The "Ick" of Artificially Generated Content & Why It Could Be Hurting Your Brand
- Erin Ratliff
- Apr 6
- 12 min read
Updated: May 16
“What’s the point if you make something that’s not you?”
Gloria Estefan
We’ve all experienced it by now—that subtle cringe when reading something that says all the “right” things… and yet somehow says nothing at all.
It’s clean. It's polished. It’s structured. It’s optimized.
And it’s completely flat and formulaic, and thus- relatively forgettable.
As AI-generated content is becoming more and more common, consumers are practicing the human art of discernment and responding (and rejecting) accordingly.
Words to describe AI writing and graphics: Flat, empty, basic, boring, vanilla, generic, mediocre, manufactured, uninspired, homogenized, hollow, choppy, commoditized, interchangeable, safe, conservative, average. Entirely devoid of soul.
Why Small Businesses Resort to AI
A few of the reasons small businesses are choosing AI content over human content.
Cost savings: Choosing the fastest, cheapest route to produce content—often prioritizing budget over quality, originality, or long-term brand value.
Laziness: Avoiding the effort of thinking, refining, and creating—outsourcing not just execution, but perspective and voice.
Skill gaps: Using shortcuts to compensate for missing skills (writing, design, strategy) instead of developing or investing in them.
Hard truth: NONE of this really justifies replacing human work and devaluing creative labor.
Discernment is the ability to perceive what is true, aligned, and worth your attention—beyond surface appearances or noise.
The future will not belong to the people who do things fastest or cheapest. It will belong to the people who do them best. And the market will always define what 'best' is.
The stats: 75% of PR professionals now use AI, and 74% of new web pages contain AI-generated content. This is the fast-track to sameness.
The Great Flattening
AI-generated writing often pulls from generic SEO content that already exists across the internet. AI is made to produce the statistical averages of language, not originality. As more companies use the same models
Messaging converges
Tone homogenizes: overly polished, generic
Brand voice disappears
Predictable patterns and sentence structure
Zero personality or point of view
The result: companies increasingly sound the same.
It reads like content designed to perform, not connect. And surprise - many people can actually notice and sense that. And it turns them off.
You don’t need an AI plagiarism detector to recognize artificial content. Most of the time, your brain and intuition already knows...
However, here are some clear and obvious signs:
1. Formula Over Flow
Numbered lists that feel templated
Identical sentence structures repeated throughout
2. “Not X, but Y” Writing
“This isn’t failure. It’s feedback.”
“This isn’t hard. It’s growth.”
3. Choppy, Dramatic Sentences
One-line paragraphs
Fragmented thoughts
Forced punchlines
4. Excessive Line Breaks
Designed for scrolling, but often overdone- to the point of distraction.
This is us NOT posting some horrible, bubble font, overstimulating AI flier advertising something we care about.
5. Uninspired, Vague
The formula:
Hook
Reframe
Generic insight
Predictable takeaway
It’s easy to read… but impossible to feel. It may sound ok at first glance—but lacks real true depth and personality, or concrete examples or evidence behind claims.
Want to stay top of mind to your audience/customer? Stay human.
6. Recycled Phrases
“But here’s the thing…”
“Let that sink in.”
“And honestly?”
"In this fast-paced world..."
Let’s be clear: AI isn’t the problem, but perhaps the people who use it mindlessly are. The "professionals" and "creatives" who
Accept the first draft without second thought
Remove themselves from the process entirely
Trade perspective for convenience
Don't invest in a prompt with detailed instructions or a point of view
Reminder: your audience doesn’t want to connect with “content” They want to connect with YOU
"They can steal your recipe but the sauce won't taste the same."
