HrvatskiStep 1
Write the facts down
What you may say about the company, with a source and a date. Short lines.
Brand OS Portal
AI tools and brand risk for marketing teams: 8 risks and the fix.
AI makes your team faster, and off-brand work faster too. Here are 8 risks and a simple fix for each.
Free: your brand in 3 real designs, in 48 hours.
The main brand risks of AI tools are made-up facts, a generic voice, wrong logos and colours, claims you cannot prove, private data pasted into tools, and nobody checking the result.
The fix is small. Give every AI tool the same approved facts and voice rules, set a short team rule sheet, and check work before it goes out.
By Vedran Obradović · Updated 7 November 2026
Why AI changes the brand risk.
Before AI, one off-brand post took a person an hour. Now it takes a minute. So the mistakes arrive faster too.
In most teams, five or ten people now use ChatGPT, Claude or an image tool. Each person asks in a different way. Each gets a different answer.
The result is a brand that sounds and looks a little different every week. Nobody did anything wrong. There was just no shared rule for the machine.
The good news: this is a setup problem, not a talent problem. Read why ChatGPT says wrong things about a company for the root cause.
The 8 brand risks, with the fix for each.
Read the list. Circle the ones you have seen in your own team.
| Risk | What it looks like | The fix |
|---|---|---|
| 1. Made-up facts | A post says you have 500 customers. You do not. | A short list of approved facts. AI may quote that list. |
| 2. Generic voice | Every post starts with "In today's fast-paced world". | Voice rules with real examples and a banned-phrases list. |
| 3. Off-brand visuals | Wrong blue, odd fonts, a tilted logo. | Ready designs where colours, fonts and logo are locked. |
| 4. Claims you cannot prove | "Trusted by everyone" with no proof. | A rule: no claim without a source on the facts list. |
| 5. Private data in tools | A client name or draft contract pasted into a chat. | A team rule on what never goes in. Check your tool settings. |
| 6. Look-alike images | An AI image that looks like another brand. | Use your own patterns and approved photos for public work. |
| 7. Ten people, ten ways | Everyone has a different prompt and tool. | One shared set of brand rules every tool loads. |
| 8. Nobody checks | Work goes live straight from the draft. | A 2-minute check before posting, with a named owner. |
Risks 2 and 7 are the most common. They are also the ones people forget, because the text still sounds fine. Read how to give ChatGPT and Claude your brand voice.
Free tool
What do AI tools see on your website?
Type your website address. You see what AI tools can read about you and what to fix next. It is free and runs right here.
Copy this AI rule sheet for your team.
One page. Print it or pin it. Change the brackets.
AI use rules for the marketing team
AI USE RULES - [Company name] - [date] 1. FACTS AI may state facts from the approved facts list: [link]. If a fact is not on the list, a person adds a source before it is used. 2. VOICE Every AI draft follows the voice rules: [link]. We do not use these phrases: [3-5 phrases you hate]. 3. VISUALS Posts, banners and slides are made from the approved designs: [link]. AI images are for ideas, never for the logo or product shots. 4. PRIVATE THINGS Never paste into any AI tool: client names under contract, prices not yet public, contracts, personal data, passwords, unreleased news. 5. CLAIMS No big claims without a source. Numbers need a date and a source. 6. THE CHECK A person reads every AI draft before it goes out. Owner of the check this month: [name]. 7. WHEN IN DOUBT Ask [name]. Reply within one working day.
Rules 1 and 2 work if the tool can read them. See brand guidelines for ChatGPT and brand guidelines for Claude.
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How to make AI tools follow your brand.
A rule sheet helps people. Machines need the rules in a form they can follow.
Step 2
Write the voice down
Say how you sound, with 5 good and 5 bad example sentences. See brand voice guidelines.
Step 3
Put both where AI can read them
Plain pages and a short file, not a 100-page PDF. See brand guidelines for AI agents.
Step 4
Use one set for every tool
Same facts, same voice, same visuals in every chat. One owner keeps it fresh.
Step 5
Check before it goes out
A person reads. A voice check scores the words. Visuals come from locked designs.
Step 6
Review once a month
Pick five posts at random. Fix the rule that let the weak one through.
In a Brand OS Portal, steps 1 to 5 sit in one place: approved facts, Voice Check, AI Kit with brand rules for ChatGPT and Claude, and ready designs. Your team logs in and works, day or night. See Brand OS Portal.
Why AI output looks generic, and what stops it.
AI averages the internet. Your brand is the opposite of average.
If you ask for "a LinkedIn post about our product", the tool gives the most common LinkedIn post. It is polite, round and the same as everyone else.
Three things make it yours: your facts (real numbers and names), your voice rules (short, plain, with examples) and your designs (your pattern, your type, your colours).
Without them, you get the look I describe in why AI startups look the same. With them, a draft starts close to done.
Is your team safe to use AI? Quick check.
Tick what is true today. Your ticks stay on this device.
0 of 8 done
Fewer than six ticks? Start with the facts list and the rule sheet above. Then see the AI-ready brand system for the full picture, or read how to reduce design requests in a marketing team.
Social Studio
Try one Brand OS Portal tool
On-brand work without a design queue.
This is a real tool from a real Brand OS Portal, on the MTG brand. Change the words. The design and the rules stay right.
Watch
Watch me show every tool.
I made short videos of the tools. Hear me explain them, then scroll through every one at work. Real tools, on a real brand.
Hear me explain
Every tool at work
Straight answers.
What are the main brand risks of using AI tools?
Made-up facts, a generic voice, wrong logos and colours, claims without proof, private data pasted into tools, and no check before posting.
How do I stop AI from making off-brand content?
Give every tool the same approved facts and voice rules, make visuals from locked designs, and have a person check each draft.
Should a marketing team have an AI policy?
Yes. One page is enough: what facts AI may use, what never goes in, who checks, and who to ask. Use the rule sheet on this page.
Can AI use my brand guidelines?
It can, if the rules are short, clear and in a form it can read. A long PDF is hard for AI to follow. See brand guidelines for AI agents.
Does a designer still matter if AI makes the posts?
Yes. A designer sets the brand, the voice and the starting designs. After that, AI and a portal handle the daily work inside those rules.
One more thing.
Death List Five. Five headaches, one portal. Sound on.
Does AI get your brand right? Check it free.
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