AI writing tools have exploded in popularity. ChatGPT, Claude, Gemini – they can all produce social media captions, blog posts, and email sequences in seconds.
But here’s what nobody tells you: AI-generated content is making brands sound more alike, not more distinct.
Where AI Helps
- Brainstorming – Generating ideas and angles you might not have considered
- First drafts – Getting past the blank page quickly
- Repurposing – Turning a blog post into social media captions
- Editing – Improving grammar, clarity, and structure
- Research – Summarising industry trends and data
Where AI Hurts
- Brand voice – AI tends to produce generic, corporate-sounding copy that could belong to any business
- Opinions – AI doesn’t have real opinions. Your audience follows you for yours
- Stories – Personal anecdotes and client experiences can’t be generated
- Trust – People can increasingly spot AI content, and it erodes authenticity
- SEO – Google is getting better at identifying and deprioritising AI-generated content
Our Approach
We use AI as a tool, not a replacement. AI handles the scaffolding – we add the personality, opinions, and brand voice that make content actually connect with people.
The businesses that will win in 2026 are the ones that sound like themselves, not like everyone else’s ChatGPT output.
