I Know You’re Using AI to Write Your Content.

It’s no secret that ChatGPT has revolutionized the way we create content. But here’s the thing: ChatGPT isn’t a content engine, and it can’t be your entire content strategy. Sure, it’s a fantastic tool for brainstorming, refining ideas, and adding efficiency to the process, but relying on it exclusively to write? That’s where things start to fall apart.

If you’re reading this and thinking, Could my content be too AI-heavy?—let’s dive into the signs that ChatGPT has taken over your content strategy, and why it’s time to get back to a well-rounded, human-centered approach.

Polished but Predictable: The ChatGPT Effect on Voice and Personality

ChatGPT is great for producing smooth copy, but the uniform, predictable tone it often generates can make your brand sound generic. Effective content needs a specific voice and personality—something AI lacks. Over time, if your content feels too uniform or impersonal, AI may be doing too much of the heavy lifting. Adding unique phrasing, brand anecdotes, and real human insights helps reestablish authenticity and connect with your audience.

Data Lacking the Human Touch

While ChatGPT can summarize trends and generate copy quickly, it misses the insights from real-time data and audience feedback. A strong content strategy requires data-driven insights combined with the human touch—like emerging trends or audience preferences, which only a hands-on approach can achieve. Content without these human insights often falls flat, failing to make an impact or resonate with real audiences.

Less Engagement and Lower Reach

The LinkedIn algorithm—and your audience—can detect when content feels too AI-generated. Posts lacking personal tone, anecdotes, or genuine insights tend to see lower engagement because they’re not sparking genuine connections or conversations. When engagement starts to drop, it’s often a sign that the content needs more of that human element that AI can’t replicate, which limits reach on platforms like LinkedIn.

All Quantity, No Quality: The ChatGPT Pitfall

AI makes it easy to pump out a high content volume, but your brand’s authority may take a hit if quantity overshadows quality. Readers can spot the difference between thoughtfully crafted content and a flood of AI-driven posts. A successful content strategy keeps a balance: a consistent flow that remains high-quality and relevant, helping establish trust and authority.

Generic Thought Leadership: Missing Expertise and Specifics

If your “thought leadership” pieces feel vague or lack depth, ChatGPT could be the culprit. Genuine thought leadership is built on unique expertise, industry experience, and innovative ideas—not generalized knowledge. Content needs specific insights and original thinking, elements that AI can’t create independently to stand out.

Losing Relevance with Static Content

Because ChatGPT relies on pre-existing data, it’s more suited for evergreen content than staying on top of timely trends. Content strategy needs flexibility to address real-time issues, industry news, or current events, keeping content fresh and relevant. Relying solely on AI can make your brand’s content feel stagnant or out-of-date while adding a human touch ensures that it resonates with what’s happening now.

Spotting ChatGPT Content is Easy!

Here are a few red flags that practically scream “AI wrote this,” along with some tips on how to make your content feel more human:

• Jargon Overload: AI often leans on business-speak with words like “cutting-edge,” “synergy,” “harness,” “revolutionize,” or anything with “in today’s {blank} landscape.” Avoid these overused phrases using straightforward language and specific details unique to your brand’s voice.
• Overly Complimentary Copy: ChatGPT-generated content tends to lay it on thick with compliments that can feel insincere—phrases like “best-in-class,” “unparalleled,” or “world-leading” are common. Instead, swap out generic praise with specific, measurable results or examples that showcase what you bring.
• Salesman Phrasing: AI loves the classic setup: “It’s not just X, it’s Y.” This formula can sound slick but insincere. Try more natural comparisons or speak plainly about the value your product or service brings.
• Common Sentence Structures: Watch for sentences that start with “By + gerund” (e.g., “By leveraging data, we can...”). AI often uses this construction for ease, but varying sentence types keep your content dynamic. Try starting with a question, a brief story, or a direct statement instead.
• Formulaic Transitions and Cliches: ChatGPT sometimes relies on transitions like “In conclusion,” “To sum up,” or “At the end of the day.” Avoid these predictable phrases by making smoother, more conversational transitions or by summarizing naturally instead of using these clichés.
• Keyword Stuffing: AI can be overly eager to hit those SEO targets, leading to keyword-stuffed content that feels clunky and repetitive. Instead, aim for a natural flow, and don’t overdo the same keywords—use synonyms or contextual phrases to keep it smooth.
• Lack of Emotional Connection: AI can miss out on emotional nuances, resulting in flat content. Real human anecdotes, humor, or even a hint of vulnerability add depth that AI often lacks. Sharing personal stories or speaking directly to the audience’s pain points can help readers feel seen and connected.

Bottom line: ChatGPT is a Tool, Not a Strategy

AI can and should be part of a content strategy but can’t replace real strategy, insight, or creativity. ChatGPT is a tool, not the whole toolkit. Effective content strategy requires a mix of creativity, analytics, brand voice, and timely relevance—something only a well-rounded, human-driven approach can deliver.

So, if you’re using ChatGPT as your content engine, take a step back and ask: What can I bring to the table that AI can’t? Start with these signs, reintegrate the human touch, and you’ll see the difference in your engagement and your brand’s impact.

Ash Serrano is a marketer with 15+ years of in-house and agency experience and a knack for creating engaging written and creative content that performs. She has worked with major brands like Amazon, discovery+, Gensler, HGTV, Hulu, KPMG, Mondelez, Pizza Hut, Sugarbear Hair, Synovus, and the Kardashians. She specializes in executive personal branding, creative direction, and influencer marketing. She also owns a career services company, Fairy Career Mother , geared toward getting more women of color into leadership positions.

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