Artificial intelligence (AI) is producing more and more branded content such as image, text, video and sound. This area of so-called generative AI became particularly popular with the public after the launch of ChatGPT. Furthermore, political correctness has been discussed in recent years, since society is becoming increasingly sensitive to certain issues surrounding topics such as racism or gender equality. Therefore, it is more important than ever for brands to communicate in a politically correct way. In the past, humans were responsible for negative brand communication and brand voice. However, with the development of these AI-tools and platforms, AI also creates brand voice and this AI-generated brand voice can similarly cause such negative feelings.