How to write content that doesn't sound like AI: techniques to humanise your copy
Using AI to write is not the problem. Publishing the output unedited is. Content that 'sounds like AI' is recognisable from miles away — and neither Google nor your customers respond to it the same way as a text with genuine judgement, voice and perspective.
AI-generated content without editing has recognisable patterns: grandiose opening sentences, predictable structures, absence of real opinion and a uniformly neutral tone that never commits to anything. It is correct. It is boring. And it does not convert.
Why unedited AI content does not work
AI-sounding content has two fundamental problems. The first is perception: readers — especially B2B decision-makers — detect the lack of real perspective and associate it with a lack of expertise. If an agency publishes generic articles that could be from any agency in the world, it communicates exactly that: it has nothing original to say.
The second problem is SEO performance. Google does not penalise AI per se, but it does penalise low quality. Content that adds nothing new, has no original data, takes no position and does not address specific search intent is exactly the type of content that algorithm updates progressively filter out.
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View content marketing serviceThe patterns that give AI content away
Identifying unedited AI content is easy once you know what to look for. Opening phrases like 'in today's world' or 'in the digital age we live in'. Closings like 'in conclusion, we can affirm that'. Transitions like 'it is important to highlight' or 'it is worth mentioning'. Lists of five points where all carry equal weight and none offer genuine perspective.
Concrete techniques for humanising the output
The first technique is the simplest: add an opinion. Not a 'this depends on the case' — a real position. 'We believe most SMEs should not be on TikTok' is more useful and more memorable than 'TikTok can be a good option depending on your audience and sector'. Opinion differentiates, builds authority and is memorable.
The second technique is using your own data or real data with context. 'In our experience with local service clients in Spain, the average time to the first significant organic result is 4-6 months' is infinitely more valuable than 'SEO takes between 3 and 12 months to show results' — which is what any AI will generate.
The third technique is introducing non-standard structure. Instead of the classic 'introduction - 5 points - conclusion', start with a specific problem, develop the contrast between what people believe and what actually happens, and end with an actionable recommendation.
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Solicitar auditoría gratuitaThe role of the human editor in the AI process
The right way to use AI in content creation is as a first-draft generator, not an autonomous publisher. The human editor adds: the business-specific perspective, your own or verified data, brand voice, real examples and judgement about what is relevant to your specific audience.
Content that converts, not content that fills space
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