AI written text that does not sound like AI

There is nothing wrong with writing with AI. We do it ourselves, every day, and we do not hide it. The problem is not the tool. The problem is what happens when nobody reads it back: the writing goes smooth, polite and completely empty.

Three tells that give the machine away

1. No names and no numbers

AI writes “many customers experience significant benefits”. A person writes “Kim Yong Wings got 141 reviews and a 4.8 rating in its first two years”. Numbers and names are the hardest things for a machine to fake, because it does not know them.

2. Balance about everything

The machine wants to show every side of every question and land on a polite conclusion. A person with experience tells you what works and what does not. A sentence like “Wix is sometimes the right answer and we say so” could never come out of automated marketing copy.

3. A rhythm that never breaks

Three sentences per paragraph, all the same length, every paragraph the same size. Real writing has an uneven rhythm. Sometimes a short sentence lands. Then a longer one that explains why it matters and what it actually means for the person reading it.

How we actually work

1. Gather the facts first. Numbers, names, prices, examples from your own business. This is the one part AI cannot do for you.
2. Let the machine draft from those facts, not from the topic in general.
3. Cut everything that could sit on any website in the world.
4. Add one opinion. What do you genuinely think, that somebody could disagree with?
5. Read it out loud. Wherever you stumble, the writing is wrong.

What about Google?

Google does not penalise you for using AI. It penalises content that helps nobody. An article that answers a real question with real information ranks, whoever wrote the first draft. An empty article does not rank, whoever wrote it.

The same holds in AI search. These systems cite sources that have something to say: numbers, names, examples and a named author.

Icelandic in particular

AI writes decent Icelandic today, but it does two things that always need fixing. It carries English rhythm straight over, which gives you sentences that are grammatically correct and sound nothing like the way people talk. And it reaches for vocabulary that is too formal, because formal text makes up a bigger share of what it has read in Icelandic.

A simple test: would you say this out loud to a customer over a cup of coffee? If not, write it again.

Frequently asked questions