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Field Guide · level 6 · Advanced and by role

What can AI do for marketing, and when must you say AI made it?

Draft in your brand's voice. Check every claim. Know when to label.

6 min · try it 10 min · as of Oct 2026
Bring this to your team · Team workshopsA hands-on session on your own campaigns: the brand kit, the drafts, the claims check. Get in touch
01

Ten posts in a minute

Fluent, fast, and not one sounds like your brand.

02

AI does groundwork. You sign off.

Brief it like a freelancer:

  1. Research the segment
  2. Hand over your kit
  3. Ask for options
  4. Check every claim
  5. Label what could pass for real
03

Research who it's for

Their questions, their words, rivals' claims. Cited public sources.

04

Hand over your brand kit

A voice guide, three pieces you're proud of, a fact sheet.

05

Ask for options, then pick

Headlines, lengths, an image idea. You pick two to test.

My pick for images

ChatGPT logoChatGPT Images 2.5Also good: Gemini logoGemini, with Nano Banana 2

Open Images in ChatGPT, start from a template or a rough sketch, then ask for changes.

All my picks
06

Check every claim

Find each claim, number and quote on the fact sheet. Or cut it.

07

Could it pass for real?

Then say AI made it. EU law, from 2 Aug 2026.

08

Its drafts. Your sign-off.

Kit in, options out, claims checked. Could pass for real? Label it.

Try it · 10 minutes

One post in your voice

Use pieces you've already published.

  1. Pick three published pieces you like.2 min
  2. Paste them under the request. Send.2 min
  3. Check each claim against them.4 min
  4. Save the voice guide.2 min

The request

Below are three pieces we've published.
1. Write our voice guide in five lines: tone, words we use, words we avoid.
2. In that voice, draft three versions of a short post about [topic].
3. Use only facts from these pieces. List each claim, number and quote, and where it came from.
Pieces: [paste]

Good looks likeIt sounds like you. Every claim traces back.

In your assistant · as of Oct 2026 · Claude, ChatGPT, Gemini

Keep your brand kit in one place

Set it up once. Every campaign chat starts with your voice and your facts.

  • CheckYour company approves it
  • CheckPublished facts only
  • CheckNo customer data

Never paste customer lists or anyone's personal details. Published pieces and approved facts only.

Claude

A project for the kit, a skill for the voice

Kit

Make a project. Add your voice guide, three past pieces and the fact sheet to its knowledge.

Rules

Write its instructions: our voice, and facts only from these files.

Voice
CustomizethenSkills

Optional: zip your voice guide as a skill and upload it, for any chat. Needs Code execution and file creation on (Settings, then Capabilities; on Team and Enterprise, an owner sets it).

On Team and Enterprise, share the project, so the whole team drafts from the same kit.

ChatGPT

A project for the kit, Images for pictures

Kit
New project

In the sidebar. Add your voice guide, past pieces and fact sheet as files.

Rules
•••thenProject settings

Project instructions override your general ones. OpenAI suggests them for keeping tone consistent.

Images
ImagesthenTemplates

Pick a template, such as a poster, and add your details (not yet in Work mode). On your phone, type @ and pick Sketch to draw a rough guide.

OpenAI adds Content Credentials and an invisible SynthID watermark to images made in ChatGPT.

Gemini

A notebook for the kit, a skill for the voice

Kit

Make a notebook. Add your guide, past pieces and fact sheet as sources, and set its tone in the notebook's instructions.

Voice
CustomizethenSkills

Create one with Gemini, start from a template, or upload a skill file.

Images

Ask in a chat. Start your request with “Create”, and name the style: photorealistic, or cartoon illustration.

Nano Banana 2 makes it when your model is Flash or Pro.

In the European Economic Area, connect Gemini Notebook to the Gemini app yourself before you use notebooks.

Quick check · three questions

Did it stick?

  1. 1In the EU, after 2 Aug 2026, your team posts an AI-made, photo-real picture of your own café with a queue that never happened. What does Article 50 ask?

    The answer: B A real place and an event that would falsely look authentic: that's the Act's deep fake. The tool's mark is the maker's duty; disclosing is yours. Not legal advice.

  2. 2AI drafted your product launch post. A colleague edited it and your marketing lead signed it off. Does Article 50 ask for an AI label on the text?

    The answer: C The text rule covers text published to inform the public on matters of public interest, and human review with editorial responsibility lifts it. Your platform may still have its own rules. Not legal advice.

  3. 3The draft says your product is used by 2,000 schools and quotes a happy head teacher. The fact sheet has the number, not the quote. You:

    The answer: A Each claim stands or falls on its own source. A made-up customer quote has none, and a label doesn't fix that.
0 of 3 answered
The platforms' own labelsSide note
Instagram: turn on Add AI label for photorealistic video and realistic audio; ads work differently. It may also add a label itself. Other platforms have their own rules.
Hidden marksSide note
ChatGPT images carry Content Credentials and a SynthID watermark; Google's AI marks its images with SynthID. Screenshots and file conversions can strip the metadata. For deep fakes, EU law asks for your own label as well.
A deeper studySide note
Sizing a market or reading a competitor? The brief, the cited report and the five-claim check are in the lesson How do you research a market, a supplier or a competitor with AI?
The law, in plain EnglishLaw

Orientation from the official texts on EUR-Lex, read 18 Oct 2026. Not legal advice. The EU AI Act applies, among others, to organisations in the EU that use AI, and to others whose AI output is used there.

  • Deep fakes: say AI made it (EU AI Act, Article 50(4), from 2 Aug 2026). If you use AI to make or change an image, audio or video that resembles real people, objects, places, entities or events, and would falsely appear authentic, disclose that it is AI-made. Label it.
  • Clearly creative work (Article 50(4), the same paragraph). In an evidently artistic, creative, satirical or fictional work, you only disclose that such content is there, in a way that doesn't spoil the work.
  • Public-interest text (Article 50(4), second part, from 2 Aug 2026). AI text published to inform the public on matters of public interest must be disclosed, unless it had human review or editorial control and a person or organisation holds editorial responsibility for it.
  • How and when (Article 50(5)). Clearly and distinguishably, at the latest when people first see or hear it.
  • The tools mark it too (Article 50(2), and the new Article 111(4) added by Regulation (EU) 2026/1744). Makers of AI tools that generate audio, images, video or text must mark the output as AI-made in a machine-readable way (tools that only help with standard editing are exempt). Tools on the market before 2 Aug 2026 have until 2 Dec 2026. Recital 134 asks deployers to disclose as well.

For your own content, Article 50 names these cases only: it doesn't ask you to label every draft AI helped with. Other EU or national rules may ask for more (Article 50(6)). Whether it applies to you depends on where you are and how you use AI, so check with your own adviser. Other countries' rules aren't covered here.

Sources, checked 18 Oct 2026Source

Product details as of Oct 2026, each checked on the vendor's own page on 18 Oct 2026; the law read on EUR-Lex the same day. Recheck by 18 Nov 2026. The examples in the pictures are made up for this lesson.

Free skillCheck a draft against its sourcesBring this to your teamTeam workshops · Get in touchBack to level 6, Advanced and by role

Checked claims, honest labels.

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