A full 80% of marketers report that that they are using AI for content creation (HubSpot, 2026). This development has served to create a glut of undifferentiated, buzzword- laden articles, social media posts, and targeted emails filled with “tells” that–AI—was used.
I’m telling you that people notice the difference.
So, in this age when transparency, authenticity, and storytelling are touted, we are using machines to determine both what we say and to shape our “voice.” Dissonance, much?
Now, I am no luddite. At Ladder 17, we use AI / ML tools every day to support our work, most often for research, brainstorming, creating and managing workflows and playbooks, and completing repetitive writing tasks that would have been done manually in MS Word or PowerPoint.
Now, more than ever, we need humans to be creating new ideas and stories; to be pushing the boundaries of what has been said and done before. To inspire, to comfort, to connect. And this humanity will lead you and your brand to greater differentiation against your competitors.
By homing in on what your customers or community members truly care about, the things that they love, crave, and what keeps them up at night, you can match those needs with your own ideas.
Effective communication has never been about using your forum to shout at others, whether in the public square or on LinkedIn. Effective communication draws upon deeply held beliefs and common needs and wants. It can connect people one-to-one or in a common community. It can empower.
Looking to develop your own game plan to cut through the slop? Book some time with our team here and we’ll help get you in front of your potential customers.