AI for marketing · Kent and UK-wide
AI for your marketing, in your own voice
AI is good at first drafts of social posts, Google Business Profile updates, product descriptions and newsletters. Left to itself, though, it sounds like everyone else and will cheerfully make claims you can't back up. In a two-hour session we show you how to give it your voice, plan a month of content, and stay on the right side of the advertising and review rules.
£195 · 2 hours
Based in Kent, working with businesses across the UK: on site in Kent, by video anywhere else.
Start with a voice guide, not a prompt
Ask a chatbot for a Facebook post about your new menu and you'll get something upbeat, generic and full of words you'd never say. The fix is a one-page voice guide that you write once and reuse.
- Gather five or six pieces you're proud of: posts, emails, your About page.
- Ask the AI to describe the tone, sentence length and favourite phrases it finds in them.
- Correct what it gets wrong, then add the words you never use and the claims you never make.
- Keep the guide where the AI sees it every time: a Project in ChatGPT or Claude, a Gem in Gemini, or pasted at the top of each request.
Everything you ask for after that starts from your voice rather than the internet's average. If you sell online, AI for shops and online sellers goes further into product listings. And if you'd rather spend the two hours on more than marketing, one-to-one AI coaching also covers email, quotes and planning.
What AI drafts well, and what you check
| The job | What AI does well | What you must check |
|---|---|---|
| Social posts | Several versions of one idea, cut to each platform's length | Prices, dates and anything that sounds like a promise |
| Google Business Profile posts | Short updates about offers, events and recent work | Opening times and when an offer ends |
| Adverts | A handful of headlines to try against each other | That you hold evidence for every factual claim |
| Product descriptions | A consistent format across a whole range | Sizes, materials and features, which AI sometimes invents |
| Newsletters | Turning bullet notes into a readable email | Names, links and the tone you use with regulars |
| Photos | Tidier backgrounds, better light and cropping | That the product still looks exactly as it is |
The rules that apply to AI-written marketing
There's no special law for adverts written by AI. The CAP Code applies to every ad however it was made, so objective claims need evidence. If an AI tool writes 'the quickest service in Kent', you need to be able to prove it, or take it out.
Reviews are stricter. Under the Digital Markets, Competition and Consumers Act, fake reviews are banned, and the Competition and Markets Authority's guidance specifically covers reviews generated by software such as bots. The CMA can now fine a business up to 10% of its global turnover without going to court. AI can help you reply to genuine reviews. It should never write them.
The UK has no general legal duty to label AI-generated content. An image that makes a product look better than it really is can still mislead customers, though, and consumer law covers that whatever tool made it.
A month of content in about an hour
- List what's coming upEvents, seasonal stock, a new member of staff, jobs you're proud of. Five or six things is plenty.
- Ask for a calendarWith your voice guide loaded, ask for a four-week plan for the platforms you actually use, with one main idea a week.
- Draft in batchesHave it write all the posts for one platform in one go, so the tone stays consistent.
- Add your own photosReal pictures of your own work and premises do more for trust than any generated image.
- Check, then scheduleRead every post for facts and promises before scheduling it in the tools you already use.
Two ways we can help
Coaching
A two-hour marketing session
£195
At your workplace locally, or by video. We build your voice guide, plan a month of content for your real business and set up the tools you'll use.
Book and pay onlineBuilt for you
A tone-of-voice assistant
£495 for up to three assistants
Built on your own past writing, so anyone on your team can draft in the house style. Part of the custom AI assistants service.
Custom AI assistantsQuestions people ask
Can we use ChatGPT to write social media posts for our business?
Yes. Give it your voice guide and the real details, then check every fact before posting, because it fills gaps with guesses.
Is it legal to use AI-generated images in adverts?
Yes, as long as they don't mislead. The CAP Code applies to AI images just as it does to photos, so an image mustn't make a product look different from what customers will get.
Can AI write reviews for our business?
No. Fake reviews, including ones written by AI, are banned under the DMCC Act. You can use AI to help draft replies to genuine reviews.
Do we have to say a post was written with AI?
There's no general legal duty in the UK to label AI-generated content. What matters is that the post is accurate and doesn't mislead.
Which AI tool is best for marketing?
The one you'll keep using. ChatGPT, Gemini, Copilot and Claude all write decent drafts, and your voice guide matters more than the tool. We'll use whichever you already have.
Can AI write our Google Business Profile posts?
It can draft them well, since they're short and factual. Check opening times, prices and offer dates yourself, then post them from your profile as normal.
Who you'll work with
James Hayes Consulting is led by Ross Hayes, who builds software for his own businesses and uses AI tools in them every day. We set AI up on your real work, explain it in plain English, and tell you straight if something isn’t worth paying for.
Every project starts with a free 15-minute call, and prices are agreed in writing before you commit.
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