Artificial intelligence (AI) has made content faster, cheaper and easier to produce. That sounds like progress to some, but in reality, it has created a new risk that many businesses are walking straight into.
Inauthenticity
When everyone uses the same tools with the same prompts, everything starts to sound the same. The same phrases. The same structure. The same empty confidence.
Your brand stops feeling like a business run by real people and starts to read more like a template.
Audiences notice faster than you think
If your website copy, emails and social posts could belong to any company in your industry, you have already lost differentiation. And without differentiation, there is no reason to choose you.
Generic content kills trust
Think about the last time you read something that felt robotic – zero personality, no real opinion. You probably just skimmed it and moved straight on – and your customers do the same.
The result of all this is forgettable marketing. Here’s how to avoid the trap.
First, if you’re going to use AI, treat it as a draft assistant, not a publisher. Never copy and paste directly from the platform. Rewrite in your own voice.
Secondly, draw on your real-life experience. Add stories, client examples, lessons learnt and mistakes made. AI just can’t fake lived expertise convincingly, and it lets your audience know more about you as individual.
Finally, define your voice clearly. If you can’t describe how your brand sounds, AI certainly cannot write it for you.
AI is powerful, but originality still wins every time. Your story, opinions and personality can’t be replicated by competitors, and are your biggest asset when it comes to marketing yourself online.
If your content is starting to feel generic, it’s time to do something about it by speaking to the content experts at Engage Web. We help businesses capture their authentic voice and turn it into marketing that sounds true to their brand, embodies their mission and, above all, impossible to copy.
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