Does your brand sound like a machine?

Scroll long enough and it starts to blur. You notice the tone first. Friendly, helpful, a bit witty. Then the structure. Headline, emoji, promise, CTA. Different logos, same rhythm. It’s not bad. It’s just eerily… familiar.

We’ve taught the machine to sound like us. And now we’re all starting to sound like the machine.

In the race to produce more content, faster, we’ve industrialised emotion. Personalisation is now a formula. Empathy comes prepackaged. Even surprise has been A/B tested. And while AI delivers scale, speed and efficiency, it also risks sanding off the edges, the quirks, the friction, the human fingerprints that make something truly resonate.

The result? Mass-produced magic. It looks right. Reads right. Performs decently. But it doesn’t stick. And that’s a problem — not because the tech is flawed, but because connection isn’t a volume game.

Brand loyalty doesn’t come from saying the right thing. It comes from being the one that feels different. And different doesn’t come from a prompt alone.

This isn’t a call to unplug. Quite the opposite. The real opportunity isn’t choosing between AI and creativity, but combining them. Let the machine do what it does best: spot patterns, save time, surface insights. And let people do what we do best: break patterns, take risks, tell stories that matter.

Because magic only works when it feels rare.