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Are we entering the era of “AI voice” in corporate comms?
If you’ve thought that shareholder letters, news releases, and company conference calls are starting to sound the same, you’re not alone. A new study conducted by Barron’s found that usage of one particular sentence structure – “it’s not X, it’s Y” – has exploded in recent months, thanks to chatbots’ penchant for the phrasing.
In their review of AlphaSense’s library of company documents (think news releases, SEC filings, and earnings call transcripts) from 2022 to 2025, Barron’s saw an exponential increase in the “it’s not X, it’s Y” construct. Usage stayed steady across 2022 and 2023 (the phrase had 46 and 49 appearances, respectively) but doubled to 100 usages in 2024 – before doubling again to 208 in 2025.
When communications start sounding the same, brands and companies can risk losing their identities, blending in when they want to stand out. If you want to break through the noise with differentiated communications, Seven Letter Insight can help.
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