The Rise of AI Copywriting: How to Tell if Content is AI-Generated

1. Repetition

One of the first things you may notice in AI-generated text is the repetition of phrases or ideas. How many times have you been reading a paragraph only for that paragraph to be just the same thing repeated over and over in different ways? While human writers can sometimes fall victim to unnecessary paragraph padding, AI tools don’t have the same awareness. They are much more likely to use repetitive information, phrases, and words, and they rarely recognise when to make points more concise or relevant.

2. Explanations Without Details

As well as repeated information, another common trait of AI-generated content is vague explanations that lack depth. AI tools often write descriptions that sound sophisticated but offer little substance. Their use of filler words may make the content appear well-written or complex, but in reality, it’s often just a string of big words with no real value. If the content is lacking key details like solid examples, relevant anecdotes, or supporting arguments, it was probably written by an AI. 

• AI-generated: These premium headphones feature a sleek design made from strong plastic for durability. With superior sound quality, they deliver crisp, clear audio. Available in three stylish colours—black, white, and space grey—these headphones offer both performance and design to enhance your listening experience.
• Human-written: Enjoy your favourite artists, podcasts, and audiobooks in a whole new way with our range of headphones. Made from 100% recycled plastic, and featuring superior sound quality, these durable headphones are ideal companions for morning runs, evening easy listening, and afternoons relaxing at home. 

3. "AI" Buzzwords

One of the most common giveaways that something is AI-generated is the excessive use of "AI" buzzwords. These phrases are often peppered throughout AI-generated content in a way that feels a little unnatural. While they might be used in human writing sparingly, AI tools, such as ChatGPT, tend to overuse them in very specific ways. Phrases like "crucial," "delve," and "additionally" appear frequently in AI-generated texts, and once you’re familiar with them, they tend to stand out like a sore thumb. Other phrases, such as "by learning" or "in today’s [adjective] world of," are also common for AI to use. 

• AI-generated: "In today's fast-paced digital landscape, it is crucial to leverage innovative strategies to propel your business forward."
• Human-written: "If you want to grow your business online, you need fresh marketing strategies that actually work."

4. Lack of Personal Anecdotes

One of the best parts of human-written content is the personal anecdotes. Tips, tricks, and memories based on personal experience help make our writing feel more relatable. Because AI tools aren’t human, content written by them lack those personal additions. Instead, you’ll be given a list of facts. Which can be helpful if you’re planning a trip somewhere but isn’t convincing if you’re trying to sound less robotic. 

• AI-generated: Visiting Fushimi Inari Shrine in Kyoto is a serene experience, walking through thousands of vibrant red torii gates leading up Mount Inari. The peaceful, wooded paths offer breathtaking views and a spiritual atmosphere. The shrine, dedicated to the Shinto god of rice, is an unforgettable blend of culture and nature.
• Human-written: Fushimi Inari shrine is one of the best spots to visit when you’re in Kyoto. There’s loads to see in the area but the best part is the walk up the mountain through the pathways of red torii gates. Last time I was there, we found some really pretty shrines off the beaten path and it felt like entering a different world. Visit early though as it gets really busy during the afternoon.

5. Tone of Voice

Having a lack of personal anecdotes goes hand in hand with tone of voice. Having a good TOV is a huge part of brand identity and unfortunately, the unique nuances of human TOV escapes most AI models, especially when it comes to more informal language. Tools like ChatGPT have a very formal tone that lacks the ability to use slang, colloquialisms, or informal expressions. Even when an AI model is trained to match a brand's TOV, they still struggle to shake that formality and monotonous writing style.

AI-written:

Human-written:

6. Inaccurate or Incorrect Information

Inaccuracy is one of AI’s giveaway issues. Many AI models, including ChatGPT, rely on existing content from the internet, including forums, and informal sources such as Reddit, which can lead to the circulation of false or unverified information. Unfortunately, this can find its way into the content that gets generated. Even ChatGPT has a disclaimer saying it can make mistakes. If a piece of content can be easily disproven with a quick search, it’s likely it was written by an AI.

7. American Spelling

A more subtle giveaway, but still important to note, is the use of American spelling in AI-generated content. AI tools tend to favour American English, so if you notice frequent use of "z" instead of "s" or words like "color" instead of "colour," that’s a sign the content may not be human-written, especially if you're UK-based, like us. If in doubt, convert your document to UK English and use a spell checker to confirm.

Knowing what to look for in a piece of copy can help you spot AI-generated content from a mile away. But while the SERPs’ algorithms are becoming better at spotting AI content and penalising those using it to try to manipulate search results, AI content as a whole isn’t necessarily bad. It can help to craft technical topics into more readable content, help with your structure, and can be a useful accessibility tool. 

You can always use an AI-detection tool to help spot whether a piece of content was written by our robotic co-workers. However, it’s becoming more common for these tools to flag human-written content as AI-created. So take what they say with a pinch of salt.

AI-generated content is improving fast, but it still lacks the depth, personality, and nuance of human writing. If you’re relying on AI, make sure to edit, fact-check, and add a human touch before publishing. And if you need expertly written, human-first content, contact our team today.