The Homogenisation Problem
Something strange is happening to marketing content. As more businesses adopt AI for content creation, a sameness is emerging. The same sentence structures. The same overused phrases. The same predictable approaches.
AI-generated marketing is increasingly recognisable—and not in a good way. It's grammatically correct, comprehensive, and completely forgettable.
Why AI Content Sounds the Same
How Language Models Work
AI generates text by predicting what words should come next based on patterns in training data. This means AI naturally gravitates towards:
- Common phrases and structures
- Middle-of-the-road positions
- Safe, expected language
- Patterns that appear frequently
This is great for correctness but terrible for distinctiveness.
The "AI Writing" Problem
You've probably noticed AI-typical patterns:
- "In today's fast-paced world..."
- "Let's dive in..."
- Excessive use of "importantly" and "certainly"
- Overly enthusiastic transitions
- Lists where paragraphs would be better
These patterns emerge because AI optimises for plausibility, not originality.
Volume Over Value
AI makes producing more content easy. This creates pressure to:
- Publish more frequently
- Cover more topics
- Fill more channels
Quantity increases while distinctiveness decreases. The unique brand voice gets lost in the flood.
If your content sounds like everyone else's AI-generated content, you've paid for software to make you invisible.
What Makes Brand Voice Distinctive
Elements of Authentic Voice
Perspective:
- Point of view on industry issues
- Willingness to have opinions
- Specific positions, not generic statements
Personality:
- Consistent tone (serious, playful, direct, warm)
- Recognisable rhythm and cadence
- Signature phrases or approaches
Stories:
- Real experiences and examples
- Specific, not generic, illustrations
- Human elements that connect
Imperfection:
- Quirks that make content human
- Occasional departure from convention
- Personality that can't be templated
Why It Matters
Distinctive voice:
- Gets remembered
- Builds connection
- Attracts aligned customers
- Repels wrong-fit customers (a feature, not a bug)
- Creates competitive moat
Framework for AI-Assisted Authenticity
Define Before Automating
Before using AI for content:
Document Your Voice:
- What words do we use? What do we avoid?
- What's our tone? (Formal? Conversational? Direct?)
- What perspectives do we hold?
- What makes us sound like us?
Create Voice Examples:
- Best examples of your content
- Explanation of why they work
- Patterns and approaches to maintain
- Things that violate your voice
AI as Assistant, Not Author
Good Use:
- First draft generation
- Research and synthesis
- Structure suggestions
- Alternative phrasing
- Editing and polishing
Bad Use:
- Publish without human review
- Replace human creativity
- Generate "thought leadership"
- Create content on topics you don't actually know
The Human Finishing Layer
Every AI-assisted content should have:
Voice Check: Does this sound like us? Would someone who knows our brand recognise it?
Opinion Injection: Where's our actual point of view? Have we said something meaningful?
Story Addition: Can we add a real example, experience, or anecdote?
De-AI-ing: Remove AI-typical phrases. Fix the rhythm. Add personality.
The value of AI is in the time saved on structure and research. Use that saved time to add the human elements that make content distinctive.
Practical Approaches
Prompt Engineering for Voice
Train AI to match your style:
Provide Examples: "Write in the style of these examples: [your best content]"
Specify Personality: "Use a direct, conversational tone. Avoid corporate jargon. Include specific examples."
Constrain Output: "Don't use phrases like 'dive in' or 'in today's world'. Avoid excessive enthusiasm."
The 70/30 Split
AI generates 70%, human adds 30%:
- AI provides structure, research, first draft
- Human adds voice, opinion, stories, polish
This preserves efficiency while maintaining authenticity.
Review Checkpoints
Before publishing, verify:
- Does this sound like our brand?
- Have we expressed an actual opinion?
- Is there something memorable here?
- Would this stand out from competitors?
- Does it contain original examples or stories?
When AI Works and When It Doesn't
AI Works Well For
| Content Type | Why AI Helps |
|---|---|
| Data summaries | Accuracy and speed |
| Technical explanations | Comprehensive coverage |
| Product descriptions | Consistent formatting |
| SEO-focused content | Keyword integration |
| First drafts | Faster iteration |
AI Struggles With
| Content Type | Why Human Essential |
|---|---|
| Thought leadership | Requires genuine thought |
| Brand storytelling | Needs authentic experiences |
| Controversial opinions | AI avoids strong positions |
| Emotional connection | Requires human understanding |
| Humour and wit | AI humour often falls flat |
Hybrid Approaches
Case Studies: AI structures and drafts, human adds actual client stories and insights.
Blog Posts: AI researches and outlines, human adds perspective and voice.
Social Media: AI generates options, human selects and personalises.
Email Campaigns: AI creates variants, human ensures brand consistency.
Protecting Voice Over Time
Avoid Voice Drift
As AI use increases, voice can gradually drift towards AI-generic:
- Regular voice audits
- Comparison to historical content
- Fresh examples of good voice
- Feedback loops from audience
Build Voice Guardrails
Style Guide Updates: Document AI-specific guidance:
- What AI can and can't do
- Required human elements
- Review requirements
- Examples of AI-typical issues to fix
Training: Ensure everyone using AI understands:
- Why voice matters
- How to maintain it with AI
- What to look for in review
- When to reject AI output
Your brand voice is a competitive asset. AI should strengthen it, not dilute it. Treat voice protection as seriously as any other brand asset.
The Long-Term View
As AI content becomes ubiquitous, authentic voice becomes more valuable:
- Generic content drowns in noise
- Distinctive content stands out more
- Human elements become differentiators
- Audiences crave genuine connection
The businesses that win will use AI for efficiency while doubling down on authenticity for differentiation.
Struggling to maintain brand voice while using AI? We help marketing teams implement AI tools and processes that enhance rather than erode brand distinctiveness.
Book a consultation to discuss your content and automation challenges.
