There are clear patterns: a fondness for dashes to squeeze in extra information and recurring phrase constructions to introduce lists or examples. It’s not that the content is wrong. It just feels like it could’ve been written by anyone. Or an AI app or agent.
That’s the reality of AI-generated content that is increasingly making its way into corporate blogs, press releases and social posts. Sometimes it’s obvious. Sometimes it’s subtle. Either way, if your aim is to truly connect with your preferred audience, one in a dozen content can make it harder to stand out, or to be authentic and conform to your brand.
Let’s be clear: that’s not an argument to stop using AI. In fact, tools like ChatGPT can be incredibly helpful in generating and shaping ideas, exploring structure or simply getting started. The key is to stay involved. Content only becomes meaningful when it reflects the unique voice, expertise and intent of the people behind it. Here’s how AI can support your writing process without taking it over.
3 ways to work with ChatGPT as a writing partner
Working with AI in your writing process doesn’t have to mean handing over control. See for example ChatGPT as a collaborative tool that supports your thinking, not replace it.
1. Shaping your ideas
At the start of the writing process, when you have a topic in mind or a rough direction, ChatGPT can help you explore different angles or sharpen your focus. It can reflect possible audience questions, suggest structures, or highlight elements you hadn’t considered yet. You provide the context and your goals, and the tool helps you explore the terrain more quickly and broadly.
2. Moving from idea to words
When you are ready to start writing, AI can be useful for turning notes into a draft, improving sentence flow, or adjusting the tone. It’s not about handing over your own tone, but testing what works, and speeding up the translation from idea to text. You remain the editor-in-chief, choosing what sounds right, what fits your voice, and what doesn’t fit.
3. Reviewing with fresh eyes
Even in the final, a second lens can be useful and AI can provide one. It won’t spot every nuance, but it can help you see whether your message comes across clearly, whether your structure holds, or if there’s something essential your audience might still miss. Use it to reflect, not to rewrite.
It’s your story
AI won’t replace your perspective, but use it to support you. It will help you work more efficiently and spark ideas. But it’s not a shortcut, it’s a research and writing tool that supports your own expertise, your voice and your goals. Whether you’re writing to inform, convince or connect, your audience isn’t just looking for a well-written paragraph. They’re looking for clarity, relevance and authenticity. And that still starts with you.
Disclaimer: Yes, ChatGPT helped. No, it didn’t write the whole thing. That’s still my job (thankfully).
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