How to spot AI-generated content

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.