One clear voice beats volume.

AI made making more content easy. It did nothing for whether your leader sounds like the same person everywhere.

Michael Reaney  ·  28 July 2026  ·  3 min read

Three teams, three leaders

A chief executive says one thing at the town hall. A slightly different thing in the transformation update. A third version in the campaign film. Three teams, three briefs, three subtly different leaders, and none of it is anyone’s fault. Each team briefed well and produced well. The inconsistency lives between the briefs, where nobody owns the whole voice.

Then AI arrives

Ragan’s 2026 benchmark found that of the communicators who save time with AI, about half spend that time making more content. So the three pieces become ten, produced faster, and they still do not agree with each other. The bottleneck was never production capacity. It was that nobody had established what the leader actually thinks in a form every team could draw from.

Get the record once

The alternative is unglamorous: get the leader on the record once, properly, in their own words, and treat that as the source every audience version draws from. The work is not making more of it. It is working out what the leader actually thinks, and keeping it consistent everywhere it lands: internal, external, campaign, transformation.

How we think about it

In our production work, the single most valuable session is the one where the leader talks at length, unscripted, about what they actually believe. Everything else in the programme is derived from that record. Getting your leaders to sound like the same person wherever someone meets them is the hard part, and it is the part more content cannot fix.