(MENAFN- PRovoke) CHICAGO - The rise of generative AI is reshaping how brands are discovered, understood and trusted, and is demanding communicators think differently about how they build and manage narratives in a world where both people and machines are listening, according to a speaker at the PRovokeGlobal Summit in Chicago this week.

Mike Houston, partner and US CEO of LLYC, said the shift is more than technological:“It's a transformation in how we construct stories,” he said.“We now have to engage audiences that aren't entirely human, and ensure that our creativity translates into data AI can actually read.”

Houston argued that while imagination remains at the heart of powerful campaigns, communicators must now learn to channel it through new systems, from large language models to algorithm-driven platforms that influence what audiences see and believe.

“When I started my career 20 years ago, imagination was our strongest asset,” he said.“That hasn't changed, but the context has. The question now is: how do we train AI models to capture that same imaginative spark?”

Houston outlined three imperatives for brands navigating this hybrid storytelling era:

Audit your brand narrative

Houston urged communicators to regularly test how AI tools“see” their brands, from search engines to ChatGPT.“It's a simple exercise,” he said.“Ask an AI to describe or even generate an image of your brand. Then compare it to how you want to be perceived. The gap is often dramatic.”

He noted that these insights reveal how a brand's digital footprint translates into AI outputs - and where inconsistencies in messaging may exist.“It's not just about SEO or rankings anymore,” Houston added.“It's about ensuring coherence and credibility across every algorithmic touchpoint.”

Write for dual audiences

Brands must now craft narratives that resonate emotionally with humans while being legible to machines. That means blending data and storytelling, using structured information and keywords that AI understands, without sacrificing authenticity or tone.

“Start by testing and training your content,” Houston said.“Use analytics and A/B testing to learn what works. Then, automate where it makes sense, but always return to your strategic foundation. That's where your brand's true voice begins.”

He added that communicators should monitor how AI tools interpret their messages, using feedback loops to refine clarity and intent.“This is a data-driven approach to storytelling,” he said.“It's about ensuring your narrative performs for both audiences: human and algorithmic.”

Keep the human at the core

While AI can scale creativity, Houston cautioned against overreliance.“Creativity doesn't disappear,” he said.“AI should amplify it, not replace it.”

He described the technology as“a mirror and a translator,” capable of reshaping how brands are perceived but dependent on human intent and empathy.

“Every brand now needs two voices,” Houston said.“One that moves people, and one that ensures algorithmic accuracy. The dual marketing approach – human plus AI – will define how we scale trust and engagement in the years ahead.”

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