Article

What AI can’t write for you

01 · It has never been so easy to write, nor so hard to be read

Try it: ask an AI to write the “About us” page of a web agency. You will get a passionate team and a bespoke approach. Ask ten times and you will get the same agency ten times, quite possibly ours if we weren’t careful.

That text isn’t wrong, it is interchangeable, and the web is overflowing with it. According to the agency Graphite, articles written mainly by AI outnumbered those written by humans as early as November 2024. Merriam-Webster even made “slop” its word of the year for 2025, a name for this mass-produced matter.

02 · Machines have learned to sort, and they keep what was lived

This abundance does not turn into visibility. Graphite found that 86% of the articles appearing in Google and 82% of those cited by ChatGPT were written by humans. Google had signalled it as early as 2022, adding lived experience to its quality criteria, now E-E-A-T. The target is not AI, it is volume without value.

Value has also moved house. According to an Ahrefs study of 75,000 brands, what gets a brand into Google’s AI summaries is not chiefly the number of links to its site, but how often its name is cited elsewhere. Being found is no longer enough: you have to be the one the machine chooses to cite.

“Generic content, these new salespeople will summarise and move on. A real case, with figures, they will cite.”

James Brunetto, co-founder of Synqro

03 · What models lose first is precisely what makes a brand

In July 2024, a study published in Nature showed that models trained on text produced by other models eventually collapse. What disappears first are the edges: rare cases, singular turns of phrase, anything that strays from the average.

For a brand, the lesson is plain. One that sounds like the average dissolves into it: the AI summarises it, then moves on to the next. One that offers what no one else can write is the one that gets cited.

04 · Three things no model will write for you

Experience. A model can describe a redesign. It cannot tell the story of Morning’s, where new pages were built alongside the old ones so the switch could happen in a single day without breaking anything. That detail can’t be invented, and it is what people remember.

Proof. We have worked with Qobra for more than two years. The measured result: three times more leads, sixteen times more organic traffic. A model can invent a plausible testimonial, not a verifiable fact.

“A website is living material, and it has to evolve as fast as the product.”

Nathan Lhomme, co-founder of Synqro

A point of view. For Circul’R’s tenth anniversary, the identity had to present the circular economy as a strategic advantage rather than a constraint. Models converge on the most probable answer. A brand lives in the gap it chooses to own.

05 · Our rule: the machine for volume, the human for signature

We use AI every day, and we would be wrong to do without it. But more than 150 companies have taught us one simple rule: whatever carries a brand’s name must come from someone who knows what they are talking about, and a figure we cannot source, we do not publish.

Anyone can write now. Scarcity belongs to those who have something to tell.