How to Create Content that Doesn’t Give People the AI Ick

Summary

AI helps you draft in seconds, but differentiation takes human edits. This blog shares 4 tips to strip away “AI ick” and add the real details, metrics, and stories that keep your content engaging and compelling enough to read.

By Brittany Lieu, Marketing Consultant at Heinz Marketing

Ever scroll through your LinkedIn feed, open a newsletter, or skim a marketing email and catch yourself playing I Spy AI? You spot it immediately: a phrase that’s a little too stiff, a claim that sounds generic, a sentence trying just a bit too hard. Suddenly, reading feels like a game and not a fun one.

Of course, we all expect AI to be part of the process. It makes content development faster, more efficient, and often easier, especially when you’re tight on time and resources. But while AI can help churn out first drafts in seconds, it can also leave your readers with that unmistakable “AI ick.” 

So how do you get the efficiency benefits of AI without drowning in the noise of machine-generated content?

As Robert Rose explains, “That instinct — the human urge to pause, to refine, to leave space — is something no model can truly mimic.” 

Even when you don’t have time to step away from your desk, taking a few intentional moments to tweak your draft can make a world of difference. Below is a practical checklist to help your content feel real, relatable, and human without sacrificing AI efficiency. 

4 Practical Tips that are Anti-AI Ick

1. Replace generic adjectives with concrete details

AI loves phrases like “innovative solution” or “cutting-edge platform,” which sound polished but hollow. Instead, identify exactly what your product does and how it impacts the user. Ask yourself: “Can my audience picture this?”

• AI output: “Our innovative solution helps marketing teams optimize campaigns.”
• Humanized edit: “Our dashboard automatically identifies underperforming ads in under 60 seconds, letting marketing teams adjust campaigns before budgets are wasted.”

2. Quantify outcomes to make claims believable

Whenever you see a broad claim, attach a specific metric or timeframe. Numbers make content tangible and credible. Ask: “How much, how often, or how fast does this happen?”

• AI output: “Our tool improves team productivity.”
• Humanized edit: “Teams using our workflow saw a 25% increase in completed campaigns in just three months, while cutting reporting time by two hours per week.”

3. Add subtle human touches to break the monotony

AI drafts are “perfect” but lifeless. Insert small imperfections like pauses, asides, questions that make your content feel conversational. Look for places where your content feels too perfect or stiff and rewrite it like you’re talking to a colleague.

• AI output: “Our version control feature prevents data loss.”
• Humanized edit: “Ever lost a file minutes before a client call? We have too. Our version control keeps your work safe and stress-free.”

4. Use relatable anecdotes or scenarios

AI often explains benefits abstractly. Tie them to experiences your audience recognizes. Ask: “Who has faced this problem, and how did my solution help them?”

• AI output: “Our workflow saves time and increases efficiency.”
• Humanized edit: “One CMO told us she reclaimed three hours every week by automating dashboard reports, hours she now spends coaching her team instead of wrangling data.”

Final Thoughts

AI can help you draft content quickly, but it cannot make your writing memorable on its own. The difference is in the human edits adding real details, measurable results, tiny imperfections, and stories your audience recognizes. These small touches transform polished-but-flat text into content that connects, engages, and sticks in readers’ minds.

Remember, people don’t just read words. They read intent, personality, and understanding. Make your edits count, and your audience will notice the difference.

Curious about how we support our clients in achieving their marketing goals? Connect with one of our experts today!