AI isn’t coming—it’s already here. But before anyone panics about robots taking over, let’s be clear: it’s not about replacing humans, it’s about using AI smartly to make humans better at their jobs.
For North East SMEs, the trick is using AI without turning your brand into some soulless corporate clone. Customers here trust real people. They notice when you sound like an algorithm and, frankly, they don’t like it.
AI Isn’t the Enemy
AI tools can write copy, design social posts, or even suggest marketing campaigns. That’s handy. But don’t let it do all the talking. AI is good at speed and consistency, not at personality and regional know-how.
Imagine your bakery in South Shields: AI can suggest posts about “fresh bread every day,” but it won’t capture your banter about the local football match, or the nod to the chap who’s been buying a loaf there since the ‘80s. That’s your voice. That’s your advantage.
Practical Ways to Use AI Locally
Drafting, not publishing – Let AI draft social posts, newsletters, or product descriptions. You tweak them to sound like you. Data insight – Use AI to analyse customer behaviour, then combine it with local knowledge. For instance, when Newcastle weather hits, AI might suggest a promotion. You know your people might prefer a half-price coffee, not just a generic “sale.” Automating admin – AI can handle scheduling, emails, and routine tasks, freeing your team for customer-facing work. Content testing – AI can A/B test headlines, images, or layouts to see what performs best, but humans decide the tone.
Keep Your Voice Human
Your brand’s personality is your strongest asset in the North East. AI can’t replicate it. So treat AI like a power tool: it’s dangerous if misused, brilliant if handled right. Keep your humour sharp, your messaging direct, and your references local.
Warning Signs
Over-automation: If your emails read like a manual, it’s too much AI. Generic copy: If your posts could belong to any shop in Leeds or London, tweak them. Losing engagement: If customers stop reacting, AI might be overstepping.
Bottom Line
AI can make SMEs faster, smarter, and more efficient. But the ones who thrive are the ones who keep their voice front and centre. For North East businesses, that voice is a mix of grit, humour, and authenticity. That’s not something AI can ever replace—thankfully.
About Drew Hollinshead
As Co-Founder, Drew drives the creative vision. With over a decade leading high-growth teams, he translates complex business goals into impactful creative strategies.