Identify the obvious signs of AI-generated copy
Secondly, everyone (or almost anyone) is using AI in one way or another., Choosing not to use it is valid and respectful.
When you decide to use it, it is obvious that you gain speed and, quite likely, are at the same rate as your competitors. However, it is wise not to simply copy and paste the first text from ChatGPT into your Word Document and believe that will make you a productive content professional. A monkey can do that. (at least a well-trained one). Once you have the copy at hand, you need to add in some value, some extra work. Not everyone knows this or does this regularly. So by deciding to go that extra step, you can and will play in your favour.
Using AI requires you to have critical thinking skills, an analytical mindset, a key for detail, be good at proofreading, and a sense of responsibility. Combining these skills and a positive attitude can help you take huge leaps in the AI Rat Race. AI Copy on its own will never make you stand out. Below is a summary of why.
What’s the problem with AI Copy?
1. AI often sounds (what it is) … robotic, formulaic.
2. Readers with a trained eye can spot it. Once you get used to it, it is even obvious.
3. Brand Personality can get lost or diffused in generic AI text.
4. Companies are using similar AI tools, which makes you fit in, not stand out.
Benefits of humanising AI Copy
1. Boosts SEO and authority – Aligns with Google’s EEAT guidelines. (EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness). This is one of Google’s various guidelines.
2. Builds trust and connection – Creates an authentic relationship with your audience. It makes the user feel understood, increasing loyalty and engagement.
3. Drives engagement and Action – Increases conversions.
4. Strengthen brand identity – Develops a distinctive tone of voice that becomes instantly recognizable by your loyal users, makes you stand out from your competitors.
Spotting AI content
AI content is usually predictable:
- Around 50% of consumers say they can tell AI from human generated content.
- It can be overly formal or academic, regardless of the subject. The structures of AI generated sentences are usually repetitive. The content is usually too clean and perfect, missing authenticity. Finally, AI content is too vanilla; it does not engage in strong opinions.
How to transform AI-generated copy
Adding personality
Adding personality to AI generated Content is usually quite simple and straightforward. You can use the following tricks of the trade:
1. Conversational phrases – these phrases mimic the way people talk in real life.
2. Storytelling elements – It adds relatability to dry facts
3. Approachable tone – Makes you relatable, easy to identify with.
4. Informal language – Use layman's terms, easy-to-follow vocabulary that facilitates connection.
Useful tips before you start
Identify 2-3 key brand personality traits – is your brand playful like Duolingo or Lego? Is it authoritative like Apple? Or compassionate like Patagonia. Use the 1st person (singular or plural) to where it fits in. 3. Add rhetorical questions – “Are you tired of waking up tired?”. Use strategic language patterns. (An example, is using a phrase like “By the way”… or the famous “one more thing”
Structural Variety
Adding Structural variety makes your content less robotic, making i t slightly more playful and easy to follow. Vary the lenght of your sentences, adding interrupting elements and introduce questions or commands where suitable.
Emotional Resonance
- Use sensory language – appeal to the different senses (touch, smell, taste). For example, “warm, golden sand underneath your feet”, “refreshing, cold beer”, “smooth, silky blanket”.
- Personal Pronouns – Examples like “you”, “we” or “I”, make the copy sound conversational and approachable.
- Acknowledge emotions – You build a bridge between AI and the user, that otherwise would not exist.
- Power words – A power word is a word or phrase that triggers an emotion, it encourages the user, to act. Quite frequently, they should be part of your headlines. They can appeal to emotions of Trust, Community, Curiosity, Pride, laziness, fear, lust, greed, anger, (This seems like rewatching Se7en eh).
Identify your user’s emotional drivers. (is it fear? Aspirational, joy, frustration etc.) For example, a Tesla buyer is motivated not just by a superior technological vehicle, but from being a “member” of an exclusive club. The content for the Volkswagen Golf or Fiat 500 can evoke nostalgia by appealing to the subconscious “family holidays, road trips when younger” etc.
Address the reader directly “you”. Include sensorial details in your copy and add emotional jargon to technical terms.
Strategic imperfections
- Use contractions (don’t, I’m”)
- Use colloquial or informal language
- Share personal anecdotes where you see it adds value and does not monopolise the content or distract the user.
- You can use humour and even laugh at yourself a bit if it is relatable to your content.
The Critical Accuracy Check
Fact vs Fiction – AI does not admit it does not know a fact. This can be a huge deal breaker. Always verify statistics, quotes, historical claims, and technical data with an expert before publishing any content. There is a huge reputational damage associated with publishing incorrect information, regardless if you are the New York Times or if you have a blog with 50 monthly users. You lose credibility, trust, and it is very hard to recover from that.
Give AI context, the more the better
Lastly, as mentioned at the beginning, this entry on my page is not to demonise the use of AI. Instead, I want to share some best practices to make the most responsible and rewarding use of AI. For that, I recommend the following:
- Generate a draft for AI.
- Give details of your audience
- Share knowledge on your brand personality.
Your thoughts and feedback are welcome.
