time where advertisements are overwhelmingly in your face, and brands have more competition than ever, it’s important to set yourself apart. Storytelling is and always has been an effective way to do this. 

A great story starts with a great hook, a way to pull people in and hold their attention. There are so many brands out there trying to gain traction. It's important to stand out above the noise and really get to the heart of your story. You need to tell people why they should care about what you have to offer. 

Storytelling starts with a problem and ends with a solution, and it’s your job to explain why the problem you’re solving is worth paying attention to.

Why AI will never replace great storytelling

Storytelling takes emotion, experience, and intention, important elements that AI cannot master. 

When used to write creatively or produce art, it does so without intent and with a voice that is often generic and unspecific. AI doesn’t connect with people; people do. And to tell a great story, you must connect with your audience. 

Human experiences bring people together and help your audience connect with the story you’re telling, and  AI’s experience is limited to whatever has been used to train it. It’s not a magic bullet. Just like you wouldn’t trust any random person to tell your story, AI shouldn’t be trusted to tell it either. At least not on its own. 

The content that AI tools generate is influenced by what is uploaded to their systems, and much of this training data likely won’t add anything of substance to your story. After all, you know your story best! 

AI doesn’t have the ability to create stories without human influence. To use AI effectively in the storytelling process, it must be treated like a tool in your toolbox, not a shortcut. 

AI can never replace you but it can help you—if you know how to use it

Solely using AI to tell your story is never a good idea, but it can help you through the process. 

Brainstorming, organizing, and editing can be done with AI, but the key to using it effectively is to anticipate problems and to always have a human's eyes be the last to cross your work. 

AI can handle simple tasks like recognizing common errors and providing different perspectives on your writing. By handling the small repetitive tasks, AI gives brands more time to focus on crafting their story and finding ways to connect with their audience. 

AI is not a storyteller, but it is a tool that can streamline the writing process. Much like an air fryer, AI provides the speed and convenience needed to give brands the ability to work smarter and faster than their competitors. 

At Jester, we’ve mastered the tools and we can help you do the same. Connect with us and gain the AI clarity you need.