Your Values, Your Customer
Surely you’ve heard it before. The iron triangle of service: good, fast, cheap — pick two. You can never have all three, as the saying goes
Cheap + Fast = low quality
Good + Cheap = too slow
Fast + Good = expensive
For as long as there has been capitalism, there has been this battle of quality and exclusivity. Think of your spectrum of choices:
Artificial Christmas tree vs real cut Christmas tree
Linen vs polyester clothing
Generic vs brand-name pharmaceuticals
Store-bought vs homemade
Factory-produced vs hand-crafted
Prefabricated vs custom built homes
Suburban life vs urban life
City life vs rural living
One size fits all vs tailor-fit
Shortcut vs scenic route
Online dating vs IRL meet-cute
Competitive vs premium pricing
Digital vs analog hobbies
Affordable vs luxury hotels
Faux vs real deal
Corporate chain vs Boutiques
Knock-off vs designer fashion
Big box stores vs local business
Universal vs Personalized advice
Conventional vs organic produce
Artificial vs natural ingredients
Ordinary vs extraordinary
And now...
AI-voice vs human-voice writing
AI-generated vs human-designed graphics and imagery
Let's stop judging what we don't like, and start clarifying what we do like. There is room for all of it.
Your job as a consumer, and/or a maker, is to know yourself. What do you stand for? Figure out what you value, what you prefer, ans then put your resources and attention there. Ignore the rest. The market will ultimately decide what thrives and what dies, what stays and what goes.
AI- writing: No quirks. No edge. No convinction. No differentiation. Stop outsourcing your brands voice to a computer model trained on the average of everyone elses.
Accept the hard truth that AI may be hurting your business. Smart, savy consumers can spot AI content a mile away, and MANY dislike it. Decide what matters.
"AI will not take your writing job. Bosses who decide to use AI instead of humans will."
Mike Rosenberg
Why Human Content Resonates
AI can mimic structure but it cannot replicate real human perspective and voice. It cannot live your life.It cannot feel what you feel. It cannot take the risk of being wrong, bold, or original.
Human writing is:
Deep
Messy
Specific
Risky
Emotional
Unexpected
It carries grey areas, lived experience, and contradictions - just like humans themselves.
When everything sounds the same, distinctness, clarity and personality suddently become rare and special.The brands and creators who communicate with real-world specificity, opinion and proof will have the competitive advantage.
When your customer sees something from you that is artifically generated, get ready for their disappointment or disgust, and their skepiticsm. They'll inevitably ask themselves,“if you’ve cut corners here, where else are you doing it?"
Art should not be artificially manufactured. Art should be 100% human-made, heart-made, soul-made.
The Bigger Risk: Losing Your Voice
Reminder - you cannot outsource your copy or brand visual to a VA person, OR an AI machine, until you know your own brand voice and personality.
The more you outsource your thinking, the harder it becomes to recognize your own voice.
You start editing yourself to sound “better" or more refined, more clear or concise, however slowly you disappear from your own brand.
And while you may feel like you took a short-cut and saved hours of time or stress, your customer on the other end will be less likely to engage because it simply doesn't sound like you - the person they want to know.
Your voice is perhaps your greatest asset in business. Don't you want to make sure people can actually hear it?
“The most important trait of a writer is an authentic voice… Cherish your own voice. Don’t try to sound like anybody else.”
Anne Rice
Challenge for creatives who are becoming over-reliant on AI: take it out of your business, go back to the basics. Watch your confidence, intuition, and self trust return. Make sure AI is a tool, not a crutch. It can handle the edges of your work, not the core.
Authenticity Is the Currency of the Future
Friendly reminder to all the fellow content creators and digital marketers out there:
More and more people (i.e. your future customers and clients) will continue to leave social media as it becomes saturated with aggressive ads and AI "slop".
We’re already seeing it:
AI content = mass-produced, fast, fake, disposable
Human content = intentional, rare, high-value
In a world flooded with sameness, authenticity becomes the primary differentiator.
People don’t want perfect. They want REAL.
real thoughts
real experiences
real perspective
real emotions
They want something they can feel and relate to: imperfect, messy, beautiful.
AI cannot replace or replicate real human-told content!
Share your story
Show behind-the-scenes
Let things be a little flawed
How you build your business matters. Cutting corners on creativity can impact trust, perception, and long-term loyalty from your customers.
