Reclaiming the Art of Writing in a Sea of Standardization

Two years of AI chatbots have transformed corporate communication in two distinct ways: most professionals use AI incorrectly, and the world is drowning in lifeless, generic text. While AI excels at analyzing and structuring data, its potential to unlock human creativity is often overlooked. Instead of freeing communicators to craft messages with soul and strategy, AI often contributes to a deluge of uninspired content across social media and marketing platforms.

AI-generated text is typically correct but lacks a personal voice or the unpredictability that distinguishes excellent writing. This phenomenon has led to an explosion of forgettable, standard communication. Fortunately, there are success stories - such as Sydbank’s bold decision to eliminate 300 standardized letters for being unintelligible to recipients. Their example proves that clarity and accessibility in language matter, even in traditionally formal sectors.

The antidote to robotic text lies in an intentional focus on clarity and tone. As a communications leader, I once printed corporate texts and anonymized competitors' messages, displaying them for public critique. The exercise sharpened organizational awareness, underscoring the need for texts to reflect a company’s culture and identity, not just information.

From a branding perspective, great writing is more than an art - it’s a strategic necessity. Businesses must ask themselves two critical questions: Are we communicating clearly? Do we write with a distinctive voice that embodies our brand? AI can assist in tidying up content, but crafting messages with personality, emotion, and resonance requires human effort.

Ultimately, great writing starts with strategic commitment. It demands a deliberate implementation of tone and voice across all communication channels, transforming words into a reflection of a company’s values and vision. In a world overwhelmed by empty words, the most enduring impressions are still made by language that feels alive - crafted not by machines, but by humans.