Content Marketing Strategist

Are you getting bored of seeing the same old generic AI content when scrolling through social media?

I know I am. Actually, I’m getting annoyed by it.

Just to clarify, I use AI every day, but my clients buy from me, not ChatGPT.

AI is a tool. Nothing more, nothing less. But too many business owners are using it to create content, then copy and paste it. It’s bland, generic, and forgettable. You can spot this content a mile away and it instantly makes people scroll right past. That’s not going to help your business stand out or connect with your ideal clients.

And don’t get me started on some of the AI-generated phrases that just make me cringe. If you’re using AI, watch out for these five overused, lazy lines that instantly kill your credibility:

• Here’s the thing (or any variation like “catch” or “truth”)
• Let’s be honest
• Imagine this…
• The cliché double dash (seriously, why???)
• And my personal pet peeve – at the end of the day

These phrases scream “I didn’t put any thought into this.” Your clients buy from you, and deserve better.

Here’s how to use AI right so you sound like yourself, not like everyone else, without spending hours on content creation.

1. Use AI for first drafts, then own the final copy

AI is brilliant at generating rough drafts fast, but that’s where its job ends. 

If you rely on AI to produce polished, final content, you will sound generic and robotic. Once you’ve got that first draft, take it and edit it – insert your personality, add your perspective, and rewrite it in your tone of voice.

This process turns a bland AI skeleton into content with heart and character. The kind your ideal clients actually want to read and respond to. Treat AI like a first draft partner, not a ghostwriter.

Fashion brand, Oh Polly, have content teams who draft content inspired by data and AI tools, but every post is tweaked and styled so it sounds bold, cheeky, and 100% Oh Polly. That’s how you stand out in a crowded market.

2. Inject your personality  

You and your personality is your business’s biggest differentiator. AI can string words together, but it can’t mimic your tone, humour, or the way you connect with your audience.

That means if you just publish AI-generated text as-is, you miss the chance to build real connection. So, after using AI to generate ideas or drafts, go back and add your unique stories, your opinions, your style.

This human touch is what turns content from forgettable to magnetic. Don’t be afraid to show up as you as that’s what your ideal clients are searching for.

BrewDog uses AI and analytics to help inform their content strategy, but their rebellious, sharp voice comes from their team’s deep connection with their audience. Their campaigns don’t sound like generic beer ads because they’re written by people who know their crowd.

3. Add a clear call to action

Most generic AI content ends without guiding the audience anywhere. To make your content effective, every piece must have a clear next step that fits where your ideal client is right now. 

That could be anything from asking a question to encourage comments, to inviting them to book a discovery call, or download a resource. Tailoring your call to action based on your client’s stage in the journey makes your content purposeful and drives results. Without this, even great content can fall flat.

The Body Coach (Joe Wicks) is a master at this. His content directs followers clearly such as try a workout, join his app, or buy a book. The CTAs fit his audience’s journey and feel authentic, not generic.

Final Thoughts

If you want to use AI without sounding like everyone else, remember:

• Use AI to draft, not to deliver final copy.
• Add your personality and stories.
• Make every piece move your ideal clients forward.
• Ditch the lazy AI phrases that make you sound like every other robot.
• Your ideal clients want you. Not recycled, generic content.

Create content that connects. That’s how you get noticed and, more importantly, get clients.