Texts, newsletters and images in your own voice — with a person who reviews them before anything is published
I help small businesses use AI to produce texts, newsletters, social media posts, product descriptions and images — in the company's own voice, and with a person who reviews everything before it is published.
What AI does well is remove the blank page. What it cannot do is know what you stand for. So the work is mostly about giving the tool the right material and deciding who reads things through.
In a small business, marketing is often the thing that gets put off. The newsletter that was meant to go out every month has gone out twice this year, the product descriptions are the supplier's, and the social media posts come in bursts whenever someone has time. It is rarely a lack of ideas. It is a lack of time to get from idea to finished text.
That is where AI is genuinely useful. A draft that takes twenty minutes to correct instead of two hours to write is the difference between something getting done and not. But anyone who publishes the drafts as they stand gets texts that sound like everybody else's, and sometimes texts that are not true.
This page is about producing content. Being visible in Google and in AI services' answers is a separate job, described on the page about AI SEO. What generative AI is good and bad at in general is on the page about generative AI for businesses.
What it is used for
Five kinds of content where AI helps
Newsletters
The month's news, an offer, something you have learned. AI can make a first draft from a few keywords and a list of what has happened, and suggest subject lines to choose from. You decide what goes in and rewrite whatever doesn't sound like you.
Social media
A longer piece — an article, a newsletter, a write-up of a project — can become several shorter posts adapted to each channel. That is often the quickest win, because the content already exists and only needs reshaping.
Product and service descriptions
Many products with similar descriptions is exactly the kind of work AI handles well, as long as the facts come from you: dimensions, materials, terms. The tool phrases things, and the details are checked against the source material before they are published.
If you run an online shop with hundreds of items, the texts are tied to the product data, the orders and the stock. That whole picture is described on the page about AI for e-commerce.
Web copy and offers
Pages about what you do, answers to common questions, draft quotes and campaign copy. Here AI is mostly a sparring partner: it suggests, questions and shortens, and you write the final version.
Images
Illustrations, backgrounds and images for posts where it doesn't matter that the subject is made up. Where the image is meant to show something true — the product, the premises, the staff — your own photo is almost always better, and sometimes the only right choice.
How it works
Your voice first, the tool second
What decides the quality is not which tool you use. It is what the tool gets told. A system that doesn't know you guesses, and a guess that has to suit everyone becomes the most generic answer: polite, correct and with nothing of yours in it.
A voice document. One or two pages on how you write: who you are writing to, how formal you are, a few texts you are happy with, and words and phrases you never use. It is the single most important piece of material, and it can be written in an afternoon.
Saved instructions. For each recurring kind of text — the newsletter, the product description, the post — an instruction that gives good results and that everyone can use. How to write one is covered in the article on writing instructions for AI.
Facts from you, not from the tool. Prices, dimensions, dates and terms are pasted into the material. What the tool hasn't been told it must not make up, and the instruction says so explicitly.
A review with a name on it. Someone reads every text before it goes out, checks the details and rewrites whatever doesn't sound like you. Whoever publishes is responsible for the text, whatever wrote the draft.
Honestly
Four risks to take seriously
Factual errors that sound certain. Language models produce what is probable, not what is true, and an invented price or a wrong product feature looks exactly like a real one. In marketing it is also your responsibility: a claim that misleads the customer is misleading marketing, whoever wrote it.
A tone that sounds like everybody else's. When many companies use the same tools with the same short instructions, the texts start to resemble each other. It is the less obvious risk, and it costs the most over time, because the one thing a small firm has that nobody else has is its own voice. That is also why the voice document comes first.
Copyright and image rights. Copyright protects human creation, and an image generated entirely by AI probably has no protection of its own. The legal position has not been fully tested. Do not use AI to imitate a famous person, someone else's brand or a living artist's style, and read the terms of the tool you use — they differ in what you are allowed to do with the output.
