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It’s not just one thing — it’s another thing
The phrase construction 'It’s not just this — it’s that' has surged in corporate communications, quadrupling in usage from 2023 to 2025, highlighting AI's influence on writing. Reports indicate a trend where companies use this structure, reflecting an epidemic of AI-generated text. This trend raises concerns about reliance on AI for communication, impacting authenticity and originality in corporate messaging.
Key points
- The sentence construction has increased in corporate communications from 50 to over 200 mentions between 2023 and 2025.
- The structure is often found in corporate news releases, earnings reports, and government filings, signaling a significant trend.
- Companies like Cisco and Accenture are examples of this phrase usage in their communications, demonstrating the trend.
- Generative AI tools are likely trained on this heavily used phrasal structure, showing how AI influences modern writing habits.
- The trend indicates a deeper reliance on AI in corporate messaging, impacting the way companies communicate.
Why it matters
- The rise of AI in writing has led to changes in corporate communication styles and norms.
- Historically, language and communication methods evolve with technological advances, similar to past trends with the internet and email.
- The emphasis on AI-driven abilities signals a shift in workforce dynamics and skills required for effective communication.
This trend of repetitive phrasing in corporate communications underlines the growing dependence on AI, which could dilute originality and personal touch in messaging, posing questions about the future of authentic corporate communication.