AI Made Everyone Sound Exactly The Same

The first thing I noticed was how fast clients started asking if they could use AI to handle their content. Not as a tool in the process. As the whole solution.

I'd spend weeks helping a business uncover their unique story, their voice, and then they'd see some AI-generated post and think, "Why don't we do that?"

There was this immediate pull toward efficiency over authenticity.

AI was making content creation easier than ever. But here's what stopped me. Creating content that matters got harder. Everyone had access to the same tools, the same prompts, the same outputs.

The playing field didn't level. Things homogenized.

The Efficiency Trap

Brands aren't seeing what they're losing yet. They see the efficiency gains and think they found a shortcut.

I watch brands pump out more content than ever, hit all their posting schedules, check all the boxes. Then they wonder why engagement stays flat or conversions don't move.

They create content that looks right on the surface. But there's no connection with anyone.

Research confirms what I'm seeing. Content homogenization is measurable now. AI-generated content appears more similar to other AI content than human-created work ever was to other human work.

The dangerous part? The gap between "we're posting consistently" and "we're connecting with our audience" isn't obvious at first.

You spend months shouting into the void before you notice.

Training Your Audience To Ignore You

By then, you've trained your audience to ignore you.

You see people scrolling past your posts, not clicking, not engaging, not responding when you look at analytics. The reach is there. The connection isn't.

The audience's brain starts categorizing your brand's content as noise. When everything sounds generic, polished, and safe, people stop paying attention. There's no reason to.

Nearly 59% of US adults think AI-generated content is less impressive than human-made content. Your audience feels the difference, even if they don't articulate why.

What AI Doesn't Replicate

When AI tries to create vulnerability, something feels off. AI will generate something like "we're not perfect, but we're passionate about serving you." That's corporate speak dressed up as authenticity.

Real vulnerability is specific.

A founder admitting they nearly went bankrupt because they took on too much studio debt. Talking about the moment you had to fire a client because the fit wasn't right.

Those aren't comfortable stories to tell. AI doesn't have discomfort. It doesn't know what risking something feels like.

A story isn't the words on the page or the structure of the narrative. When you're reading AI-generated content, you're reading a simulation of experience. When you're reading human content, you're reading the residue of life.

People sense this difference.

The Competitive Advantage

Businesses that invested in finding their real voice will have an advantage. Everything else is starting to sound the same.

While copywriting gigs dropped 36% since early 2023, demand for authentic storytelling is growing. Brands that tell real stories about real experiences stand out.

You don't hack your way back to trust. You earn trust again, one real story at a time.

The regret comes later. Brands notice their competitors who invested in authentic storytelling get better results with less content. Or they see everything they're putting out could have been written by anyone in their industry.

AI needs a craftsman at the helm. Someone with vision and deep understanding of the subject matter. Without human input guiding the tool, you get more noise.

The question isn't whether AI will get better at mimicking realness. The question is whether your brand will invest in developing the authentic voice no one else has.