Labelling under the EU AI Act. Since 2 August 2026 the transparency requirements in Article 50 apply. For a company's marketing this means, in short, three things. Images, audio and video created or manipulated with AI that could be taken as authentic depictions of real people, places or events must be labelled as AI-generated, except where the content is evidently artistic, creative or satirical (a lighter disclosure is then enough). The technical, machine-readable marking is the tool provider's obligation; the company that publishes is responsible for disclosing deepfakes. An AI chat on your website must make clear that it is not a human, unless it is obvious that you are talking to an AI. And text published to inform the public on matters of public interest must be labelled, unless a person has reviewed it and someone holds editorial responsibility for it. This is the situation in November 2026; more about the regulation is in the article on the EU AI Act for small businesses. I am an AI consultant, not a lawyer, and in borderline cases you should ask one.
On top of that comes personal data. A customer list pasted into a tool to get help with a newsletter is a transfer to a third party. Decide what may be entered where — AI and GDPR describes how.
How it works in practice
From first draft to a way of working
1. A first meeting. We go through what you publish today, what gets put off and who writes. You get an honest answer about where AI is useful for you and where it isn't.
2. Voice and material. We write the voice document together and gather the facts the texts will be based on.
3. One workflow at a time. We start with the kind of text that takes the most time, for example the newsletter, and develop instructions that give drafts you want to keep working on. Then the next one.
4. Review and handover. We decide who reads what, how the details are checked and where the instructions are kept. If more of your staff are going to work this way there is AI training for businesses, and what belongs in an AI policy is described in the article on an AI policy for small businesses.
Honestly
When AI is not the answer
When you don't know what you want to say. AI can phrase things, but it cannot decide what your offer is or why anyone should choose you. If that is unclear, the texts get faster, not better.
When the problem is that nobody finds you. More texts don't help if the site isn't visible. Then AI SEO is the right place to start.
When the text needs to be personal. A reply to an individual customer, a thank-you, an apology. A draft can support you there, but whoever sends it should have written it. If AI is to help with customer replies at scale there is AI customer service.
When you publish little and do it well. Then there is no time to save, and the risk of the tone drifting is greater than the gain.
Background
Who is helping you
Behind it is Glänne & Söner, my one-person business in Lindesberg. I work this way myself: on my own website AI helps produce drafts and check the texts, and I review, rewrite and take responsibility for what is published. How the firm is run with a team of AI colleagues, each with its own role, is on a page of its own.
I take assignments across Sweden; most of it works well remotely. All the AI services are gathered on the page about AI consulting.
They can if nobody has worked on them. A draft published as it stands often sounds like everybody else's: polite, correct and with nothing of yours in it.
That is why the work starts with describing your voice and gathering material, and why every text is rewritten by a person before it goes out. The aim is for the text to sound like you, not to hide that a tool helped.
Do we have to label AI-generated content?
Sometimes. Since 2 August 2026 the transparency requirements in Article 50 of the EU AI Act apply. Images, audio and video created or manipulated with AI that could be taken as authentic depictions of real people, places or events must be labelled. An AI chat on your website must make clear that it is not a human, unless it is obvious that you are talking to an AI.
The requirement to label text applies to text published to inform the public on matters of public interest, and falls away when a person has reviewed the text and someone holds editorial responsibility for it. This is the situation in November 2026. I am not a lawyer, and in borderline cases you should ask one.
Who owns the texts and images?
You are responsible for everything you publish, whichever tool produced the draft. Copyright protects human creation, and an image generated entirely by AI probably has no protection of its own, so a competitor could in principle use it. The legal position has not been fully tested.
So do not use AI to imitate a famous person, someone else's brand or a living artist's style, and use your own photos where it matters what is true, for example of the product.
Can AI write in our tone of voice?
Yes, if it has something to go on. A short document on how you write, with examples of texts you are happy with and words you never use, makes a bigger difference than the choice of tool.
Without it the result is an average tone that suits everyone and no one.
What does it cost?
It depends on how many workflows are involved and how much material already exists. You receive a fixed quote after a first meeting, free of charge.
What gets put off in your business?
Tell me what you publish today and what never gets done. After a first meeting, free of charge, you will know where AI is useful in your marketing, and receive a fixed quote.
