Humanising AI Copy

Identify the obvious signs of AI-generated copy

Using AI to generate content for your webpage has obvious benefits. You do save time. This is the most obvious fact. This entry is not meant to criticise AI-generated copy. It is merely a fundamental rundown of how not to use it blindly.

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. 

AI and Content - How AI Snippets Work

 Best Content Practices to beat the AI Game

In the gold rush to optimise your online content to render positively with AI searches, the game has definitely changed. 

 Whereas pre-AI, it was enough to have a competitive SEO strategy, with solid keywords, functional interlinking, user intent matching, mobile first, quick loading speeds, etc, now the rules have changed with added ingredients in the mix.  It's not as if the previous strategies are obsolete. Far from it, no one would recommend disposing of them. But they might prove to be insufficient. 

There are many steps webmasters, content strategists, or marketing managers must not neglect, like enabling AI crawlers. We can mention these at a later time. Today, I would like to share some AI tips that are content-centric.

 

Content Selection Priorities

• Value proposition first – Google strongly favours a clear value proposition and unique selling points (USPs). Check amongst yourselves which is the USP, your company is offering. Some examples of USP have been listed below. 
• Brand Identity – Snippets frequently begin with or prominently include the company name, followed by a value statement. 
• Customer-focused content – Content that directly addresses customer needs, using second person address – “you”, “your team” is frequently used. 
• High Keyword Relevance – Selected content consistently contains a high density of relevant keywords.  

Structural influences

• HTML Hierarchy matters – Content from structurally significant elements *headings, feature sections with icons, bullet points) is preferred. 
• Position Flexibility – Snippets are selected from throughout the page-  top, middle, and even the bottom – it is not just “above the fold” what matters. 
• Formatting Signals – bold text, subheadings (H2’s and H3s), and other visual emphasis help to increase selection likelihood. 

Selection Algorithm Insights

• Semantic understanding – The algorithm shows it is capable of real semantic knowledge rather than simple keyword matching, selecting the content that best represents the page’s value proposition. 
• Context Awareness – Even when truncating, the algorithm preserves enough context to make snippets meaningful and enticing. 
• Content Weighting – Different selection strategies ae employed based on page structure and content type

-    Semantic relevance to search query
-    Structural prominence in the HTML
-    KW density and relevance to search
-    Value proposition and clarity
-    Brand – query relationship

Practical Implications

For website owners and SEO professionals, these findings suggest several strategies to influence Google AI mode snippets:

1. Structure Key Messages: Place important value propositions in structurally significant elements like headings and feature highlights.
2. Front-load Content: Begin paragraphs with complete thoughts that communicate key benefits within the first 160 characters.
3. Use Semantic HTML: Properly structure content with semantic HTML elements to signal importance to Google’s algorithms.
4. Highlight Value Propositions: Clearly articulate unique selling points and benefits in concise, keyword-rich language.
5. Brand Association: Connect your brand name directly with key value propositions in prominent page positions.
6. Customer-Focused Language: Frame content from the customer’s perspective using direct address. (you)
7. Consistent Messaging: Ensure key messages appear in multiple locations (headings, feature sections, conclusion paragraphs) to increase selection chances.

The selection process shows Google’s understanding of content relevance and value, going far beyond simple text extraction to identify the most meaningful and useful content for users.

An example of several USPs of different brands and how their websites should definitely reflect this. 

Hyundai's value proposition centres around offering high-quality vehicles with competitive pricing, a wide range of features, and a strong warranty

BMW's core value proposition is the "Ultimate Driving Experience," emphasising performance, luxury, and innovative technology in its vehicles
 

Renault's value proposition is centred on delivering modern, stylish, and technologically advanced vehicles, while emphasising sustainability and accessibility.

Writing for Online Audiences

More often than not, content writers and creators, stumble across the dilemma regarding the content length for an online audience. Who hasn´t encountered one of those awkward situations where you created some online content that you thought was brilliant, a game-changer, or a creative masterpiece and you end up observing how your potential audience (at best) simply scan through your content?

