AI is changing the way we work, create, and connect. But let’s be real—not all AI content is created equally. In the scramble to adopt the latest tools, a lot of brands are churning out copy that feels hollow, robotic, and painfully off‑brand.

The result? A flood of content that all sounds the same and doesn’t move anyone. Kind of like the AI‑generated headshot in this post… the one that gave me a weird white spot on my forehead, a third arm, and possibly an extra finger or two. Let’s just say not every AI output is ready for prime time.

So what exactly does “bad AI” look like in copywriting—and how can you make sure it never sneaks into your brand voice? Let’s dig in.

What is “Bad AI?”

“Bad AI” isn’t about the technology itself—it’s about how we use (or misuse) it. It’s generic and it leans on clichés, filler phrases, and broad statements. It misses the brief. Instead of solving a specific challenge, it produces content that could belong to any brand in any industry. It lacks humanity and is a fast way to lose your audience.

How Bad AI Hurts Your Brand

When you let AI run wild without guidance, your copy quickly begins to lose what makes it uniquely yours. Your tone and style, the very elements that set your brand apart, get flattened into something generic and forgettable. Over time, this erodes trust. Audiences can sense when something feels off, and soulless writing makes it obvious that you’re phoning it in. And when your words don’t resonate, engagement plummets. Copy that fails to connect simply doesn’t convert.

Why It’s Everywhere Right Now

AI makes it incredibly easy to churn out more content at a rapid pace, but speed without strategy comes at a cost. You end up with overloaded content calendars filled with pieces that lack a clear message. Much of it starts to sound suspiciously like your competitors, blending your brand into the noise instead of setting it apart. And because the drafts arrive so quickly, there’s a strong temptation to skip the editing process altogether since AI already wrote it. That’s where quality starts to slip.

How to Spot and Stop Bad AI

• Always layer in human oversight. AI can generate a draft, but it’s your creativity that turns it into something worth reading.
• Give AI a strong brief. Treat it like a junior writer who has no subject matter expertise. Be clear on audience, tone, and purpose.
• Edit like your brand depends on it because it does. Polish, tweak, and infuse personality. That’s how you stand out.

The Bottom Line

AI is a powerful tool, but it’s just that: a tool. Great copy still demands empathy, nuance, and storytelling. When you pair AI’s efficiency with human creativity, you get the best of both worlds. Ignore that balance, and you end up with content that’s as forgettable as yesterday’s trending hashtag.

Don’t settle for bad AI. Use it wisely, guide it with strategy, and never let it replace the one thing machines can’t replicate—your unique voice. And a good headshot taken by a reputable photographer, but I digress…