Let’s face it: we’re swimming in a sea of sameness. Thanks to AI tools, the internet is now flooded with blog posts, thought leadership, LinkedIn rants and product pages that all sound… oddly familiar and easy to spot. 

It’s not that AI-generated content is bad, it’s just that it’s everywhere. And when everyone has access to the same tech, templates and tone, standing out becomes a whole new challenge for B2B marketers and comms teams.

The good news? Originality hasn’t gone out of style. If anything, it’s more valuable than ever. Here’s how to keep your content fresh, human, and impossible to ignore.

To err is human

Start with a point of view. AI is great at summarising trends, but it can’t draw from personal experience, speak to your customer base, or offer a genuinely bold opinion. That’s your job. Whether it’s a lesson you’ve learned, a gap in the market you’ve spotted, or just a strong view on where the industry’s headed, bring that to the table. People want insight, not spin.

Tell stories. Real ones. Even in B2B, stories are what make content memorable. Whether it’s something a client said on a call, a behind-the-scenes moment, or an anecdote from your team, those human touches are what resonate. Think less “benefits and features,” more “this is what it actually looks like in practice.”

Cut the clichés. Phrases like “disrupting the landscape” or “revolutionising the future of AI” have been done to death. They make your brand sound generic, even if your work isn’t. Keep it simple, sharp, and specific. A good test: read your copy out loud. If it sounds like something your competitors could’ve written, it’s probably time to tighten it up.

Add something original. You don’t need to reinvent the wheel every time (although this in itself sounds slightly AI-like), but even a small insight can go a long way. Share a stat from your own customer base, highlight a pattern you’re seeing before it hits the headlines, or say something that goes slightly against the grain. Fresh perspectives spark curiosity, and that’s what drives clicks, shares and conversations – because that’s what we’re all after!

The AI assistant

And yes, use AI, but don’t let it flatten your voice. AI can be brilliant for brainstorming, structuring or speed-editing, but your content still needs a human heartbeat. Think of AI as your assistant, not your author. Let it do the heavy lifting, but make sure the ideas, voice and flavour are unmistakably yours.

Because when push comes to shove, the real differentiator is you. Your tone. Your experience. Your opinion. Your weird way of explaining things that just happens to make sense(?). That’s what people connect with. 

So if you want to stand out in an AI world, stop sounding like everyone else. Sound like yourself.