I see lots of posts about “AI tells” or “how to make your AI-generated content appear human”.

Also seeing lots of writers/editors complaining about false accusations of AI use, especially by clients.

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My writing contains plenty of em dashes and other techniques AI also uses. Yet my readers (incl. clients) don’t ask whether I wrote it myself. They already know I did.

The edge was never fully in the strategy (or technique).

But while you spend all your energy on disguising the fact you took a shortcut, your competition is levelling up their thinking and writing.

They’re telling stories, so the content connects. And they put into words what readers could already sense, but not articulate. Whereas AI’s ‘insight’ is, well, artificial.

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I use AI to review my work, and sometimes for research. Another set of eyes can pick up issues — but I then resolve them myself, rather than get AI to rewrite.

Because AI doesn’t write or think for me. And I definitely don’t trust its judgement over my own.

The insights and writing should always be yours.