Offline versus Online: The Endless dilemma

We must bear in mind, that online content should differ from its offline counterpart. There is a special pleasure that comes from reading a book on the train or at the beach that you will never encounter when reading online content. First, offline content is usually warmer, easier on the eye, and invites analysis and reflection. 

Online content on the other hand is aimed at distracted readers who are looking for a specific benefit. Online readers are constantly flooded with information, so the need to multitask and consume online data quickly and efficiently leaves them with shorter attention spans. Efficiency and time are of the essence here.

Best Practices for Online Content Creation

Keeping this in mind, here are a few best practices for successful content writing:

Start with a Bang 

Killer opening sentences and eye-catching headers are golden for you. All’s well that ends well might sound good, but here make sure you create impact from the very beginning.

Know your audience

Before you create any content, make sure you are aware of the queries your audience has, which keywords generate high search volumes for the topics you want to write about, and ensure these fit in organically in your text

3-2-1 Action! 

Call to Action (CTA’s) strategically placed around your site is what your audience is looking for. They will find your content interesting and well crafted, (no doubt), but they´re reached your landing page in search of something concrete (buy a T-Shirt, fill in a contact form, etc.).  If the user does not find it easy to interact with your site, chances are they will sooner than later abandon. 

One voice

 keep a steady writing style being true to your tone of voice and attitude. An erratic content style conveys a lack of direction and erodes trust. 

Be honest

Don’t try to be what you are not. You are not Kerouac or Bukowski so don’t write online content trying to imitate them (or your favored author). Accept the online audience for what it is. 

Make us rich

Unless you write for a non-profit blog, you are creating, editing, and publishing content for a company. Everyone from start-ups to multinationals has a website because they want to use it as a source of income. Make sure both you as well as your content are aligned with the business needs of your organization. If not, think why? And act upon it. 

Don’t overdo it

Remember to stick to the adequate length. It should be consistent with SEO good practices (800 words recommended) and address user experience at the same time (be brief, stick to the point and remove superfluous information)

Things to Remember with Online Content 

To sum, up When creating online content, ensure this is aligned with your company’s goals,  it facilitates conversions, matches real queries from real-life users, and is relevant. 

The 7A’s of Content Strategy

When creating top-quality content, it is essential to plan your strategy and create quality work in a structured way. 

Thanks to a recent course I am studying in The Strategy of Content Marketing from the University of California (thanks to Coursera’s platform), I´d like to share the following lesson on the 7As of content strategy any content professional should consider before they jump into the creation process. 

The following are the 7A’s that should be covered when managing and publishing outstanding content: 

1. Agile - Think quick and adapt swiftly. Collect data and analyze which of your content works and do more of it. At the same time, study what doesn´t work and if it can be improved or recovered in any manner. If it cannot, don't be sentimental and move on to something with a better ROI. 

A great example is if your website writes about different sports and for some reason, your reviews about curling don’t obtain a single page view. Even if you are a die-hard fan of this sport (let’s face it - it is aimed for a reduced niche), but it does not convert, move on to what does. 

2. Authentic - Write content using your strengths. You should create business communication with a human voice. It should never be bland, mediocre mass-produced advertising. You create authentic and trustworthy content when you try to stand out with your uniqueness and honesty, not by desperately trying to fit in.

3. Attention - Once you nail the editorial quality of your content you should also strive to make it visible. Play the Search Engine game. Use all the SEO good practices to your benefit. Remember always “white-hat SEO”.

Use the following good SEO practices to your advantage: 

• Headline

• Links

• Bolds

• Images

• Infographic

• Video

• Visually aesthetic site design

4. Audience - Study your audience and segment them according to their behavior. This technique is very related to our first point (Agile). See how they reach your site, and how they interact. Check the user journey and how to improve the content to improve important KPIs such as Time-On-site, bounce rate, or conversions. 

It is useful to segment your audience in the following manner: 

• Leads

• Prospects

• Current customers

• Past customers who now advocate your products or services

• Second customer (Do not buy it, but still promote it)

5. Authority - Not to be confused with arrogance. Don´t be afraid to claim your position as an expert on the matter. Even better, be a likable expert. Stay humble but do not hide you know what you are talking about. Authority can be understood in two different manners: 

Claimed Authority	Designated Authority
Authority is bestowed upon you based on your experience and position	You earn your authority by working for it. You prove it with your hard work and obtain results
You fit in into what people expect of you	Your initiative makes you stand out

Claimed Authority usually comes formally with a senior position. On its own, it’s naturally not bad but should always be complemented with the “Designated Authority” that usually comes with meritocracy. 

