You're Using AI for your Content. But Does it Really Work?

Photo by Markus Winkler on Pexels

Here's what I'm hearing from businesses like yours: We're using AI for our content now. It's fast and cheap.

Followed by: But honestly? It doesn't quite sound like us.

And that's the problem.

The AI Content Gap

AI gives you a first draft in seconds. But here's what it doesn't give you:

• Your actual brand voice (not 'professional and friendly' generic)

• The rhythm and flow that make people want to keep reading

• Freedom from those telltale AI phrases that make readers switch off

• Confidence that facts are accurate and nothing's been plagiarised

Your prospects can tell. Your clients can tell. And if you're honest, you can tell too.

That should be a concern, a big red flag. Because if you can tell, then your prospects and clients will too. And they'll most likely lose interest in reading your LinkedIn posts, newsletters, and other content because it sounds like everyone else’s.

Not more AI-generated stuff! How boring.

The danger then is that they become disengaged. And you risk losing them as clients.

Yes, AI is adapting. Yes, it’s getting far better at learning how you ‘speak’, your tone of voice, and adapting to it. But there’s always that little … je ne sais pas … ‘something’ that screams ‘AI wrote this’; there's no empathy or emotion. Or it misses a fundamental fact or an influential twist to what you’re trying to say and sell.

This is particularly important if you provide a service with a sensitive element. Whether you work in coaching and mentoring, disabilities, mental health, therapeutic support or medicine, writing to your target audience may require a particularly gentle touch or convincing tone.

That’s where the human element is needed – ideally, someone objective. Someone who hasn’t spent hours, days, or weeks on the project, who becomes increasingly blinded to what’s missing – that ultimate, powerfully persuasive sentence.

That’s when you need to engage outside help. Moi!

It sounds like I speak French fluently, doesn’t it? Sadly, non. Mon français est très mauvais (I had to look that last word up). Don’t ever ask me to proofread a French document! In fact, pro tip: always ask a native speaker to proofread a foreign language document for you.

Anyway, I digress…

How I Transform Your AI-Generated Content into Your Genuine Brand Content

After over 30 years of writing a mix of advertising, marketing and PR copy, I’m now enjoying editing clients’ AI (or not!) content to make it genuinely work for their businesses.

This is how I do it:

• Sentence flow and structure: Your AI draft might be technically correct, but exhausting to read. I remove the fluff, vary sentence lengths, restructure for logic, and make it scannable. The result is content that people actually finish reading.

  
  

• Ethical AI use: I fact-check against sources and run plagiarism checks to protect your reputation. After all, you don’t want people discovering before you that you’ve unintentionally ripped off your competitor’s content. That could be disastrous.  

• Tone of Voice alignment: Whether you're ‘homely and helpful’ like Ikea or ‘cheeky and sarcastic’ like Lidl, I edit your AI content to sound unmistakably like you, editing and rewriting as needed.

  
  

• Proofread and polish: The basics matter. I catch the spelling errors, grammatical issues, punctuation problems, incorrect word usage, and even formatting inconsistencies. All of these can make your hard work look rushed and, worse still, unprofessional.

Why This Matters

You're already using AI. Your competitors definitely are. The businesses that will win aren't the ones with the fanciest AI tools – they're the ones whose content sounds human, trustworthy, and like themselves.

I'd genuinely love to help. Send me your next AI-generated piece and let's discuss what's possible.

I don't want to sound like others! Help me make my AI content sound like my business.