Thistl, a new AI-powered social media assistant, has launched today, designed to help new founders and business leaders build the personal brand essential for business growth.

Developed by marketing strategist Lucy Smith, the platform uses speech-to-text technology to help users create social content that genuinely reflects their own speaking style, addressing the common challenge of writing engaging, personal content without spending hours on each post.

The platform targets the disconnect between a business owner's confidence when discussing their expertise in person and their struggle to translate that into engaging social media content. This often leads to generic messaging or simply avoiding publishing altogether.

Thistl uses a self-service onboarding process with dictation technology to capture each user's communication patterns. This trains the AI to generate content that maintains the individual's personal style while significantly reducing the time invested.

Alpha testing indicated strong user satisfaction, with users noting that the content "avoids the usual AI giveaways like em dashes, rhetorical questions, or clichéd phrases – the content feels more human and less templated." Testers consistently reported being "impressed how it got my tone of voice instantly."

Lucy Smith, founder of Thistl, said: “Thistl is the tool I needed when I set up my own business in August 2024. I knew I had lots to say, but didn't have the confidence to say any of it. I'm hoping I can give more founders and business owners the tools to show up for themselves online, using their voice. We're not about replacing your voice - more about amplifying it.”

Unlike generic AI content generators that require complex prompting, Thistl operates simply: users provide context about what they want to communicate, and the platform creates posts based on that input.

Thistl is available at an early adoption price of £18 per month for individual users until the end of 2025.