How Ag Brands Can Stay Authentic in the Age of AI - Rhea Kaiser

Don't let AI ghost your brand: Keep the voice authentic

AI can whip up content, whether it’s a blog post, ad copy or a whitepaper, faster than a 36-row planter can cover an acre. And that efficiency has the marketing world intrigued. R+K included. We’ve been asking ourselves how we can incorporate AI to help us work smarter, not harder.We test AI features daily to better understand their potential for marketing. We're using it for research, brainstorming, and organizing our thoughts. It helps us create efficiencies across teams and revise our work. One area we’re still exploring is when and how to use it for content. Yes, AI can speed up the creation process, but does it and can it produce content that isn’t bland or generic and feels authentic?

What we do know is that when it comes to branding, authenticity matters. Big time. According to a study, 62% of consumers said they would stop or reduce purchasing from a brand they perceive as inauthentic. Let’s be real, rural audiences have built-in BS detectors. If your brand doesn’t sound like it belongs in their world, they won’t let it in.

So, how do you harness the time-saving superpowers of AI without letting it erase the voice you’ve spent years cultivating?

Let’s dig in.

AI helps with speed but not trust
AI can help you churn out content faster than ever. But speed isn’t the same as connection. In agriculture, relationships are everything. People don’t want to hear from a brand that sounds like it’s never seen a muddy boot or ridden in a tractor cab. They want familiar voices. Regional references. Language that says, “I get you.”

The problem is that most AI models are trained on the entire internet, which means they speak in generic, inoffensive, corporate tones. That works if you’re writing HR policy for a tech company. But if you’re marketing seed in the Dakotas, talking about pasture management in the high plains or rate of gain for hog or cattle farmers, it’s a miss.

Pro tip: How do your customers talk? Would they say “wean calves” or “raise cattle”? “Pull weeds” or “spray row crops”? Language matters.

Trust is critical for ag brand loyalty
Let’s go back to that stat: 62% of consumers would walk away from a brand they think is inauthentic. That’s more than half. And in ag, where customer relationships span years or even generations, losing trust is like losing topsoil—it takes forever to build back.

Your audience doesn’t expect perfection. But they do expect honesty. They expect you to know what matters to them. And they can tell when your content is coming from someone or something that doesn’t.

Pro tip: Ensure you have defined your brand mission, vision, values, and voice. This is something R+K does and discusses frequently. Use this as your core when exploring your marketing strategy and ensure that any content you produce always reflects this.

What Coca-Cola’s AI fail teaches ag marketers
Need a cautionary tale? Last year, Coca-Cola released an AI-generated holiday ad, which was a recreation of their holiday campaigns from 1995. The goal was to evoke nostalgia. Instead, it created confusion, unease, and a whole lot of "What did I just watch?" The visuals were glitchy. The emotion was missing. The internet called it soulless and dystopian. And Coke, a brand that basically owns holiday advertising, got roasted.

If a brand with decades of equity and billions in ad spend can stumble by leaning too hard on AI, any brand can.

Ag brand authenticity begins with local language and stories. It's not just about dodging PR disasters. It's about showing up in a way that feels real. For ag brands, that means grounding your messaging in local context. Use terms your audience actually uses. Highlight real people, with real stories, in real places.

When AI is involved, it needs clear guidance and strong boundaries. This should come from a mindset that prioritizes humans first and last.

Pro tip: Brand voice in ag isn’t just what you say; it’s who your audience thinks is saying it. If it doesn’t sound like someone they’d trust, it’s not working.

The local voice AI playbook

Here’s how you blend efficiency with authenticity:

• Start with a human-created strategy: People can understand your brand’s values
  and tone with emotion and sensitivity better than AI. Use your team to ensure that these are captured in your content while using AI as a support tool.
• Feed AI the right stuff: Don’t let it pull from the general internet. Train it using your best-performing blog posts, emails, ads or social copy. Use the stuff your audience already resonates with.
• Overlay with human stories: Pull in direct quotes from your customers. Share local anecdotes. Use metaphors your customers actually use. If you wouldn't hear it in the field, barn or local co-op, it doesn't belong in your copy.
• Edit with a human touch: AI can create drafts, but a human should always review. Especially someone who knows your audience inside and out. People can catch nuances, errors and insensitive copy. Look for tone slips, cringey phrases or anything that just feels off. Here’s a quick checklist to use when reviewing content:
  • Does this sound like our customers or industry experts?
  • Would a person familiar with agriculture, like a farmer, agronomist, veterinarian, nutritionist, or salesperson, actually say this?
  • Are we reflecting the geography we serve?
• Be honest about it: If you’re using AI in your content, don’t hide it. Transparency builds trust. Trying to sneak it in might do the opposite.

AI is a tool, not a substitute for your brand voice. Use it to speed up processes, brainstorm ideas or polish a draft. But never let it ghostwrite your relationship with your customers. Because in ag, trust is local. And if you lose that, the fastest AI in the world won’t win it back for you.

Remember, what you say and how you say it matters. With the right tone, your brand can build deeper farmer brand connections. See how in our blog post.

If you need help with your brand, we have experts who can help. Drop us a note to get the conversation started.