Writing a LinkedIn post? In the age of ChatGPT, anyone can do it. That’s true: text processing is part of a generative AI tool’s daily business. But how quickly does uniqueness in tone vanish when everyone uses AI-generated texts? How can my voice remain distinguishable when AI is shaping my words?
Take a real-life example: The CEO of a mid-sized company attends a trade fair with his team. A small booth, workshops, networking – the usual program. The idea: use the event as a hook for a LinkedIn post. Photos of the CEO in action are already available. What’s missing are a few personal impressions. Actually, not a big deal.
Then comes the CEO’s feedback: “Just gather some information about the event online and let AI handle the rest.” What could go wrong? Quite a lot. In the worst case, visibility suffers because no one reads the post – general information about the trade fair can be found in newspapers and online coverage anyway.
Because of time and resource constraints, such situations are far from rare. A 2024 study by AI entrepreneur Originality.AI shows: around 54% of long-form LinkedIn posts are likely AI-generated. And if you scroll through the comments, a pattern quickly emerges: smooth, generic, interchangeable. Will ChatGPT soon be chatting with ChatGPT on LinkedIn? Hopefully not.
What AI Can Do – and What It (Still) Cannot
AI is powerful. Microsoft Copilot, for example, delivers phrasing suggestions within seconds, structures complex topics, drafts initial texts, and helps format, shorten, simplify, or optimize content. Especially in hectic work phases or during writer’s block, this is undeniably helpful.
Still: AI cannot replace a personal perspective. Nor can it replicate one’s individual word choice. The generated texts quickly start to sound the same – equally dull.
Because one thing is certain: AI (still) cannot do everything. It cannot recount personal impressions from a trade fair, tell anecdotes, or take a stance on current issues. It cannot formulate genuine lessons learned. Humor? Sarcasm? No chance. Tools like Gemini simulate emotions, but the result often feels soulless.
The limits are evident in wording too: the texts often feel generic. The same storytelling hooks, phrases, and formulations appear in an endless loop.
Typical AI clichés and stylistic patterns:
Pseudo-emotions: “It’s fascinating how …” or “Impressive …”
Pseudo-storytelling: “In today’s world, where …” or “That reminds me of …”
Overblown adjectives like incredible or groundbreaking
Set phrases: “Not only … but also,” “It’s essential,” “Play a role”
Chains of synonyms: efficient, effective, impactful
Excessive use of em dashes
Overuse of “can” and “people”
Commas before and
Especially with CEO posts, the temptation has always been strong to stay as inoffensive as possible – better too smooth than vulnerable. Now AI adds a new dimension: texts remain diplomatic and soft-focused but simultaneously manage to sound superficially “personal,” just without any real insight, opinion, or stance. CEO branding expert Marina Zayats puts it bluntly: “The result: a CEO who sounds like a business coach on Valium. Not offensive. But also not memorable.”
How Can People Stay Recognizable in Their Writing?
The starting point for authentic communication is substance. Personal stories, individual stances, and real experiences are elements that cannot be delegated – neither to a communications department nor to ChatGPT. While AI can support with style, structure, and polish, the core – the what – is inseparably tied to the person behind the post. According to LinkedIn data, posts that contain personal stories or tangible lessons achieve up to 40% more engagement than “milestone updates.”
The second step: creating closeness through a natural tone of voice. A relaxed, conversational style feels more genuine to readers. A guiding question might be: “How would I tell my team about the event?” Social media expert Felix Beilharz recommends the same: “Speak as you would in real life. No pretension, no unnecessary formalities, no AI mumbo-jumbo.” A practical approach: first record your thoughts as a voice note, then structure and lightly edit them into a written post.
And above all: allow imperfection. Perfection isn’t the goal – credibility is. Texts can have edges. Not every formulation must be polished; small stylistic roughness or an everyday tone can enhance authenticity.
Of course, craftsmanship still matters: AI tools can and should be used – if only for efficiency reasons. Through system prompts, for instance, you can set rules like avoiding filler words, flowery metaphors, or emojis. But AI use should always remain aligned with individual communication goals and tone.
And on the Content Level?
Formats that transport personality are key: content linked to everyday experiences, blending the professional with the personal, fosters connection and relatability. Practical recommendations – for podcasts, books, or articles – provide real value and cater to the demand for bite-sized knowledge.
If the industry or topic is overly technical or complex, metaphors can make it more accessible. Here too, ChatGPT and similar tools can help (try prompting: “Explain topic X to a 12-year-old”).
Snapshots, selfies, moments of situational humor: spontaneous pictures often feel more authentic than yet another staged handshake in front of a branded backdrop. People appreciate when message and messenger align; when they can see the person behind the post, they’re more likely to feel connected – and to trust.
For those comfortable in front of the camera, video posts can be an even better option than long text. Facial expressions, voice, and gestures convey emotion instantly. That’s why LinkedIn videos from executives often achieve significantly higher resonance than text alone (studies suggest up to 4× more impressions).
The Bottom Line
It’s like a chancellor’s first government declaration: if everything is too polished, sensitive issues elegantly sidestepped, and nothing to disagree with, then the decisive element is missing – memorability. What truly sticks when everything is correct but completely contourless?
The same holds true for LinkedIn posts. If a post offends no one, contradicts no one, but is also remembered by no one – what’s the point? That’s why today, more than ever, it’s crucial to show profile. Attitude, personal perspective, and individual language: these are the elements that bring texts to life. AI can assist – but it must not dictate the direction. In a time when content increasingly blends into sameness, personality is the strongest differentiator.
