AI Talks Too Much

You’ve seen it. The random adjectives, the run-on sentences, the listicles that never end. Frankly, AI-generated writing is annoying — and it’s generally the opposite of simple, human messaging that successful brands strive to develop.

The good news? There’s a significant opportunity for intentional organizations that want to cut through the noise. While many brands will favor the speed and accessibility of AI-generated messaging, your brand can seize the moment and build an authentic voice that actually moves audiences.

Simple is human.

Tools like ChatGPT, Claude, and Gemini have accelerated branded content creation at an unprecedented pace. But without careful prompting and editing, they stretch basic ideas into paragraphs. They substitute clarity with cadence. They fill space with repetitive marketing speak.

Red flags for AI voice are becoming familiar. The New York Times Magazine notes that models often expand on ideas with vapid phrases and words that signal artificiality. And when a message tries to say everything, it lands as nothing.

There are decades of evidence behind this. Research on cognitive load consistently shows that people prefer — and remember — simpler messages that directly address their challenges or expectations. Yes, customers may still read long copy! But the message needs to feel relevant, distilled, and actionable.

AI overwriting creates cognitive friction, burying the value proposition under layers of explanation and product features. Instead of communicating a simple emotion or call to action, these tools are hardcoded to generate an overly comprehensive message based on endless sources of input.

Simple is disciplined.

Developing your brand voice should feel strategic and intentional. Let’s explore some actionable steps that can help you cut through the noise.

Tip #1: Start with positioning, not prompts.

Treat your brand like a human. What does your brand believe? How does your brand behave? Answer these questions and create core positioning traits that serve as the starting point for all messaging.

Tip #2: Constrain the machine.

If you use AI, guide it with precision. Set character limits for platform-specific content. Ask for practical adjectives, fewer em-dashes, and sentence variation.

Tip #3: Edit. Edit. Edit.

AI gives you volume. Your job is reduction. Cut everything in half and test the message again. Watch for AI red flags: repetitive words, present participles after a comma, and self-negating structures (“It’s not this, it’s that”). Remove them and get closer to the truth.

Ready to develop your brand voice? Let’s embrace the moment to stand out and create real growth. Get started by discovering all of our services.