In a world drowning in data, stories remain the lifeblood of human connection. As humans, storytelling is in our DNA, passed down from generation to generation since the beginning of time. We love stories, but the way we tell them has changed… from drawing on walls in caves, to writing books and producing films... so what happens when AI enters the picture? Can machines truly capture the essence of human experience?
No. Definitely not.
But AI can be useful in storytelling. We’re not talking about replacing the storyteller—but it can help in making the process easier and make the story even more relevant and compelling.
We spoke to Mike Allton, Chief Storyteller at Agorapulse about his approach to storytelling, why it’s so important in B2B marketing and how he uses AI to help capture his audiences’ attention.
Listen or watch below, or keep reading for key takeaways.
Mike Allton understands how important stories are in the world of B2B marketing. His role as Chief Storyteller is far from being just a cool job title, it symbolizes a shift in how B2B businesses approach their messaging.
Mike explains, "We're telling our story, not just our brand story, but our customer story, our prospect story." This holistic approach to storytelling is reshaping how Agorapulse connect with their audience, and AI is playing a crucial role.
The role of AI in storytelling
We know that generative AI tools are good at many things, but they are limited when it comes to creating content.
AI doesn’t have the benefit of human experience, or understand the nuance of human connection and emotions, so can it be used in storytelling?
Yes, says Mike. It’s not about getting the AI to generate your stories from scratch. Quite the opposite. Where it shines is as a tool to help enhance the story creation process. From identifying the best stories to tell, to helping with the ideal framework.
He explains that he uses it for:
- Audience insights: It can help brainstorm the types of stories that resonate with your target audience
- Story framework: If you want to look beyond the classic ‘hero’s journey’ it can suggest other appropriate frameworks for different storytelling scenarios
- Content gap analysis: AI is great at identifying missing elements to your stories and will offer suggestions for improvements
The ideal human / AI collaboration
Mike explains that the key to getting the best out of an AI tool when you’re using it for storytelling lies in the quality of the prompts you use. He says, "The quality of the output is dependent on the quality of the input."
This means becoming a pro at instructing AI tools - you need to provide context about your brand and objectives, as well as your audience. What are their dreams, aspirations and goals?
Once the AI has this information about you and your audience it can help you pinpoint the types of stories that will resonate with them. These stories can take the form of:
- Customer success stories: You can use AI to identify compelling angles in customer feedback
- Product development narratives: Engaging behind-the-scenes stories about innovation in your organization can be quickly spotted by AI
- Thought leadership content: Get it to generate ideas for articles that position your brand as an industry leader
Always maintain the human touch
So yes, it’s great for all of those things. However, the human element remains irreplaceable.
But Mike reminds us that no matter how advanced it gets, the emotional resonance, the authentic voice, and the strategic alignment with business goals - these are areas where human expertise shines.
The future of storytelling B2B marketing
AI is changing daily. As Mike says, he’s hesitant to name his favorite tools because who knows what tomorrow might bring! However, one thing that is certain is, as it continues to evolve, so will its role in storytelling. For B2B marketers, the challenge – and opportunity – lies in learning how to use AI in storytelling to help develop our brand’s unique voice and tell our stories in a way that builds relationships and drives meaningful results.
Thanks for reading. We hope you found this helpful, let us know on LinkedIn.
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