If your updates, emails, or release notes are starting to “delve” into things a lot… your audience can probably hear the AI in it. That matters, because trust is conversion’s oxygen. 70% of people who know or use gen-AI say AI content makes it harder to trust what they see online. When trust drops, so do activation, retention, and brand recall.

At the same time, language is drifting in a very AI way. A Preprint analyzed 740k hours of talks and podcasts and found many GPT-favored words (like “delve” and “meticulous”) rose 25–50% per year in real speech after ChatGPT launched. The AI accent is real and now, also detectable.

• Activation & conversion: People try products they believe in. Robotic copy signals towards “generic,” which quietly destroys intent.
• Retention: Users stay with products that feel like they’re built by people who understand them, and speak like them.
• SEO:  Helpful, specific language wins engagement time and backlinks whereas AI-ish fillers don’t.

Brand recall. Amongst so much AI sameness, having a distinct voice sticks out and stays with users and audiences.

1. Cut the giveaway verbs. If a paragraph has two of: delve, underscore, bolster, meticulous, swiftly, amidst, furthermore, trim to zero or one. (We’re not banning them; we’re saving them for when they truly work.)
2. Prefer short, specific verbs. Delve → explore / unpack / go deeper. Underscore → highlight. Bolster → back up / strengthen.
3. Write like you talk to a person. Swap “users” for “you.” Instead of “Users can now…” try “Now you can…”.
4. Start with the change, not the flourish. First sentence = what changed + why it matters. Flourish later.
5. Add a human fingerprint. A tiny story, a customer name (with permission), a number, or a trade-off you considered.
6. Impose constraints. Ask your writer or AI tool: “≤2 buzzwords, ≤2 commas per sentence, 15–18 words max per sentence.”
7. Do a plain-English pass. Last step: “Rewrite this for a smart, impatient reader. Keep the meaning; reduce the fluff/unnecessary jargon.”

Additional tip: Keep a brand “watchlist” (words to use/avoid) and run a quick ⌘F/Ctrl+F before publishing.

Below are before/after prompt rewrites you or your team can paste into any AI tool. Each block adds voice notes, personal detail hooks, constraints, and a plain-English pass.

Prompt Pack

Authenticity isn’t about sounding casual, it’s about sounding particular to your customers, in your context. That’s the line between “generic AI” and a brand people remember (and buy from). See how we put that into practice.