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AI can write copy. You craft credibility.

  • Writer: Ruth Mthembu
    Ruth Mthembu
  • Apr 25
  • 1 min read

AI is here, and it's loud. From polished press releases to pixel-perfect presentations, it's clear when content has been shaped by artificial hands. But here’s the catch: it’s also becoming painfully obvious when it has. As communication professionals, we pride ourselves on nuance, empathy, and originality and that’s exactly what generic, over-polished AI copy often lacks. In a world where tone-deaf templates are flooding inboxes, we can’t afford to become lazy with language.


That’s why I'm looking forward to the Institute for Internal Communication Africa's (IFICA) upcoming virtual session on AI, a sharp, energising session designed to help internal communication professionals use AI not as a crutch, but as a creative co-pilot. This isn’t about replacing the writer’s voice. It’s about enhancing it. It takes place on the 6th of May 2025 at 6:30pm (SAST) and I would love to see you there. The session will go beyond hype, diving into real examples and hands-on strategies to help you work smarter with AI while keeping your messaging human, meaningful and unmistakably you. Sign up HERE to attend, for free!



Whether you’re just starting to explore AI or you’re already experimenting with tools, IFICA’s workshop is a space to ask questions, swap insights and sharpen your instincts. Let’s stop sounding like machines and start using them to amplify what makes our communication truly impactful: authenticity, intention and a healthy respect for the craft.


Get to know IFICA and what we are all about here: https://ifica.co.za/


 
 
 

2 Comments


Guest
Apr 25

I was just talking about this with a colleague, signed up!

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Guest
Apr 25

Yay first to comment! I’ve signed up for the virtual session🙌🏾

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