"It's simple: If you use AI in your advertising, I'm not your customer. If you have an AI flyer for your event, I'm not going. If you use AI for your book cover, I'm not reading it. If you use AI for your captions or design, I'm not following you."
"Spend more time writing or thinking without a net or a crutch. Resist the urge to feed it straight into a model afterward. Use AI with real intention: pick the specific tasks you must use it for and hold that line. The more deep thinking you can do on your own, the more you actually remain yourself."
Courtney Withrow
The Sacred Pause
Don't get into the bad habit of automatically using AI to answer quetions or solve problems. Before you act, ask yourself these questions:
Intent & Purpose
Do I need a graphic at all, or would simple text work better?
What is this graphic actually trying to communicate?
Is this adding more clarity… or just filling space?
Value & Originality
Am I creating something meaningful, or just something fast?
Does this truly reflect my voice, perspective, or brand?
Would this stand out—or blend into the sea of AI content?
Skill & Growth
Is this a moment where I could build my own skills instead?
Am I avoiding learning something because AI is easier?
What would I do if AI didn’t exist?
Ethics & Integrity
Would I feel comfortable telling my audience this was AI-generated?
Am I replacing work that a human (including myself) could do thoughtfully?
Does this align with how I want to show up and build trust?
Audience & Impact
Does my audience actually care about polished visuals—or authenticity?
Would something simpler feel more human and relatable?
Am I prioritizing connection or convenience?
Long-Term Strategy
Is this building a brand… or just producing content?
Will this help me convert, or just get attention?
What is this leading people toward?
Resource Check
Is this about saving time, money, or effort—and which one matters most right now?
Are there low-cost, non-AI tools I could use instead (like templates or basic design tools)?
Could I collaborate with or support another small creator instead?
Instead of: “How can I make this quickly?” Ask: “How can I communicate this message in the most ethical way?"
My boundaries: I will not be supporting any businesses that use generative AI to make "art" or graphics. If you don't care about my drinking water, I don't care about your livlihood either. If you refuse to acknowledge the reals risks and dangers of artifical intelligence, feel free to unfollow personally and professonally, because are values are not aligned.
Affirm: I'm a human marketer, and I am replacing AI. I have feelings, I have taste, I have a unique perspective and voice. All of this creates intrigue and magnetism that keeps people reading and coming back for more.
What if you can’t afford a plumber or carpenter? You figure it out. You prioritize. You would never short-change a skilled contractor or ask for free work from a professional. Graphic designers are no different.
Suggested Alternatives to AI
Remember, small businesses have operated for years before AI and still built successful brands. The reality is that AI isn’t a necessity—it’s a relatively recent convenience and you can operate without it. Having constraints and limited resources is actually the foundation of creativity!
1. DIY
Learn simple design tools like Canva
Create simple, clean designs and graphics
Focus on clarity over complexity
A basic design with personality > a polished AI graphic with no soul
2. Go Old School
Plain text posts
Screenshots of phone notes
Handwritten or hand-drawn signs
Minimal visuals with strong messaging
Google Doc, Word Doc, Clipart, Microsoft Paint
Hard truth: You can't claim to "support small business" AND then outsource design, photography, and copywriting to AI.
3. Collaborate with Creatives
Whenever possible, try to support real people doing real creative work.When you invest in other small businesses, you strengthen the overall community and become a part of a creative ecosystem.
Hire freelancers for small, specific projects
Trade services if budget is tight
Support emerging designers or students
Keep money circulating within the small business ecosystem
4. Build a Recognizable Style Over Time
Consistent fonts, colors, tone
Repetition builds brand recognition more than “good design”
5. Invest Where It Matters Most
If budget is limited:
Prioritize logo OR website OR messaging (not everything at once)
Build in phases instead of replacing everything with AI
The internet doesn't need more jumbled words thrown together. It needs YOUR unique perspective, magick, and energy.
Information is easy to get, wisdom is rare.
Can't afford to hire a graphic designer? Become one yourself.
