AI copy isn’t bad. It’s just boring.
It’s clean. It’s correct. And it’s making your brand sound like a chatbot.
Scroll through any product page, email, or ad right now. You’ll see the same safe phrases, the same “friendly but forgettable” tone, the same brand voice pretending to be helpful – but saying nothing real. This is the Clone Crisis, and it’s making every brand sound like they were written by the same machine.
And here’s the twist: the better AI gets, the harder it becomes to stand out.
So if you’re a brand owner trying to sound human in an AI-saturated world, these five steps will help you blend automation with authenticity – without losing your voice.
1. Use AI for Drafts, But Rewrite Like a Human
AI will get you to 70%. But 70% is the danger zone.
Let it give you structure. Let it save you time. But don’t let it have the final word.
Too many brands are publishing copy straight from ChatGPT – only to wonder why conversions are flat. It sounds smooth, but it reads like a support article. Nobody remembers “smooth.” People remember “real.”
Use AI to get a rough draft, then you rewrite it like you’re talking to a customer face-to-face. Your copy should feel like a confident human – not a confident machine.
If your homepage sounds like ChatGPT wrote it, you’re already blending in.
2. Create a Brand Voice Bible – Then Make AI Obey It
AI doesn’t know who you are. It only knows what the internet says.
AI defaults to “neutral,” “helpful,” and “safe.” That’s why most AI-generated copy sounds like a polite intern. If you don’t define your voice, it will define you.
Document exactly how your brand talks: What words you use (and don’t). How long your sentences are. How much edge, humor, or intensity you allow. Then feed that data into every single prompt.
As Copyhackers founder Joanna Wiebe says: your voice is not a mood. It’s a system.
If you wouldn’t say it on a call with your best customer, AI shouldn’t say it either.
3. Inject Friction, Not Just Fluency
AI writes smooth. Humans write sharp.
Friction is what makes copy memorable. It’s the line that surprises you. It’s the word that doesn’t quite belong, but makes you stop scrolling.
AI avoids friction because it’s trained to “please.” But great copy doesn’t please – it provokes.
Think Liquid Death. Dr. Squatch. Oatly. Their copy doesn’t “convert” in the traditional sense – it stings, sticks, and makes you feel something. If AI smooths out your edges, sharpen them again – on purpose.
Clean copy sells. Gritty copy builds cults.
4. Write Like You Talk (Then Let AI Clean It Up)
People don’t buy from brands. They buy from someone who gets them.
Start messy. Write how you talk. Record a voice memo if you have to.
Then – and only then – bring in AI to polish it.
Use prompts like: “Clean this up, but keep the tone exactly the same.” That’s how you keep your copy emotional and readable. Let AI be the editor – not the author. Because what makes people trust you is the rhythm of a real voice.
Sounding polished is good. Sounding human is better.
5. Use AI to Generate Ideas – Not Final Messaging
AI is great at volume. But quantity isn’t quality. And speed isn’t strategy.
Use it to brainstorm. Use it to get unstuck. Use it to reword headlines or test variants. But don’t let it decide what you say.
AI pulls from what’s already out there. But what’s already out there… is average. You don’t want to sound like the average eCom brand. You want to sound like you.
Use AI for inputs – but make sure you own the output.
AI can’t give you your edge. That part’s on you.
Bonus Tip: Steal From Your Support Inbox, Not a Prompt Generator
You already have the best copy source: your customers.
Look at their words. Look at their questions. Look at their frustrations.
Your support inbox is a goldmine of sticky phrases, unmet needs, and emotional language. AI doesn’t know what your customers actually care about – it only knows what everyone says online.
Before prompting AI for “pain points,” go read 10 support tickets. Let your people write the copy for you.
Your customers are writing better copy than AI ever will.
AI To Assist, Not Create
Don’t fight AI. But don’t copy-paste your voice into oblivion either.
The brands that win in this new era will know exactly when to automate and exactly when to get personal.
Use AI as your assistant. Protect your human advantage. And write copy that feels too real to ignore.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.