AI copy that does not read like AI

The problem with machine written copy is not that it is bad. It is grammatically better than most hand written corporate text. The problem is that a reader senses within two seconds that nobody stands behind the sentence.

There are specific reasons for that, and all of them are fixable.

Why it reads that way

It defends both sides. Machine copy is cautious by default. It states the benefit, then adds that of course every situation is different. That is not a position, it is the avoidance of a decision. Someone who wants to buy needs a position.

Nothing is checkable. Many adjectives, few numbers, few names, few consequences. If you strip the adjectives from a sentence and nothing is left, that sentence said nothing.

The rhythm is too even. Sentences of the same length in the same shape. Human writing is uneven. Sometimes one word. That is not decoration, it is how you direct attention.

It introduces before it says anything. The first paragraph explains that the topic is important. The reader already knows, or they would not have clicked.

The editing pass that works

Four steps, in this order.

1. Delete the first paragraph. It is usually a run up. The second paragraph is normally a better opening.
2. Underline every claim that can be checked. If there are fewer than three, the text is not content yet. Add specifics: what to open, what to look at, what happens next.
3. Cut the two sided sentences. If a sentence ends with "but this varies by company", either say what it depends on or leave it out.
4. Read it aloud. Wherever you stumble, that sentence is not written in your voice. Rewrite that one and leave the rest.

Where AI genuinely helps

Outlines, variations, structure and preparing a translation. The last ten percent is what makes the text yours, and you still have to write that part.

The difference between raw machine copy and edited machine copy is not style. Nobody believes one of them. People reply to the other.