Read the homepage on ten random Danish B2B websites. There's a high chance that at least seven of them contain the phrase “in a world of constant change” or a variant of “we're passionate about creating value for our customers.” That's no coincidence. It's the statistically most likely way to complete that kind of sentence for a language model — and it's exactly the kind of text a language model produces when asked to “write some homepage copy for a professional company.”
The uniformity is technically unavoidable — if you use the tool lazily
Language models are trained to find the most likely, average answer. That's their strength for tasks like summarising and research. It's their biggest weakness when the task is to sound like something only your company could have written. When thousands of companies give the same unspecific prompt, they effectively get variations of the same text back. The result is an internet where content marketing has become an exercise in sounding professional rather than sounding like someone.
AI hasn't made bad content writing a problem. It's made visible how much bad content already existed — just faster and in far greater quantity.
Google has already taken a position
It's no longer just an aesthetic critique. Search engines' “helpful content” signals increasingly penalise text written to optimise for keywords rather than to help an actual reader — and machine-generated mass content without editorial work is the category hit hardest. The irony is thick: companies that used AI to save money on content end up becoming invisible in the very channel the content was meant to bring them traffic from.
AI isn't the problem
The controversial point here isn't “avoid AI.” That would be as naive as insisting on typewriters in 2026. The problem is use without editing — copying the first draft straight onto the website without adding a single concrete detail that applies only to your company. A language model doesn't know your customer's name, your latest delivery, the specific point your founder always repeats at sales meetings, or the photo from your latest event that actually captured the mood. Those are the details that separate content people remember from content people scroll past.
- →Use AI for structure, research and first drafts — save the hours on the blank page.
- →Never write the last 20% without a human who knows the company involved.
- →Replace generic stock and AI images with real photos of real people and products — it's in practice the cheapest differentiation tool available right now.
- →Test whether the text could stand on a competitor's website without any changes. If yes, it isn't finished.
We think the next five years will be about the opposite of automation: companies that insist on unique photos, concrete cases and a humanly edited language will stand out markedly more, precisely because the baseline level of “average content” has dropped so dramatically. That's also why we've started advising clients on how to use AI as a tool instead of a shortcut — because the difference between the two will become the most important competitive parameter on the web going forward.
Written by MediaMate
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