Scroll through the social pages of five businesses in any industry. Notice anything?
The same hook in the first line: “Most people don’t know this…” The same three-point structure. The same glossy images with slightly too-perfect lighting. The same closing question: “What do you think? Comment below!”
It’s not a coincidence. They’re increasingly drafted by the same handful of AI models, trained on similar data, asked similar questions.
The convergence problem
When competitors used different agencies, different freelancers and different in-house writers, their marketing naturally looked different. Variety came for free.
Now a lot of businesses draw on the same few AI models. Ask the same tool for “an engaging post about our new product” and you’ll get variations of the same answer. Not identical, but recognisably the same family.
The result is a market where brands slowly blend together. Customers can’t tell who said what. And when customers can’t tell the difference, they decide on the only thing left: price.
What AI is designed to produce
AI models are, by design, very good at producing the most likely good answer. The answer most people would accept. The safe, central, reasonable option.
That’s perfect for writing an email or summarising a report. It’s terrible for building a brand, because a brand is, by definition, the opposite of the average. A brand is a deliberate choice to be unlike the others.
Taste: the skill that just became valuable
If anyone can generate 50 options in a minute, generating options is no longer a skill. Choosing is.
Taste is knowing:
- Which of the 50 options actually sounds like you.
- What to leave out, even when it’s good.
- When to break the format everyone else follows.
- When a sentence is technically fine but emotionally dead.
Taste comes from experience, from knowing your customers deeply, and from having a clear view of what your brand stands for and against. You can’t download it. You can only build it.
How to stay different while using AI
- Define your brand rules first. Words you always use, words you never use, opinions you hold. Give them to the AI every time.
- Start from your own material. Real photos, real customer stories, real numbers. AI can polish them; it shouldn’t invent them.
- Edit hard. Treat every AI draft as raw material. If it could have come from any competitor, rewrite it until it couldn’t.
- Be willing to be disliked. A brand that tries to please everyone ends up remembered by no one.
Where DMG fits
At DMG we use AI to produce options fast, and we spend our human time where it counts: choosing, cutting and shaping. We define each client’s brand voice and point of view first, so every AI-assisted piece still sounds unmistakably like them.
In a market where everyone has the same brain, the brand with taste wins.
Starting to sound like everyone else? Let’s find your voice again. Talk to DMG.
