It’s never been easier to create content. It’s also never been harder to sound like yourself…
A lot of brand copy today reads like it came from the same uppity ghostwriter, one that’s trained to predict what’s statistically likely, not what’s actually true about your team, your product, or your customers.
So is that a bad thing? Well, the results are that your content becomes: competent, safe… and completely forgettable.
If your brand is auffering from a lack of originality due to AI-washing, it’s time to bring the human back. Let’s fix your messaging and give your content a living voice again.
People Notice
People can tell when something feels off. In a study of 2,000 people comparing AI and human articles, half could spot the AI — and more than half stopped engaging the moment they suspected it (src: Bynder). The writing might’ve been fine, but it didn’t matter because it didn’t feel real.
Your readers trust is slipping. Pew Research found most Americans want more transparency around where AI shows up in their lives (src: Pew Research). They want honesty, not hype — and they expect it especially from brands that personalize, automate, or publish often (src: Pew Research).
UX experts are saying the exact same thing. Nielsen Norman Group warned that AI used just for novelty — or for filler copy — can actually damage trust and user value (src: NN/g, NN/g). And early research shows measurable homogenization when your teams rely on AI defaults instead of their own voice (src: SSRN).
The sameness effect is real and measurable. We help brands pull away from the algorithmic middle with human first strategy and voice frameworks that actually convert. Start your clarity audit.
The Platforms Are Catching On
Google’s March 2024 update made one thing clear: it doesn’t care how content is made, it only cares if it’s useful (src: Google Search Central).
If your plan is “AI at scale,” you’re already on the wrong side of the algorithm.
The FTC is cracking down too. There’s no “AI exemption” for truth-in-advertising. Companies that exaggerate what their AI can do are being fined or banned from marketing entirely (src: FTC Press Release).
Compliance and credibility aren’t enemies. We build brand systems that stay bold and compliant, so your messaging holds up under real scrutiny. Get a brand that lasts.
Why the “AI Voice” Hurts Performance
AI produced content flattens your edge. Don’t forget, AI models predict what’s average. It’s just pattern recognition software.
But humans aren’t like that. We reward individuality and the appeal of new and unique things have a way intrigueing and capturing our interest. Your brand wins because of what’s different and what makes you stand out from your competitors. Your language, your scars, your weird ideas, your data, your living voice.
Lose that and you blend in with every other “innovative, customer first” company online.
AI also often confuses the reader about who’s talking. When every brand sounds the same, audiences stop trusting or even remembering you. That shows up in lower dwell time, weaker search visibility and fewer branded searches.
It can get you penalized. Even if it ranks now, “scaled unoriginal content” is on Google’s watchlist. The short term win isn’t worth the long term decay (src: Google Search Central).
So if you’ve got tons of AI generated content inflating your digital footprint…there’s some bad news headed your way.
If your content sounds polished but forgettable, we’ll help you rewrite it into something sharp, credible and human again. Recapture your marketing edge.
Authenticity Isn’t Aesthetic. It’s Operational.
Being “authentic” isn’t about writing in lowercase or adding selfies to LinkedIn. It’s a systematic strategy not just random vibes. The brands that keep their voice intact don’t leave it to chance. They design for it.
Here’s how they do it:
1. Write a Voice Contract
Document how you actually talk. Make a one pager that lists phrases you never use, phrases you always use, and the one thing you want readers to feel. Feed that into your workflow, or your AI — so it’s pulling from your DNA, not the internet’s.
2. Lead With Proof Only You Can Produce
Replace vague statements with real data. Publish internal experiments, customer metrics, or product lessons. Readers forgive rough edges when you show your work (src: NN/g).
3. Be Transparent About AI
Disclose when AI helps and use content credentials to prove authorship. The C2PA and CAI standards are already being used by Adobe and Cloudflare to track provenance (src: The Verge).
4. Define When AI Is Allowed
Not every use case is equal. Use it for research and scaffolding, not for creative or high-risk content. Anything customer facing should have a human final pass (src: FTC).
5. Measure Sameness
Treat originality like uptime. Measure text overlap across your content and competitors. If it’s too similar, it goes back for rewrite.
6. Test AI-First vs Human-First — But Judge Real Metrics
MIT found AI sometimes performs better in blind tests (src: MIT Sloan). That’s interesting, not conclusive.
The real question: which version drives demos, signups, or trust?
7. Quote Your Users
Your customers already speak the best version of your brand. Pull language from real calls, tickets and community threads. AI can summarize; humans should choose the final words.
We help brands build this infrastructure — voice systems, editorial proof points, and authenticity workflows — so your marketing actually sounds like you. Build a voice that scales without losing its soul.
What It Means Right Now
If someone could swap your logo with a competitor’s and no one would notice, you don’t have a content problem, you have a clarity problem. The fix isn’t to ban AI. It’s to use it intentionally, with a real voice and proof behind it.
You don’t need more posts. You need better positioning, sharper proof and messaging that actually feels human. That’s how you stand out in a market that’s drowning in recycled tone and templated language.
If your message has lost its pulse, we’ll help you bring it back — with strategy, clarity, and a real point of view. Let’s make your brand sound alive again.