The Influence of AI: How to Avoid Sounding Artificially Intelligent
Posted on Oct. 8, 2026 / Subscribe 0
Since the launch of ChatGPT in 2022, we have seen a huge shift in how we approach marketing and communications content. What was once ruled by creativity, strategy, and planning could now be outsourced to an AI learning model. AI has become integrated into everything we do, from crafting a simple text message to writing an email and drafting a proposal.
Whether you’re pro, anti, or neutral, AI is still being pushed as the shiny tool that will increase productivity and lighten workload. However, AI can never truly replace what we do as marketing and communications experts. Even with every corner of internet knowledge at its disposal, it doesn’t have your lived experience, professional judgment, or understanding of your company’s audience.
AI hasn’t changed what makes that content worth reading. If you want to use AI to your benefit AND avoid sounding artificially intelligent, follow my three rules for using AI as a helper rather than a doer.
1. Start by drafting your own content
This may seem obvious, but if you take away nothing else from this article, let it be this: it’s very easy to recognize when AI has done the heavy lifting. Instead of prompting AI to write a social media post, article, or proposal for you, start by writing the first draft yourself.
Your draft gives AI the context it needs to refine your ideas rather than generate them for you. Look back at similar content you’ve written in previous years and use it as inspiration. Again, before the dawn of 2022, we had to write our own content, so I know you have it hidden somewhere.
Once you’ve captured the key message in your own voice, you can prompt AI to refine the copy or generate different versions. This way, you’re still benefiting from the efficiency while maintaining your brand’s personality.
Starting with your own draft also forces you to answer the questions AI can’t: What’s my main goal? Who’s my audience? What do I want them to feel or do after reading this? Those decisions shape the content long before grammar, sentence structure, or word choice come into play.
2. Learn to recognize common AI writing patterns
When you write a social media post, article, or proposal, the goal is to say something noteworthy. Using common AI writing patterns is one of the fastest ways to deter your audience from reading.
Think about when you’re reading a post from a brand or person that uses one of these formulaic patterns. Do you feel transfixed, or do you want to scroll?
Excessive use of em dashes
Em dash, a once benign and versatile punctuation mark, is now the center of controversy. Em dashes are useful when used sparingly to make a point stand out. It’s the excessive use that has become a telltale sign of AI writing. Use them only when necessary and, otherwise, opt for commas, parentheses, or semicolons depending on the context.
Common AI sentence structure
“It’s not X, it’s Y.” “That question? Here’s the answer.” Did you audibly groan, roll your eyes, and want to stop reading? That’s how your audience feels, too.
Instead of writing, “It’s not about building roads, it’s about building communities,” try: “Building roads is about connecting employees to their jobs, students to their schools, and residents to accessible recreation and healthcare.” This gives readers a clearer picture of what “building community” actually looks like and why roads are important to that process.
“Rule of Three”
AI loves parallelism especially the Rule of Three, a writing principle that suggests ideas grouped in threes are more satisfying and memorable.
Like any literary device, it’s effective when used intentionally. But when every paragraph is littered with lists of three, the writing starts to feel robotic. In many cases, one strong example is better than three mediocre ones, especially when you can tie it to a real-world use case.
Describing a project as “visionary, innovative, and inspiring” is repetitive and meaningless. Instead, focus on one aspect of the project that’s noteworthy, vary your sentence structure, and make sure every point contributes something distinct.
Overly simplified text and conclusions
AI doesn’t have the full picture or story in most cases. Without more information, it will under-deliver and produce a simple statement that anyone or anything can write. Think monkeys on a typewriter theorem. Most importantly, overly simplified text doesn’t differentiate you in the market, which is the ultimate goal.
Whenever possible, use specific stories, projects, or experiences only your organization can share. Real-world examples strengthen your point and demonstrate first-hand experience.
3. Put Yourself Back into the Writing
What AI generates isn’t novel, but it can help you brainstorm and refine your copy. The final round of editing is the best time to reinject your personality into the piece. If someone who knows you or your organization couldn’t recognize your voice, keep editing.
Ask yourself: “Would I actually say this?” “Does this sound like my organization?” “Is there a specific story, project, or example I can add?”
Try combining sentences or replacing predictable phrases with something you would naturally say in conversation.
AI is a Tool, Not Your Colleague
After reading this, you probably have an idea of my writing style and personality. There’s one voice instead of a culmination of other voices strewn together or, as I like to say, Frankensteined together.
Since the very beginning, marketing has been about connecting products and services with people in an authentic way that no language model can manufacture. AI can help you move faster, organize your thoughts, and overcome writer’s block, but it can’t replace your perspective or years of experience.
My advice: don’t lose what makes your writing unique in favor of faster turnarounds. The more we rely on AI to think for us instead of with us, the more our writing starts to sound exactly like everyone else’s. The best thing you can do for your brand is sound unmistakably human.
By Kali Riggleman
Marketing Communications Specialist, Timmons Group
0 Comments