If I told you this article would help you strategically optimize stakeholder engagement and unlock unprecedented value by leveraging  a rich tapestry of content strategies, I would have rightfully lost you from the start. Audiences are more attuned to AI-generated content than many marketers seem to think. And if your audience is human, you should probably talk like one too. In the era of AI, clear and accessible communication has become a strategic advantage. Let’s talk about how you can bring more clarity to your content.

More than half of the internet’s content is already created by AI and some estimates predict that number will reach 90% by 2026. That’s days away!! With the volume of AI content skyrocketing, we’re also seeing an increase in people wanting to connect with other people. We’re craving what algorithms can’t manufacture: human connection and clarity. 

AI can be a great starting point — useful for brainstorming, organizing your thoughts, and kickstarting a first draft. But left unedited and unscrutinized, AI-generated writing is almost always generic. It’s great at generating words but not meaning. Clarity requires intention, and that only comes from humans. 

AI is learning from human writing, so it’s getting harder to spot. But here are a few quick tells to look out for to identify AI-generated content: 

  • Vague, filler language. AI loves broad statements and often repeats itself. If the writing uses a lot of words without actually saying anything, it’s probably AI.
  • Lack of personal insight. Unless prompted, chatbots don’t have lived experiences. Adding your point of view, examples, and real-world context goes a long way.
  • Odd or overly formal word choice. Sometimes AI picks words that sound impressive but feel slightly off in context. If it reads like someone who just discovered a thesaurus, it’s probably not a human. 

This is why clarity in all your writing— whether on your website, social media posts, or emails newsletters— is such an important differentiator. When your messages are clear to everyone, you’re building credibility and actually reaching and growing your audience.  

Here’s a few practical tips to make your communication more accessible and human: 

  • Avoid jargon. If you’re going to use industry-specific words, define them.
  • Keep it brief. Short sentences and everyday language make content easier to digest.
  • Make content scannable. Most people scan content rather than read it word-for-word. Using headers, bullets, and whitespace helps guide them. 
  • When in doubt, read it out. If you read your writing aloud, you can get the sense of if it flows naturally and is easy to comprehend. 
  • Provide context. Assume your audience may not be experts and give background when necessary.
  • Get feedback and adjust. Before going live with that social or blog post, have a coworker read it for tone and flow. Listen to their feedback and edit accordingly. 

At Abel, accessible communication is built into every stage of our work, particularly through our Accessibility Brand Audit. This audit evaluates your communications, design, and digital presence and identifies barriers. Our goal is to understand your audience and how we can make your messages and call-to-actions crystal clear for them. After all, your marketing and communications efforts are only as effective as they are accessible. 

Let’s look at a quick example. 

Civic Works, our long-time client, wanted to refresh their messaging and visual identity. Through interviews with their team and community members, we learned their messaging needed to be more inclusive and approachable. We audited their website, social media, and print materials, then rewrote their messaging in plain language and simplified the structure of their 10+ programs to make their services easier to understand. Visually, we refined their color palette for better contrast and ADA compliance and reworked their site architecture for clearer navigation.

This is exactly what our Accessibility Brand Audit does—identifies where messaging gets lost and replaces it with communication that’s clear, usable, and human. The internet is overflowing with content, so clarity is the simplest way to stand out. You don’t need to “unlock unprecedented value,” you just need people to understand you. 

Interested in making sure your brand is understood by all? Reach out to marbutus@abelcommunications.com to get started with an Accessibility Brand Audit.