I am annoyed enough to write a blog post about this.

Can we talk about the amount of awful AI drivel clogging up timelines?

The Facebook posts that read like they’ve genuinely been written by a robot, that are too “perfect”, using loads of em dashes or the “it’s not this, its that” comparisons. The AI-generated videos that have blatant mistakes, yet still get posted!

It’s painful, and everywhere.

Brands are using it as a shortcut rather than a tool.

AI doesn’t *have* to ruin creativity – but it’s definitely starting to. I need to make this clear – I’m not anti-AI. I use it in my own workflows a lot, to REFINE stuff that I do, but not completely replace it.

I can guarantee you’d be able to spot something written by ChatGPT or (insert LLM here) – it’s soulless, and you can see it in the engagement of the posts too. People can feel when a post has no ‘heartbeat’.

We don’t connect with perfect AT ALL- we connect with personality. We see that in radio all the time.

AI has a place, but it’s not meant to replace the human bit, the messy, emotional, creative, sometimes chaotic bit.

If you’re a brand or business thinking of handing over your voice to a bot, please don’t! Use it to help you write better, not sound less human.