I spent the past week testing out Blaze.ai, the content creation and distribution platform that promises to save hours of time by generating brand-aligned content across multiple platforms. The concept? Genuinely exciting. The reality? A bit more complicated.
The Promise
Blaze pitches itself as your personal content assistant. Feed it your brand kit — logo, fonts, colors, assets — and it’ll help you brainstorm, create, edit, and share content tailored to your brand, automatically turning one post into many for different platforms. Sounds like a dream, right?
What I Liked
Let’s start with the good: the brand kit feature is a great idea. Blaze makes it easy to import your brand assets — pulling in fonts, colors, and media from various sources — which sets it apart from many other tools in this space. The editor is also pretty intuitive and easy to use, making it accessible for creators of all skill levels.
The Reality
Unfortunately, the time-saving promise started to unravel pretty quickly.
I tried creating an Instagram reel using my own video. I expected Blaze to apply my brand styling automatically — a template infused with my fonts, colours, and overall aesthetic. What actually happened was... not that. It pretty much ignored the brand kit, and I had to build the content from scratch anyway. So, instead of saving time, I spent just as long — maybe longer — than I would have if I’d done it manually.
What I created in Blaze vs what Blaze created for me
The Big Letdown
One of the features I was most excited about was the "Turn Into Other Content Types" button — this should have been the real magic. Create a great post and then with one click, adapt it into Facebook posts, TikToks, Stories, and more.
But here's what actually happened:
- The new content was completely disconnected from my original post.
- The brand kit? Nowhere to be seen.
- The tone, style, and format? All over the place.
- The result? A bunch of unusable content that felt generic and off-brand.
To make it usable, I had to go into each version and start again — which defeats the entire purpose of using Blaze in the first place.
The Bottom Line
If you’re not fussy about your content and just want something — anything — to post quickly, Blaze might (most likely will) save you time. It can definitely pump out volume. But if brand consistency and quality matter to you, Blaze currently creates more work than it saves.
I really wanted to love Blaze. The concept is solid, and they’re not far off. If they can tighten up the brand alignment in the auto-generated content, and make that “turn into” feature actually reflect the original post and brand voice, then this could be a powerful tool.
But for now, I won’t be subscribing. Hopefully the team behind Blaze keeps improving — it’s a promising idea that just needs some serious polish.
