Somewhere in your organization right now, someone is asking an AI tool to draft a sales email, a LinkedIn post, or a landing page. The tool will write something, and it will sound like a brand. The real question is whether it sounds like your brand, built on your signed-off strategy, or like a guess pieced together from an old PDF and whatever was pasted into the prompt.

In Part 1, we covered marketing to AI: making sure your brand is found, understood, and preferred when buyers' agents do the research. This piece covers the other side of the same idea, marketing with AI, and how to give the tools your team already uses a reliable source of truth.

How marketing work has changed

Marketing teams now draft emails, social posts, sales outreach, and web copy with Claude, ChatGPT, Copilot, and custom GPTs every day. That speed is real, and so is the risk. Each tool executes your brand from whatever context it's given, so two people on the same team can get two different versions of your positioning, your proof points, and your voice.

Meanwhile, the brand strategy you live by usually lives in decks, PDFs, and brand guidelines written for people to read once. Those formats are great for alignment in the room. They're much less useful to an AI tool that needs clear, current, unambiguous inputs every time it writes.

The insight: your AI needs its own version of your brand guidelines

It’s time to hand your brand strategy documents to your AI tools, in a format they can actually use. Harvard Business Review makes the same case, centering the agentic marketing organization on a "brand code": a machine-readable knowledge base of brand strategy, customer insights, and business rules that both people and AI agents can act on.

Done well, this changes what a strategy engagement is worth. Instead of decaying in a shared drive, your positioning keeps working inside every draft your team produces.

How we do it: Brand OS by RG

At The Ricciardi Group, this is now part of how we deliver strategy. Our strategy engagements ship with a Brand OS: the machine-readable version of the work, built alongside the human deliverables. A typical brand-strategy bundle includes:

• Positioning and pillars
• Personality and writing style
• Proof points
• Audience and messaging files
• An operating layer and skills

Setup takes a few minutes, and our clients can refresh it themselves or bring us in for support as their strategy and market move.

The bottom line

Your AI tools are going to represent your brand either way. Giving them the strategy you've already signed off on is the difference between AI that speeds up great work and AI that slowly dilutes it. Paired with the steps in Part 1, it means your brand reads clearly to the agents outside your company and the ones inside it.

Want to give your team's AI a real source of truth?