Concentrate on: Authentic personalisation at scale

How HubSpot’s AI brand kit helps marketers stay true to their voice

The Challenge: Scale meets authenticity

AI is everywhere in marketing these days. From automated email campaigns to chatbots and content generators, brands are leaning on AI to save time, personalise at scale, and deliver more content faster than ever. But here’s the catch: AI can replicate structure and grammar perfectly but it struggles to capture the nuance, personality, and local flavour that makes your brand unique.

Picture this: You open three emails from the same company.

1. The first one is chirpy and full of emojis, clearly trying to be relatable.
2. The second reads like a stiff legal notice, precise but soulless.
3. The third sounds like it was written by a chatbot after one too many coffees, overenthusiastic but off-brand.

Confused? So is your customer. In a world where AI can generate content in seconds, the risk isn’t speed, it’s inconsistency. Without a way to unify your voice across creators and channels, AI can actually dilute the very authenticity you’re trying to scale.

According to HubSpot's 2025 State of Marketing Report, companies that maintain consistent branding across all channels experience up to a 23% increase in revenue. The report also highlights that 96% of marketers report that personalisation boosts sales, emphasising the critical role of tailored content in enhancing customer engagement and conversion rates.

77% of marketers using generative AI say it helps them create more personalised content, with 56% stating that AI-generated content performs as well as or better than fully human-created content. That’s a pretty unstoppable combination. But the challenge is keeping your brand voice consistent across every channel and at every stage of the customer journey. Scaling personalisation often involves multiple writers, platforms, and campaigns and that’s exactly where the cracks start to show. For example:

• Proposals could sound different from emails.
• Social posts are playful, but product pages could be dry.
• Blogs are jargon-heavy, while ads are fluffy.
• Specs are clear, but case studies lack warmth.

The result? Prospects in your pipeline start to feel like they’re talking to five different companies at once.

Enter AI brand kits: What they are and why they matter 

So how can brands scale content production without losing authenticity? Enter AI Brand Kits.

An AI Brand Kit is a tool that helps brands maintain a consistent voice and personality across all content, even when multiple creators, teams, or AI tools are involved.

Key functions include:

• Learning your voice – Upload writing samples, define tone, style, and messaging guidelines.
• Applying rules across channels – From blogs to emails, social posts to landing pages, AI enforces the voice you’ve defined.
• Scaling personalisation – Teams can produce content faster without compromising consistency or authenticity.

Why they are important

With so much content being produced at breakneck speed, maintaining a cohesive voice is more important than ever. AI Brand Kits help brands:

1. Maintain trust and credibility – A unified voice reassures readers and strengthens recognition.
2. Preserve personality – Even when multiple contributors are involved, the brand’s tone stays authentic.
3. Save time and resources – Less editing, more content, and fewer inconsistencies.

Examples of AI Brand Kits on the market:

• HubSpot AI Brand Kit – Integrates into HubSpot’s content hub and trains AI to replicate your brand voice across all content.
• Other platforms – Tools like Jasper.ai, Writer.com, and Copy.ai allow tone training and brand-specific content rules, though workflow and integration vary.

By understanding what AI Brand Kits are and why they matter, brands can see how these tools address the growing challenges of AI-generated content such as consistency, authenticity, and scalability, before diving into a specific solution.

How HubSpot’s AI Brand Kit helps you stay authentic

Now that we understand what AI Brand Kits are and why they matter, let’s take a closer look at HubSpot’s AI Brand Kit and how it helps brands maintain a consistent voice without losing the personality that makes them stand out.

Think of it as a centralised brand coach for your content. It doesn’t just enforce rules; it learns the subtle nuances that make your brand unique, so every blog, email, or social post feels unmistakably and authentically you.

With HubSpot’s AI Brand Kit, you can:

• Define your tone of voice – Choose the style that reflects your brand: friendly but authoritative, casual Kiwi/Aussie confidence, or corporate but approachable.
• Set style and messaging rules – Include spelling preferences (NZ English!), key phrases, inclusivity guidelines, and words to avoid.
• Upload representative content – Feed in blogs, emails, or case studies that showcase your best brand personality.
• Train HubSpot AI – Generate blogs, emails, social posts, and landing pages that maintain consistency while letting each creator’s voice shine.

Why this matters at scale

• Consistency builds trust – Every touchpoint reflects the same reliable voice, reinforcing credibility.
• Personality-led content thrives – Even when multiple creators or teams are involved, the content stays authentic and engaging.
• Teams save time – Less editing, faster content creation, and more freedom to focus on strategy.

The magic: Unlike rigid templates, the AI Brand Kit preserves the individuality of your creators while ensuring all content adheres to a single, recognisable brand voice. That means your team can scale personalisation and publish faster without losing authenticity.

Practical examples and use cases

Here’s how different industries can use HubSpot’s AI Brand Kit to nail your tone of voice:

• Professional services (agencies, consultants)
  • Pain: Every consultant writes proposals differently—clients get mixed signals.
  • Solution: AI-generated proposals and follow-up emails that stick to the same brand tone.
• E-commerce / Retail
  • Pain: Product descriptions are factual, while emails sound cheeky meaning customers wonder which “voice” is real.
  • Solution: AI ensures landing pages, emails, and retargeting ads all share the same fun-but-trustworthy tone.
• Tech & SaaS
  • Pain: Blogs get too technical, ads too fluffy. The story doesn’t align.
  • Solution: AI balances authority and accessibility across product guides, blogs, and nurture sequences.
• Manufacturing & Trade
  • Pain: Case studies read like spec sheets with zero personality.
  • Solution: AI injects warmth and narrative into case studies, while keeping product specs crisp.

Tips for getting started with an AI Brand Kit

1. Choose a “gold standard” writing sample
   • Pick a blog, case study, or email that best represents your voice. Feed this into HubSpot’s AI Brand Kit.
2. Define your tone clearly
   • Go beyond “professional” or “casual.” Be specific, for example: “Clear, direct, with a touch of Kiwi humour.”
3. Add do’s and don’ts
   • Include words or phrases you always use, and those you avoid (e.g. no jargon, avoid US spelling).
4. Test and refine
   • Generate a blog or email draft with the Brand Kit, then review. Tweak rules until the outputs feel spot-on.
5. Roll it out gradually
   • Start with one content type (say, nurture emails), then expand to blogs, landing pages, and sales collateral.

Keeping it real: AI + human oversight to create helpful, people-first content

Here’s the truth: AI is a co-pilot, not the pilot. The Brand Kit ensures outputs are consistent and on-brand, but human marketers provide the experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) that Google values. They add the cultural nuance, local flavour, and strategic insight that AI can’t replicate.

Think of it like this: AI pours the flat white, but your marketing team adds the little fern design on top. That final touch transforms good content into content that your audience trusts, engages with, and that performs well in search.

Take the next step
If you’re ready to keep your content on-brand, save time, and create personalised experiences your audience will love, explore how HubSpot’s AI Brand Kit can help you scale authenticity with confidence.