We’re in a golden age of robot-written content. Polished, polite, and perfectly forgettable.
Keeping your voice when the tools start speaking for you: that’s the challenge we’re all facing.
AI is everywhere. It’s reshaping how we see, buy, and decide. In corporate comms, it’s doing something even trickier: making everything sound the same.
We call it the Em Dash Test — a small but telling clue that a message might be polished by AI but not by human thought.
We’ve all seen the result: posts that are technically perfect but emotionally empty. Statements that look right but don’t feel right. The paradox of thought leadership, without the thought. You get the idea.
This matters because audiences today don’t just need to read or watch your message unfold, they feel your message. If your content is too clean, too tidy, too safe, it won’t stick. People trust voices, not templates. And guess what? There’s a price and it’s the erosion of trust.
We’re not here to scold the robots (that’s a risky game) but rather help you find your voice in a world of synthetic tone.
In our Field Guide we’ll show you:
- Why your brain spots the difference, even if you can’t explain it
- Where AI shines and where it doesn’t
- How to use AI as a helper, not a ghostwriter
- And why a little imperfection builds a lot of trust
It’s just one part of a bigger story about how to lead with trust over influence, how to tell stories that make people feel seen and how to navigate the AI shift without losing your voice.
Curious? Read the complete Field Guide