All texts are starting to sound the same. And that’s a problem

It may sound like a cliché, but I need to start this article with the obvious: artificial intelligence has taken over the world, including the world of content. People who work with content strategy for different countries, as I do, have already noticed a very clear trend: texts are following the same pattern, no matter the language. ChatGPT, for example, has a very recognizable writing style. If you work in this field, it takes one glance to know when a text was generated by AI.

Today, if you read an Instagram caption from Italy, another from France, one from the United States and one from Brazil, you’ll quickly notice that they all follow the exact same structure. The same way of introducing an idea, the same development in the middle, the same type of conclusion. Only the language and the subject change. The script is identical.

Even major media outlets and well-known brands are falling into this trap. Last week, I was reading a profile on Instagram that I’ve followed for years. After just two sentences it was obvious the post had been written by AI. The editing was poor, and there were basic writing mistakes. It’s happening more and more. It’s easy to identify a text with no identity, no care, and no human touch.

Does AI-generated content always fail? It depends on the audience

Here in the United States, I’ve noticed something interesting: for an older audience, this rigid and predictable structure still works and even performs well. I have a client who uses AI-generated captions for Instagram and they still get good engagement. But when I read content from Brazil, the difference is obvious. It sounds artificial immediately.

And when texts become generic, brands lose strength. There is no positioning without personality. And in marketing, there is no personality when content sounds like it could have been written by anyone, anywhere, following exactly the same ready-made format that AI delivers.

The problem is not AI

I’m completely in favor of using AI. I take full advantage of it. I study it and use it every day in my work. But what I’m seeing is an excessive dependence from professionals who simply press a button and publish whatever the tool produces, without any criteria, adjustment, or consideration for the brand’s tone of voice.

Where do we go from here?

AI can accelerate, organize and inspire, but thinking still belongs to the professional. It’s the human being who builds a brand’s identity, even if AI is a partner in the process. Creativity, cultural insight and personal voice cannot be copied or automated. If everything sounds the same, nothing stands out, and a brand that doesn’t stand out disappears.