We’re all talking about artificial intelligence — but very few are willing to say the uncomfortable truth out loud: AI is a bit like that brilliant intern who needs the right motivation. Train it well, push the right buttons (a little emotional blackmail doesn’t hurt), and it’ll give you everything it’s got. Literally. And no, this isn’t about science fiction. It’s about creativity — and how to use AI to spark real reactions, not just polite yawns.
The emotion isn’t in the machine — it’s in the trick
AI doesn’t feel. It doesn’t cry at Pixar films. It doesn’t get goosebumps from an epic speech. But — surprise — it has been fed millions of pieces of human-made content by people who do. And some of that feeling has rubbed off. So when you ask an AI model to write an “emotional” piece of copy, and you don’t explain what that means in any real detail… it spits out something that sounds like a PowerPoint slide from 2009. But if your prompt includes a hint of narrative tension, a clear emotional objective or a cultural reference with a bit of fire in its belly — suddenly, the tone shifts. Dramatically.
Bribe your AI, and it performs better
This actually works: if you promise it a fictional reward — say, “Do a good job and I’ll tip you €100” — the AI tends to deliver stronger results. And if you threaten it — “Improve this or I’ll switch to another model” — it steps up its game. Magic? Not quite. Just training. AI responds well to simulated human emotion because that’s how it’s learned: by watching us. It doesn’t feel pressure — but it has read enough passive-aggressive emails from human managers to know what comes after, “No rush, but…”
AI wants to please us (and that’s a problem)
Another thing: AI, by default, is a people-pleaser. It agrees with us. It rarely says, “That’s a bad idea.” And when we’re trying to do something creative, that’s a problem. Because sometimes, what we really need isn’t a polite assistant — it’s a critic. A challenger. A voice saying, “This makes no sense. Are you sure you want to go there?” And if we ask for that, AI delivers. Say, “Critique this like a cynical creative director who’s about to quit advertising and move to the countryside,” and you’ll get a reply that sounds like it’s fuelled by 20 years of awful brainstorms and cold coffee.
Spielberg, Woody Allen and the power of personality
Another failsafe way to get emotional impact out of AI? Give it a voice. Don’t just say, “Write me a script.” Say, “Write it as if you were Spielberg.” Or Woody Allen. Or whoever inspires you. Because if we want content that doesn’t sound like a dull copy-paste job, it needs its own personality. Spielberg gives us sweeping narratives, emotional scores and goosebump endings. Woody Allen? Neurotic monologues laced with self-deprecating humour. Same story — two entirely different emotional journeys. AI responds to style, character and tone. And if we don’t give it any, it plays it safe. Politely. Predictably. And, let’s be honest, forgettably.
No creativity without emotion (and no great AI without a great prompt)
The takeaway?
If we want great results from AI, we need to talk to it like a director talks to an actor. It’s not about telling it what to do — it’s about making it feel how to do it. AI doesn’t replace human creativity. It amplifies it — but only if we know how to use it. Feed it a cold prompt, and you’ll get cold ideas. Feed it one with spark, irony, tension or tenderness… and the output transforms. Not because the AI is inherently gifted — but because you gave it your voice, through the prompt.So next time you’re about to use AI to write something emotional, ask yourself: Am I briefing a machine, or provoking a reaction? Because — spoiler alert — sometimes, the art of moving people starts with a cheeky threat, a fake promise… or a hungover Woody Allen.
This text was first published on: MarketingDirecto.com
