“The writing is fine. It just doesn’t sound like me”, so you try another prompt, and then another, yet nothing changes.
AI can only amplify what’s already there – if you give it a topic, it’ll produce the statistical average of everything that’s been written about that topic, because that’s exactly what it’s designed to do. If you want something different, you have to give it something different.
That’s where your voice comes in. Your voice isn’t your vocabulary, or avoiding em dashes or banning phrases like “in today’s fast-paced world”. Your voice is your judgment. It’s the stories you choose to tell, the assumptions you challenge, the trade-offs you’ve seen firsthand. The advice you refuse to give because experience taught you it doesn’t work. And AI doesn’t have any of that – all it has is probability.
That’s why so much AI-assisted content feels interchangeable. Two companies can ask the same model to write about leadership, hiring or AI adoption, and receive different words expressing almost the same ideas. The writing isn’t necessarily wrong, but it’s simply built from the centre of the internet rather than the edge of your own experience.
The irony is that many teams respond by asking AI to “add personality”, but that’s backwards. Personality isn’t decoration you sprinkle on at the end – it’s what determines what gets written in the first place. It’s crucial to your content.
At Sigma Growth Specialists, we’ve found that the strongest AI-assisted content rarely starts with “write me an article” – instead, it starts with conversations.
What happened with a client last week?
What decision surprised us?
What advice do we consistently disagree with?
Those are the raw materials. AI helps organise them, tighten them, challenge weak arguments and speed up drafting, but it can’t invent lived experience or genuine conviction. That’s also why companies relying on AI alone are starting to sound increasingly alike. Recent analysis suggests nearly half of long-form LinkedIn posts are now fully AI-generated. As more organizations publish polished but indistinguishable content, being technically good is no longer enough to be memorable.
In fact, AI is making human perspective more valuable specifically because of this. When everyone has access to the same technology, your competitive advantage isn’t generating more, but having something worth saying.
Sigma Growth Specialists suggests to use AI as an editor, a challenger and a collaborator. Don’t ask it to invent your thinking. Bring your observations, your disagreements and your experience first, then let AI help you communicate them better. That’s the difference between content people skim and content they remember.
