AI tools have certainly changed the way we generate content. Blogs, emails, images, spreadsheets and presentations can be generated in a matter of moments.

However, if you’re generating this type of content and publishing straight from the AI generator (such as ChatGPT), there are some clear fingerprints that can give it away. With a few simple checks, you can make AI-generated drafts feel more human, natural, readable and importantly, on-brand. 

We’ve detailed some of the things to look out for when identifying AI-generated content 

Emoji overload 

AI LOVES emojis and can often be found using them far too often, even when it may not be appropriate to do so (think the word funeral followed by the skull emoji ☠️). A few emojis can, in fact, add some personality, but when every other sentence has a smiley face or a star, it reads very quickly as automated. 

Our advice would be to only use emojis where they genuinely add tone or meaning. Less is more!  

The classic opening 

ChatGPT, Gemini and many others tend to open with overly formal, generic phrases, such as: 

• “In the ever-changing landscape…” 
• “In the world of…” 
• “In todays fast-paced environment…” 

These first sentences often feel unnecessary and overly polished. Deleting or rewriting the first line can make the content feel more natural, conversational and human. 

Robotic headings 

AI often capitalises Every Word In A Heading, which looks unnatural for most blogs or social posts. Use sentence case instead; it’s far easier to read and feels more human. 

American vs British English 

AI often defaults to American spelling: color, organize, center being a few examples. For UK-based companies and individuals, this is a clear sign that AI has been used, and not checked, and can feel very ‘off-brand’ and false. Always convert to British English before publishing. 

The “ChatGPT em dash”

ChatGPT loves the long em dash “—”,  instead of a standard hyphen “-“. It’s subtile but it sticks out like a sore thumb if overused! A quick find and replace can fix this, and it is worth spending the time checking. 

So, what have we learnt? 

AI is a fantastic tool, and many people are utilising it more and more each day; however, AI should not be a replacement for your voice. 

If a draft feels too perfect, too structured or larger than life enthusiastic, it probably needs the human touch. The best content combines AI efficiency with your own personality, tone and natural flow. Thats when it truly connects with your audience. 

As we wrap up 2025, we’re feeling that familiar mix of pride and gratitude. It’s been another standout year for Resolution Design, one filled with brilliant collaborations, bold creative work, new faces, and some well-deserved celebrations within our team.

A year of projects we’re proud of

From brand transformations to full-scale website launches, 2025 kept our studio buzzing. We partnered with an incredible roster of clients, both returning and exciting new ones, who trusted us to elevate their brands, sharpen messaging, and build digital experiences that make an impact.

Each website we launched reflects thoughtful strategy, clean design, and the attention to detail we’re known for. Whether refreshing a long-standing brand or creating something entirely new, the work was bold, collaborative, and energising.

Some of our favourite website projects from the year include:

• Gaiger Homes 
• SaySomethingin 
• Sterling Private
• Hannaford Turner  

But we didn’t stop at websites. In 2025, we also created catalogues, brochures, social media strategies, marketing campaigns, new logos, and full client rebrands. We’ll be sharing more of this work throughout 2026!

Celebrating our own

This year, we celebrated two well-deserved promotions: Joel stepped into the Senior Web Developer role, and Becca was promoted to Account Manager. We also welcomed Emma to the team as Senior Digital Designer. With over 20 years of experience across digital and print, Emma is already making a big impact for our clients and our team.

Looking ahead to 2026

We’ve got an exciting pipeline of projects underway, new brands, new websites, and fresh creative challenges. Along with a change to the Resolution Design brand (watch this space!), 2026 is shaping up to be one of our most ambitious years yet. Thoughtful, innovative, and right at the heart of what we do best.

It’s going to be big, bright, and full of opportunity, and we’re ready. Make sure you’re following us on LinkedIn and Instagram to stay up to date with behind-the-scenes stories and our latest projects.

Why people still matter, even when algorithms are doing the heavy lifting. 

There’s no denying it: AI is reshaping the marketing world at an astonishing pace, from automated content creation to predictive analytics and hyper-personalised ad targeting. Artificial intelligence has become a powerhouse in the modern marketer’s toolkit. But as we embrace these tools, there’s a question we often ask ourselves here at Resolution: 

“If AI can do so much, where do humans fit in?” 

The short answer? Right at the heart of it. 

The power (and limitations) of AI 

AI can do a lot. It can analyse tons of data in seconds, optimise your campaigns while you sleep, and even generate content ideas based on trends and keywords. 

At Resolution, we use AI to help us streamline research and spot insights faster. But what AI lacks is intuition. It can’t understand personality, pick up on emotional cues, or craft a message that can truly resonate with your unique audience. AI doesn’t understand nuance the way that people do, and AI-generated content can be easy to spot and sound robotic. 

Marketing is still all about people 

At its core, marketing is a conversation. It’s about building trust, telling stories and making meaningful connections. That’s not something AI can fully replicate or understand. 

Your customers and clients are human, and as humans, we create authenticity. Customers want to know who you are, what you stand for, and, importantly, why they should care. That’s where the human element becomes truly irreplaceable. The tone of your message, the visual identity of your brand, and the overall experience you create. Those are all deeply human decisions that require human input. 

So, where does Resolution come in? 

We blend the best of both worlds, we use smart planning tools and AI-assisted strategies (where they make sense) to improve efficiency, deliver insights, and keep your campaigns nimble. Every strategy we craft, every website we design, and every brand identity we develop comes from real, meaningful conversations, experiences and a real, in-depth understanding of your business and audience. 

Strategy still needs vision 

AI can help with optimisation, but it cannot define direction. A marketing strategy isn’t just a series of automated actions, it’s a vision shaped by your goals, values and long-term aspirations. That kind of thinking doesn’t come from a machine. It comes from experienced marketers who know how to listen, challenge assumptions and find creative ways to make your message resonate. That’s what we do best! 

The emotional edge 

Consumers often make decisions driven by emotion rather than logic. While AI can analyse engagement metrics and user behaviours, it can’t tap into emotional intelligence. It’s not just about what you say, it’s how you say it. That’s where our creative team steps in to craft tone, style, visuals and messaging that feels right. Because connecting with people requires a human instinct. 

Embracing AI the smart way 

So, we’re not anti-AI. Far from it! We believe that AI can make us better marketers when used thoughtfully. It helps us spend less time on repetitive tasks and more time doing the work that actually moves the needle – building creative, strategic, and human-led marketing that drives results. 

Let’s create something that’s powered by tech but driven by people. 

Reach out to our friendly team to find out more!