When AI is permeating the communication situation, focus your brand and your own communication on humans and humanity
Tim Necritz | nekritz@gmail.com
It is increasingly possible that the emails you are receiving (especially on sales pitch), the suggestions for projects you are reviewing, and the news articles you read were created in some way by artificial intelligence.
However, there is a silver lining in the black cloud of multiplied robotic content.
The more you concentrate your brand and your communication on humans and humanity, the more you stand out among the trends in AI.
A telecom company called Muck Rack has recently had eye-opening (and possibly flinching) statistics when communications experts realised that AI is becoming increasingly comfortable taking over key features.
In Muck Rack's “AI Status in PR 2025,” 9% of respondents “frequently” edited the output of text generated by AI for communication purposes, while 2% said “occasionally.” In the same 2024 survey, 5% said it was “occasionally” and no one said it was “frequently.” In other words, the percentage of people who said they were constantly editing AI copies has dropped from 95% to 89%.
The amount of editing has also decreased. People who say that most of the text has dropped from 61% to 51% in response to questions about how the strengths of communication are edited to AI-generated text. Those who edited only a few paragraphs have climbed from 30% to 37%. Some editing in the sentence increased from 9% to 12%.
Fake (human) news
Additionally, the Reuters Institute Digital News Report 2025 has discovered that AI bots and interfaces are emerging as consumed news sources.
However, news consumers are adopting this with the right salt, the report says. “Audiences in most countries remain skeptical about the use of AI in the news and are used to using cases where humans remain in the loop. (-18).
And yes, CHATGPT and other software have improved, but that doesn't mean that the results are still not spoiled by AI hallucinations. AI programs also tend to create more homogeneous, adjective violations, less vibrant copies to cite Shakespeare, which can be cited as “full of sound and anger, meaning nothing.”
In addition to the use of adjectives (often by three people), AI-generated copies are filled with repetitive phrases and ideas that fill the page than the relevant human stories tell.
It can also recognize M-Dash phrases that do not have space. Additionally, it is also possible to recognize subheads that use random bold text in title cases and especially key phrases in the breaking news. Emojis of these bullets too.
To be transparent, I used ChatGpt to break up huge documents to provide briefings and story outlines. However, I tend to do a fair amount of editing and cross-checking, and find incredibly simple errors in between. So, in a way, it saves time, but not.
The presenter of Muck Rack Webinar has expressed concern that editors will be seeing more and more AI-generated pitches that flood their inbox, making it harder to find real (and really good) stories. It leads to communicators losing their messages in a flood of bland content, and many companies appear to present content that appears to be more and more similar, falling into a creepy valley of highly inhuman stories, leading to finding brands that are less involved in social media.
We've seen brands that have explicitly abandoned their posts to AI, and as a result, we can copy unfunny marketing phrases that can also be applied to 100 competitors. (and EM dash, adjective mania, emoji, etc.)
Good news amidst the bad trend
But in all this bad news, there is a good thing if there is a jig when someone else zags.
When posting to social media for a company or brand, do you use images and videos that show why your brand, product, service, or offering is special and worth experiencing? Also, is it differentiated in some way from everything else in your feed? I certainly hope so.
If you are on sale and your pitch comes from the heart and showcase your unique personality and why what you offer is unique, you will break through the confusion over those with emojis in all the breaking news.
Or, if you're new to the business, find your footing and create an email, cover letter, or resume that shows why you're the perfect employment from a human perspective, and you'll become more prominent. “We don't want to realize the wrong way. Just as those who applied for a “position in our office” will end with a letter generated by “explicitly chatgpt”[Your name]. “I haven't made this up.
Furthermore, communication efforts focus on humans. First, second, always.
Focus on the people who work for you. It sounds very simple, but I always admire the bartenders who work today and the bars who post pictures of the food that day. Maybe I met that bartender and they were amazing. The food probably looks tasty (but most of it looks tasty to me).
This personalization shows you who you are and what you are offering, more than stock photos of random people you are in a typical drink or two random people laughing in a copy. Thousands of other facilities can say the same thing.
Focus on customers. If you want to show how happy you are with your customers, listen to their testimony, see them enjoying your experience, and otherwise meet the old adage that “show, don't tell.” AI says. It's really creative people showing it.
Think of the ancient Greek theory of persuasion: logo, appealing to logic. A spirit that appeals to reliability. And it appeals to pity and emotion. ChatGpt can't do all three, especially pity – all people who understand other people and brands.
What's more, AI can probably get who, what, where, when, and how it's reasonably correct, but it's not great to explain why. Why are you special? Why do you make people's lives better? Why do you do what you do?
Working at Suny Oswego, I am extremely fortunate because I connect with thousands of people who have thousands of stories and have more reasons to be part of the campus family. Students who have overcome excellent obstacles both inside and outside our classroom. The faculty can really change the world and what motivates them. A staff member going up to make the students successful because someone helped them once upon a time.
We all think in stories. We all enjoy the story. Whatever your business or work line is, tell the story in some way. To pass those stories, the software can write something meatless instead of going into the kitchen (in a phorically) incredibly charming and human cooking, so those bits of humanity are to surrender to mediocre.
There is a story for everyone who works for you and patronizes your business. Know them. Show them as the hero they are. They show their humanity and know that this is far superior to what machines can create on their fellow humans.
I'm not saying that the future is dark enough to fall into the rise of machines, but it's humanity that generally wins the day, like in movies about cyborgs and Terminators. Exaggeration aside, your humanity and willingness to help other people are the best your business and brand has to offer.
Note: This column incorporates the element “supporting AI use, stand out by its prominence,” published by the authors of the 2025 Sunycuad Conference held in Rochester in June this year.
Tim Necritz He is the director of news and media at SUNY Oswego, where he is at the forefront of telling the story of the campus community.
