By Nichole Quintos, Creative Writer

#TeamVCS poses during the Year-End Party 2024 at Tirta Spring Village, Los Baños, Laguna

What does it mean to be a storyteller, when algorithms can now write stories too?

Throughout the two years I’ve worked as a Creative Writer for Vitalstrats Creative Solutions (VCS), an AI-driven creative agency in Quezon City, Philippines, I have learned the intricacies of brand strategy and copywriting and how they differ from my roots in the literature field. I applied my writing to various projects and contributed to several content creation and strategies.

However, just like in every great hero’s journey, the challenges kept evolving. In the rush to meet deadlines, address client demands, and adapt to digital tools, a writer’s sense of self, passion, and the purpose behind the words can sometimes fade into the background.

The New Labyrinth

The Strat and Copy Department presenting their report for the first Townhall Meeting in 2025 at B Hotel, Quezon City

Being a writer often feels like walking through a labyrinth. You keep writing, hoping to find the path to something meaningful, but sometimes, this leads to dead ends. There are days when writing feels like magic, and others when it feels like a struggle.

With AI tools becoming more common, this maze has gotten even more complicated, challenging writers to show that what they create is not just aligned with the right tone and identity of the brand but is also effectively and deeply human.

Though AI is an efficient tool for keeping up with the demand for quick, polished content, writing has always been about connecting with people, telling stories, and making them feel something. But how can we hold on to this emotional connection when machines can produce words faster than we can? How do we make sure our work still stands out and truly speaks to others?

#TeamVCS joining the Art Fair Philippines 2025 at Ayala Triangle Gardens, Makati City

Losing that connection is a real risk. Audiences crave stories that make them feel seen, heard, and understood. When brands and creative professionals rely on AI tools, they can lose the human touch that builds trust and loyalty.

In the advertising industry, each word we write is an attempt to bridge a gap between the brand and its target audience, to make someone pause and think, “This was meant for me.” Without that connection, our words risk becoming just another voice in the crowded digital world.

AI is simply a program acting on a prompt. It doesn’t have lived experiences, emotions, or the messy, beautiful complexities that come from being human. Writers, on the other hand, draw from their own histories. Every line we create is shaped by the people we write for, the moments we’ve shared, and the questions we’ve grappled with: Who do we write for? How does this address their needs?

The labyrinth is both a challenge and an opportunity. It forces us to reflect, adapt, and fight for the value of human storytelling. With this, we can reaffirm writing, not just as a profession, but as a way of connecting, comforting, and inspiring the people we write for.

I have always believed that writing and stories are a form of communication between the writer and the reader.

Regardless of all the demands and standards in writing across industries of film, literature, and advertising, stories are rooted in a shared, authentic connection. As said by Japanese-British writer Kazuo Ishiguro: “Stories are about one person saying to another: This is the way it feels to me. Does it also feel this way to you?”

#TeamVCS wrapping up the Townhall Meeting 2025 with a group photo

Authenticity builds trust, fosters connection, and helps your brand stand out in a crowded space. Here are some simple strategies to keep your brand genuine and relatable:

Build a Strong, Authentic Brand Foundation

Behind every trusted brand lies a purpose and values that resonate deeply with its audience. These should guide every piece of communication, ensuring your message remains consistent and true to what your brand stands for. Mercury Drug exemplifies this, becoming a vital part of Filipino life by staying true to its mission. Throughout generations, their values have always focused on providing accessible medicine and healthcare products for Filipino families in urban areas and provincial towns.

A strong foundation also means understanding your audience on a deep level; what they care about, what they need, and how your brand can fit into their lives.

Emphasize Human-Centered Storytelling

The best stories come from people. While AI can be a helpful tool for efficiency, it lacks the emotional depth and nuance that human writers bring to storytelling. Incorporate the work of real writers and creatives to craft narratives that reflect genuine experiences and emotions.

An example of this would be Jollibee’s Kwentong Jollibee series for Valentine’s Day, featuring authentic Filipino stories on love in various forms. The campaign received exceptional results and its stories stuck with the Filipino audience.

Use AI to support your team, but let human voices take the lead to avoid repetitive or overly generic messaging. People connect with people, and letting that shine through in your brand’s storytelling is key to staying authentic.

Strategic Brand-Creator Collaborations

Collaborating with content creators who genuinely align with your brand values is another way to strengthen authenticity. Seek partnerships with creators who already resonate with your target audience and whose storytelling complements your brand’s narrative.

A common example of Brand-Creator Collaboration is campaigns in the beauty industry. A lot of makeup brands partner with influencers or makeup artists to showcase their products through tutorials, reviews, and endorsements. These creators can authentically demonstrate how the brand’s products work in real-life scenarios to show firsthand experiences and trusted opinions. These collaborations can amplify your brand’s message while maintaining trust and credibility with your audience.

Conclusion: Growth by Staying True

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#TeamVCS posing after an insightful and productive huddle report

As writers, staying authentic can feel like walking a tightrope; balancing market trends, client expectations, and our own voice. But it’s the moments we lean into genuine emotion, trust, and storytelling that our words truly resonate.

Feeling lost in our own voice is something every writer faces as we strive to write words that leave a mark. Like any hero who knows they can’t save everyone, we must accept that we don’t have to write for everyone.

Our power comes from being intentional, speaking to those who need our voice the most, and trusting that authenticity will always have the greatest impact.

Making Real Connections in the Age of Artificial Intelligence

The New Labyrinth

Conclusion: Growth by Staying True