5 Tell-Tale Signs Your Copy Was Written By AI
Tell me something; when did you last read your website? Not skim it or give it a quick scroll on your mobile, but actually read it? I'm talking about how a client would read your website.
If you haven't, leave this post for now and go do it. Trust me, you'll thank me for it later.
Once you've read it, ask yourself one simple question: Does my website sound like me...or could it be anyone?
AI-generated content is everywhere right now. It's taking over website copy, social media posts, and even customer service. Does it have some benefits?
Absolutely. BUT, if you're using AI incorrectly, or relying on it too much, you're probably losing valuable customers and clients.
I've been a copywriter for over 10 years. I've created website copy, sales pages, emails, and ads long before AI was even a thing.
For this reason, I can easily spot when something is written by AI. And, now that AI is becoming a standard practice for small businesses, I guarantee your audience can too.
In this post, I'll reveal 5 signs that show AI wrote your content. But, if you're new to AI copywriting, you might want to check out my guide on what AI copywriting can and can't do for your business first.
A Quick Disclaimer
Before I explore the signs of AI copywriting, I want to make one thing clear: I don't use AI models for website copy and content creation. It plays a part in my process in terms of research and outlines, but what you're reading here is 100% me.
I'm also not here to tell you that you shouldn't use AI, as I know how hard small business owners find it to balance their budgets. Instead, I'm here to help you learn how to use it responsibly and get support from an expert human copywriter when you need it.
The 5 Telltale Signs That Scream AI
Sign 1: It Could Belong to Any Business (literally any)
Take a look at your homepage, and imagine swapping your business name for a competitor's. Does it still work? If yes, then you've got yourself a big problem.
AI works by analysing patterns from millions of websites to generate text based on your prompt. The output looks OK, reads well, and is technically accurate... but it sounds like every other website.
Unfortunately, this now means that many copywriters and businesses have to switch up their language, because AI use previous content as a reference point.
Some phrases are massive AI giveaways. These include:
"We are passionate about delivering results"
"Our team of experts is dedicated to your success"
"We provide innovative solutions for your business"
"Taking your business to the next level"
You've probably seen each of these phrases when you've browsed for products and services.
The Cost of Relying on AI Language Models to Create Copy
It's simple, really. When people find your website, they want to know you can solve their problems... right? Wrong.
Prospective clients and customers want to know that you understand them, empathise with them, and genuinely get what they're about. Generic AI can't do this. As a human, you (or a professional copywriter) can.
Sign 2: It's Weirdly Formal
A surefire way to spot AI-generated website copy? It's so formal.
AI tools are robotic because they are basically robots! These tools are trained to produce content based on patterns, not emotion. So, the output can seem forced, weirdly formal, and how nobody talks.
I'll give you an example. I asked Gemini this question: I'm walking down the street, and I see someone I know. How should I greet them?
Here's how it responded:
This definitely isn't how I talk, and it probably isn't how you talk.
Classic Examples of Weirdly Formal AI-Generated Text
Here are some gems that frequently appear on websites. They're either written by AI or inspired by websites that use AI:
"In today's fast-paced business environment..."
"We leverage cutting-edge technology to..."
"Our solutions are tailored to your unique needs"
"We are committed to excellence in all that we do"
Sign 3: AI Writing Tells. Human Writing Shows
Another way to tell if something was written by ChatGPT? It tells instead of showing.
LLMs are excellent at the surface-level stuff, but they're bad at showing things. For example, an AI writing tool might say, "We're dedicated to providing exceptional customer service."
That's great...but isn't every business dedicated to providing exceptional customer service?
Human writers know how to show what exceptional customer service looks and feels like.
That boring customer service statement becomes something meaningful, like this example from Blume.
Sign 4: There's No Point of View
One of the biggest tell-tale signs to look for when you're trying to spot AI writing is a lack of opinion.
Generative AI is like that annoying person who tries to be everyone's friend. They seem nice, they act like a peacemaker, but you never really know what they're about. So no matter what they say or do, you can't help feeling that it's empty.
There's a simple reason AI does this: it can't have opinions. Why? Because it doesn't think like a human.
Now, sometimes AI tools might seem like they're taking a stance or sharing an opinion. However, when you strip the statement down, it's basically generic.
For example, here's a small business value statement from ChatGPT:
"Small business is the backbone of the economy and the soul of the street. To shop small is to invest in a dream, a family, and the future of your own backyard."
Sounds nice, doesn't it? But what is it actually saying? Not much.
Why AI Content Lacks Value
AI avoids controversy all the time. AI-written content is trained to be diplomatic, whereas human content can shock, inspire, and change minds. Will everyone like you? Of course not.
But when you write with conviction and opinion, you attract the right people, instead of random ones; that's where business growth happens.
Sign 5: It's Missing YOU
AI-written content is optimised for SEO and reads like a cohesive narrative. But, does it sound like you? Probably not.
Copywriters like myself get to know who you are. We study your quirks, sense of humour, phrases you use, and turn that into a compelling narrative that reads like you wrote it.
AI-generated content often lacks personality because the technology doesn't have one. Tools like ChatGPT and Jasper can switch between formal and casual writing on request, but they still lack originality.
Example
Let's imagine a new small business startup that focuses on helping other small business owners with their accounts.
AI might say something like:
"I started this business because I wanted to help people with their accounting needs. With a passion for delivering affordable services, I'm here to make life simpler for you".
A human writer will use natural language and get to the heart of what makes you unique:
"After 10 years of slogging away on corporate accounts and saving millionaires money, I knew it was time for a change. So, I packed up my desk and founded X Accountancy. My mission? To keep your business going, empower you to take control of your finances, and say goodbye to self-assessment headaches. Oh, and I'll also save you some money too".
Human-written website copy connects. AI copy informs.
Other Signs That You're Reading AI-Generated Content
So, now I've covered the biggest signs of AI content, it's time to look at some others that frequently crop up. These include:
Em Dashes: I was once a huge fan of the em dash (this thing —). Unfortunately, AI also loves them. So, while I still use em dashes, I've had to reduce their frequency in my content.
Paragraph Phrasing: Most large language models use the classic rule of three when creating paragraphs. They'll use three adjectives, facts, or examples.
Flow: Humans don't speak to write in a uniform way, but AI tools do. The sentences are similar in length, and everything feels a bit stunted.
Certain Words: See these words coming up a lot in content? It's probably AI: Leverage, Delve, Dive, Pivotal, Harness, Navigate, Enhance, Unlock.
So What If My Website Reads Like It Was Written By AI?
Don't panic. And definitely don't delete everything and go back to square one. AI content is fixable, with the right approach.
Sometimes it's a case of taking the bones of your content and fleshing it out with a human perspective. Others, you might need a full rewrite.
But once you've nailed your website copy, I guarantee you'll see an uptake in leads and sales.
So, if you want your website to be unique to you instead of adaptable to anyone else, I'd love to help you. Please contact me today. I'll take a look at your website and recommend the next steps.
If your copy ticks one or two of these boxes, a few targeted rewrites might be all you need. If it ticks all five? It's time for a proper refresh.