6. Action  - Unless you write for a non-profit blog, your content should lie in tune with the business objectives of your organization. This means to ensure the tone of your content matches and facilitates conversions and Calls to Action (CTA). 

This could be summed up by facilitating your landing page facilitates sales, affiliations, email sign-ups). This is ensured by having a proficient UX writer who writes simple, efficient copy that calls for quick action. 

Editorially, you should check that you present your product or service attractively and persuasively. Become a student of persuasion to ensure your creativity brings economic success to your organization.

7. Acceleration - The last A is designed to go beyond the mere act of creating copy. It is aimed at creating positive synergy with fellow content professionals. Exchange your ideas, initiatives, and innovations.

Don´t be cocooned at your desk writing (albeit awesome copy). If you do not share what you are doing or how you are achieving it, you will get left behind. Copy creation or edition, like many creative and business-related activities, must exist in a shared open environment. 

Think of a talented chef. If he decides simply to stay within his restaurant and never share his recipes on a YouTube channel or attend trade fairs to exchange ideas or methodologies, chances are eventually he will fall behind other more outgoing cooks. 

Networking is key to obtain inspiration and refreshed knowledge in the industry. Organizing forums on professional networks like Linkedin or attending informal meet-ups or conferences to present your ideas or initiatives are fantastic. 

From personal experience having assisted conferences on content creation and organized informal chats and meet-ups I can only advocate its benefits. 

Keyword Research

SEO is a continuous discipline that requires consistency and an analytical mindset combined with a daring and risk taking atttitude. I will introduce keyword research to get started off with SEO and how you can make the most of your site, attracting more visitors. 

When first engaging in keyword research you will start to discover which are the search terms users are applying on search engines when looking for products or services that you offer. As a case study I will share an example of keywords research for a fictional solar power company in the USA. 

I narrowed it down to the top 50 keywords driving traffic related to solar panels in the USA (source: Ahref). 

What I have done in order to have a clearer picture is to remove any keywords from a generic query ("solar panels" and "solar panels for sale") since these are obvious choices. I have also removed keywords inquiring about competitors (Tesla, Sunpower etc.)These will not be part of our content. However they will be part of our content strategy when analysing...

• What keywords are they using
• What content formats are they creating
• What line of products are they selling
• What prices are they offering. etc etc. 

Removing the superfluous we obtain the following conclusions:

Main queires include cost, technical specifications as well as solar panels for residential use. This points to the must have in your content. They should be clearly visible, relevant and guarantee a Call to Action. It will be the Cash Cow of your content. 

 

Main query	Proposed content format	Channel
Cost	Specific section your site on solar panels with information on cost and financing options Email campaigns with special offers Brochures	Website Email campaign B2C personal interactions
Residential use	Make sure you offer a good selection of panels for residential use. Make this option clearly visible in the above the fold section of your home page Brochures	Website B2C personal interactions
Technical specifications	Visual, Video, Infographics Presentations	Blog Trade Fairs and B2C personal interactions

 

Secondary queries include some surprising interests people have regarding solar panels. Some are even counterproductive to our business model (such as DIY solar panels) but there is a way we can turn this around and address these queries people have with articles on our blog. We do not have to sell this product or service but we can draw users into our website and entice them to navigate throught our products portfolio. 

Secondary queries	Proposed content format	Channel
Quality	Blog Visual, Video, infographics Presentations Testimonials	Blog section of your site Website Trade Fairs
For recreational vehicles	Blog	Blog section of your site
DIY	Blog	Blog section of your site

 

 In conclusion, and as mentioned above, this initial insight into keyword research has provided some baby steps that a content strategist should take when creating content for this site.

Obviously in the real world, this study will be far more complex and elaborate. However I trust these initial findings can be of your interest.