Read ten company blogs in the same industry today and many will sound alike. The same openings, the same lists, the same safe phrases. This is not a coincidence. It is how AI writing tools work, and it creates both a problem and an opportunity for brands.
Why it happens
AI writing tools are trained on huge amounts of existing text. When you ask for an article, they predict the most likely next words based on everything they have seen. The result is fluent, but it tends towards the most common way of saying things.
So when many businesses ask similar questions, they get similar answers. Over time, the internet fills with content that is correct, tidy and forgettable.
The signs of average content
- Openings like "In today’s fast-paced world"
- Lists of benefits that could apply to any company
- No names, places, numbers or real examples
- No opinion, or an opinion everyone already holds
- A tidy summary that adds nothing new
Why it hurts your brand
- Buyers cannot tell you apart. If your content sounds like your competitor’s, there is no reason to choose you. See stand out or disappear.
- It does not get quoted. AI assistants and journalists look for sources with something specific to say. Generic content is rarely cited. Read more on which sources AI assistants quote.
- It wastes reader trust. People learn quickly to skim content that says nothing.
How to make content distinct
- Start with what only you know. A client story, a pattern you have seen, a mistake you made and fixed.
- Take a position. Say what you think, and what you disagree with.
- Use real details. Places, situations, the actual question a customer asked last week.
- Write in your own voice. Read it aloud. If it does not sound like you talking, change it.
- Cut the filler. Remove any sentence that could appear on a competitor’s site unchanged.
Using AI without the sameness
| Instead of | Try |
|---|---|
| "Write a blog about X" | "Here is my voice note about X. Turn it into a draft in my words." |
| Publishing the first draft | Treating it as raw material and rewriting the key parts |
| Asking for generic tips | Asking it to challenge your view or find gaps |
Our view
AI writes towards the average, because that is how it is built. As more content looks the same, the brands that stand out are the ones that add real knowledge, a clear view and their own voice.
Want a voice that is clearly yours? See our work in identity design and how we use AI.
Frequently asked questions
Is all AI content bad? No. AI is a useful drafting tool. The problem is publishing drafts without adding your own knowledge and voice.
How can we check if our content is too generic? Swap your company name for a competitor’s. If the piece still works, it needs more of you in it.
Does distinct content take much longer? A little. But one specific, useful piece usually does more than five generic ones.
