Let’s be honest.

You’re slammed with tickets, chasing down weird user issues, and trying not to lose your mind over Janet’s printer—again. So when someone suggests using AI to handle your marketing, it sounds like a miracle.

Here’s the problem: AI might be fast. But it’s not good. At least not when it comes to your marketing.

Not because the tools are broken—but because the second you publish that AI-generated blog or email, you’re telling prospects, “We’re just like every other MSP with copy-paste content and no real voice.”

And if your content sounds like ChatGPT wrote it? That’s probably because it did.

So how do you spot this creeping sameness before it turns your site and emails into white noise?

Start here. These are the top 10 signs your marketing’s gone full robot:

  1. It Says a Lot Without Saying Anything
    “Cybersecurity is important in today’s digital world.” Yeah? So is oxygen.
  2. It Reads Like a Company Memo from a Decade Ago
    Overly formal. Zero edge. No idea what it’s like to clean up a failed patch at 3 a.m. while talking a CEO off a ledge.
  3. It’s Obsessed with Lists
    Top 5 this. Top 10 that. AI can’t tell a story, so it falls back on bullet points. Humans connect with people—not checklists.
  4. Everything’s “Revolutionary”
    “Unlock your business potential!” Relax, HAL. It’s a spam filter, not a space launch.
  5. It Repeats Itself—Just Slightly Dumber
    Say “cybersecurity” once? Great. Say it 40 times and it starts to feel like a bad SEO experiment.
  6. It Explains the Obvious
    AI assumes your audience is clueless. If you’re writing to execs or engineers, that’s either insulting—or a dealbreaker.
  7. It Changes Its Voice Like It’s Trying on Clothes
    One paragraph’s formal, the next is chatty, then suddenly it’s pitching a timeshare. No consistency. No trust.
  8. It Thinks “Content” Is the Point
    AI churns out content. But content isn’t the goal—connection is. Authority is. Trust is. AI can’t deliver any of that.
  9. It’s Missing Real-World Scars
    No stories. No screwups. No moments where the server room melted down and you had to rebuild from scratch. Clients want someone who’s been in the fight—not someone regurgitating best practices.
  10. It Refuses to Take a Stand
    AI avoids opinions like they’re lawsuits. But leadership means putting a flag in the ground and saying, “This is what matters.” AI can’t do that. You can.

So What Should You Do?

Use AI to help? Sure. Speed up drafts? Absolutely.
But don’t let it write your voice.

Don’t hand over the parts of your business that show who you are, what you stand for, and why clients should trust you. Because once your content sounds like everyone else’s, you stop being a choice.

Show up. Say something that actually matters. Something only you could say.

Because if your marketing sounds like AI wrote it… it already lost.