"I'd much rather see your worst attempt at graphic design than ChatGPT’s best"
AI overuse is destroying critical thinking. As often as possible, try to remember how you would have solved a problem 5 years ago.
Get the Data
Want to prove it to yourself, or someone else how AI content performs in comparison to traditional content? Use A/B testing by posting two versions of similar content—one AI-generated and one human-created—while keeping everything else (timing, topic, format) as consistent as possible. Then compare performance metrics like engagement (likes, comments, shares), saves, click-throughs, and conversions.
If the human-made content consistently drives deeper interaction or stronger results, it’s a clear signal that the audience resonates more with authenticity, nuance, and personal voice than with AI-generated material.
Do you want to actually be remembered, or just present? Do you want to be a leading voice, or a repeated echo?
Quality and authenticity always show through. The truth always speaks for itself. The cream will always rise to the top.
Why To Hire Humans
Hire humans, not because they can simply produce copy, content, or graphics. Hire them because they are knowledge workers, problem solvers, thought leaders, storytellers, specialists and strategists that connect the dots others can't see.
Hire them for....
their unique perspectives.
the way they see the world, and for their enduring fascination with the people in it.
their ability to create connection and nurture trust.
the ideas they come up with that you never even thought to ask for.
their stories that enable all of us to learn, to find meaning, to share and make decisions every single day.
I am committed to little to no AI use for writing or design. I am commited to maintaining my talent, taste, class, integrity, and morals.
My AI policy: I do not deliver AI-generated creative and do not accept AI-generated feedback on my work. I believe in people over profit, that the earth deserves to thrive, and that human writers, artists, and designers deserve support and recognition. While AI may be used occasionally, mindfully, and ethically as a tool to support efficiency of complex projects, I am commited to a human-first approach and strive to work with clients with similarly aligned values.
Final Thought
The bottom line: You don’t need AI to build a brand. You need clarity, consistency, confidence, and community.
Use AI if you absolutely must, but use it wisely. It should support your voice—not replace it.
Because the moment your content stops sounding like you, it stops working. And when your content stops working, so does your business.
Let's remember what it means to be a small business owner: You teach yourself to do things. You learn until you slowly start to get better, or you eventually make enough money to outsource to a professional.
If you’re ready to create content that actually sounds like you—clear, compelling, and deeply human— Hire me. I create copy and content that connects, converts, and stands out in the sea of sameness.
"I know I’m far from being alone in regards to these feelings and thoughts when seeing AI art. AI art for your event flyers, websites, blog articles, businesses, and book covers aren’t attracting people like you think it is.
A lot of people see AI art and it makes them suspicious because weassume:
This person doesn’t care about their work or its quality
This person is using AI for the content of their work and doesn’t have their own original ideas to contribute. Why would I waste my time reading it if they didn’t put time into creating it?
This person is disconnected from the reality of their life and needs AI images to create a delusional fantasy of how the think their life or work is and looks, and others are less likely to take you seriously (particularly in the context of the occult community)
Instead of sticking out, it just blends and blurs into the sea of other people using AI slop in the same way
This person doesn’t care about supporting artists in our community or care about whether they’re actively harming artists or all of the ethical complications with how AI is trained and what using AI supports and harms
This is a scam
This person is more concerned about generating content for the sake of content than the actual content itself
I’m personally more likely to purchase a book with a blank cover and a simple font than one with AI art.
I’m more likey to read your blog post if I don’t see AI art accompanying it for the same reason as the book cover.
I’m more likely to attend an event with no images and a simple font on the flyer than one with AI art.
I’m more likely to shop on an online site if I don’t see AI, as I’m less likely to think its a scam.
Some people won’t care that you use it. A few people will even like it. But you’re alienating and turning off a lot more people when you do use it. This post isn’t directed at anyone specific. It’s everywhere."
Erin Ratliff is a holistic business coach and consultant specializing in organic growth + visibility for heart-led, energy-sensitive soul-preneurs in pursuit of personal and planetary healing.
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