Behind the Brief – Episode 8 | Ft. Ash Aujla
“If your messaging feels safe, it’s forgettable—especially when AI can spin up a thousand taglines in a minute.”
— Ash Aujla
Why Finding a Unique Brand Voice with AI Tools Is Your Most Powerful Competitive Advantage
If your messaging sounds like it came straight out of an AI template, chances are—it did. In today’s market, how product marketers cut through AI-generated noise is the single biggest challenge facing PMMs. With AI tools churning out endless content, the need to find a unique brand voice with AI tools isn’t just marketing jargon—it’s survival.
Ash Aujla joins us to reveal why a strong, authentic brand voice is the most effective way to stand out—and why most companies still ignore it.
Competitive Intelligence Strategies for AI Era Marketing: Clarity Without Copying
A huge mistake PMMs make is using competitive intelligence as a shortcut to copy competitors. Ash flips this on its head, showing how competitive intelligence strategies for AI era marketing should be about gaining clarity, not replicating tired messaging.
Incorporating AI tools can help scan competitor content and identify gaps, but the magic happens when PMMs take those insights to craft original, resonant narratives that no AI can authentically generate.
AI Content vs Authentic Messaging in Product Marketing: Drawing the Line
AI can power up your content production, but AI content vs authentic messaging in product marketing isn’t a zero-sum game. It’s about leveraging AI to handle first drafts, data crunching, and A/B testing—while reserving the creative, emotional, and strategic parts of your message for human insight.
Ash emphasizes: “AI can write a lot, but it can’t write you.”
How to Write Bold PMM Copy in 2025: From Safe Templates to Brave Writing
The future belongs to PMMs who embrace how to write bold PMM copy in 2025—writing that steps away from the “safe” and predictable AI-generated scripts.
We discuss how shifting from approval-seeking to brave writing creates memorable messaging that sparks conversations and builds lasting brand loyalty.
Using AI for First Drafts and Injecting Human Insight: The Human-AI Collaboration in Go-to-Market Strategy
One of the hottest trends right now is using AI for first drafts and injecting human insight—a workflow that lets PMMs scale efficiently without sacrificing authenticity.
Ash shares practical tips on how PMMs can adopt a human-AI collaboration in go-to-market strategy, allowing AI to do heavy lifting while marketers focus on crafting unique brand narratives and strategic messaging.
Building an AI-Proof Brand Voice as a PMM: Why Voice Matters More Than Ever
As AI content floods every channel, building an AI-proof brand voice as a PMM is critical. Your voice becomes your “moat” — the reason customers and internal stakeholders choose you over the noise.
Ash explains why investing in voice development, including nuances like the rise of the em dash, helps PMMs craft punchy messaging that AI can’t replicate.
The Em Dash Renaissance: How Smart Punctuation Powers Punchy PMM Messaging
The em dash isn’t just a punctuation mark—it’s a powerhouse for making your PMM copy pop. This underrated symbol breaks up dense text, adds flair, and injects energy into your messaging, helping it cut through crowded inboxes and social feeds.
Lately, AI tools have been credited with sparking an “em dash revolution,” especially on platforms like LinkedIn. But here’s the truth: the em dash has always been a writer’s secret weapon—long before AI made it trendy. Creative writers and wordsmiths have relied on it for decades to add nuance and impact.
Those dismissing the em dash as a new fad simply haven’t caught up. In the fast-paced marketing world, mastering this small but mighty mark can make all the difference between forgettable copy and messaging that truly resonates.
Final Thoughts: Bravery Over Perfection in Product Marketing Writing
To wrap up, Ash challenges us to prioritize bravery over perfection product marketing writing—because in a world dominated by AI-generated templates, bold, human messaging wins every time.
If you want to win in 2025 and beyond, you need to treat voice as your core GTM strategy, not an afterthought.
Watch the Full Episode:
👉 How PMMs Can Find Their Voice | Ft. Ash Aujla
📱 Follow Shruti:https://www.linkedin.com/in/verma-shruti/
📱 Follow Ash: https://www.linkedin.com/in/ashaujla/
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