The big, white robot in the room

Ever get that feeling when someone sends you something and you’re 100% sure it’s been written (badly) by AI?

It’s become this weird 21st-century etiquette thing. Should you mention it? How rude is it to say ‘Um, did AI write this?’ when maybe they actually do speak like that? There’s a kind of big white robot in the room vibe to the whole thing.

Recently, a guy came along to one of my training sessions. He was enthused about the tours he was operating, really engaged, loads of good ideas. His first language wasn’t English, but that didn’t stop him contributing to the discussions. In short, he sparkled. 

A few days later, he sent me a draft of some copy he’d written. Something he wanted to send to customers.

And it was clearly AI-generated.

He’d clearly loved being in the sessions, soaked it all up, but then I think he’d gone home and had a wee wobble. You know the one. That voice in your head that says ‘but what if I get it wrong?’

Why travel owners use AI for copywriting

Look, I get it. There are all sorts of reasons why you might be using AI to generate your copy:

Time. We’re all pushed for time. And you, you’ve got properties to maintain, guests to look after, tours to run. Sitting down to write feels like a luxury you can’t afford.

Confidence. This is a biggie. Maybe you’re worried your writing isn’t good enough. Maybe English isn’t your first language and you’re anxious about making mistakes.

Not wanting to stand out. Ironically, even though standing out is exactly what you need to do, there’s something safe about sounding like everyone else.

Exhaustion. Sometimes you’re just tired and you want something (anything!) up on your website. Posting something is better than posting nothing. Isn’t it? 

All perfectly valid reasons. 

The problem: AI flattens your voice

When I heard that you could train AI to sound like you I was intrigued. I’m as keen to save time as the next person, so I gave it a good go: feeding copy into the chat, tweaking, sending it back etc. 

Here’s what I learned: when it comes to voice, AI is dangerous.

AI flattens your voice. If you’re not careful, it’ll take your interesting quirks, your rhythm, your personality, and smooth them into something instantly forgettable. Making you sound just like everybody else. 

And ‘everybody else’ is now a LOT of people, because they’re all using AI to pump out their content too.

Which is exactly what you’re trying to avoid.

Can you train AI to write in your voice?

I’ve tried it extensively. I’ve fed it my writing samples. I’ve given it detailed instructions. I’ve experimented with different prompts and approaches.

It doesn’t work.

Even when you give AI everything it supposedly needs, you still end up with something that sounds… AI-ish. You still have to edit out:

• Corporate buzzwords you’d never use (‘leverage,’ ‘optimise,’ ‘seamless experience’)
• Weird vague phrases that mean nothing (‘elevate your journey,’ ‘curated moments’)
• Repetitive sentence structures (everything starts the same way)
• Loss of your natural rhythm (AI doesn’t understand pacing the way you do)
• Removal of your specific, personal details (AI generalises everything)

By the time you’ve edited an AI draft to sound like you, you might as well have written it yourself.

An example based on recent client work

Here’s the kind of things I see with clients all the time (I’ve changed the details so you can’t identify them). 

AI-generated version: ‘Welcome to our premier tour experience company, where we pride ourselves on delivering exceptional journeys through Scotland’s most iconic landscapes. With over two decades of industry expertise, our dedicated team of professionals ensures every guest receives unparalleled service and creates unforgettable memories. We specialise in bespoke experiences tailored to your unique preferences, combining authentic cultural immersion with world-class hospitality.’

Their actual voice (how they sound in conversation): ‘My dad started doing these tours in 1998 because he was sick of watching visitors miss the good bits. Now it’s me running the show, and I’m still obsessed with it. Fair warning: I talk a lot, I know everyone, and yes, I will absolutely drag you to my favourite chip shop whether you like it or not.’

See the difference? The AI version could be anyone, anywhere. The real version is a human you can imagine yourself spending a day with. 

How to use AI for copywriting

Of course, I’m not going to tell you never to use AI. That’s unrealistic ( I’d also be a hypocrite because I use it myself for certain things). 

But if you’re going to use it, here’s the approach that actually works:

Step 1: Write your draft first

Get your ideas down in your own words. Even if it’s messy. Even if the grammar’s all over the place. Even if you’re not sure it’s any good.

This is YOUR voice on the page. This is the raw material you’re working with.

Step 2: Strategically use AI

If you want to use AI at this point, use it for:

• Grammar checking
• Restructuring for clarity
• Suggesting alternatives for words you’ve overused

Give it explicit instructions: ‘Preserve my voice. Keep my casual tone. Keep my unique phrases. Do NOT make this sound corporate.’

Step 3: edit carefully

This is the crucial bit. You MUST edit what AI gives you back.

Read it aloud. If it doesn’t sound like you, put your personality back in. Delete the AI-isms. Add back your quirks.

Your voice is your competitive advantage. Don’t hand it over to a robot.

AI red flags: how to spot bot content

When you’re reading through AI-generated (or AI-edited) copy, watch for these telltale signs:

Overused corporate phrases:

• ‘Elevate your experience’
• ‘Seamless journey’
• ‘Unparalleled service’
• ‘Curated selection’
• ‘Premier destination’

Vague, meaningless language:

• ‘Create unforgettable memories’
• ‘Discover hidden gems’
• ‘Embark on a journey’
• ‘Experience authentic moments’

Repetitive sentence structure:

• Every sentence starts with the same pattern
• Everything is the same length
• No variation in rhythm or pacing

Lack of specifics:

• No personal details
• No real stories
• No actual names or places
• Everything stays generic

If you’re ticking more than two of these boxes, AI has flattened your voice.

Why your voice matters in travel and tourism 

In the travel industry, voice matters more than almost anywhere else.

Why? Because people aren’t just booking a bed or a tour. They’re booking YOU. They’re choosing to spend their precious holiday time with you, in your space, listening to your stories.

Before they ever meet you, they’re asking themselves: ‘Are these my kind of people? Will I enjoy their company? Can I trust them?’

Your voice answers all of those questions.

A generic, AI-generated About page tells them nothing except that you sound like everyone else. It doesn’t build trust. It doesn’t create connection. It doesn’t make them choose YOU over the listing above or below yours.

But your voice, with all its quirks and enthusiasm and specific stories, that’s what makes someone think ‘Yes, these are definitely my people.’

How to write great copy in your voice

If you’re short on time: Record yourself talking about your business for 5 minutes, get it transcribed, then lightly edit it. This will be better than any AI-generated copy, and it’ll take less time than trying to train AI and then fix what it gives you.

If English isn’t your first language:  Your small grammatical quirks make you sound authentic and real. Don’t let AI smooth out what makes you interesting. Use AI for spelling if you must, but keep your voice.

If you’re worried about sounding professional: ‘Professional’ doesn’t mean boring. It doesn’t mean corporate. You can be warm, funny, and authentic while still being professional. In fact, that’s MORE professional than sounding like a robot.

If you’re just tired: Take a break. Write it tomorrow. Or record it (recording is faster than writing). But don’t let AI steal your voice just because you’re knackered.

Your voice vs AI: my final words

AI is a tool. It can be useful for certain things. But it cannot, and should not, replace your voice.

Your voice is the thing that makes people choose you. It’s your competitive advantage in a crowded market. It’s what builds trust before you ever meet.

Don’t give that away to a robot.

Want to develop your own writing voice?

This is part of a series on voice in copywriting for travel professionals:

• How to find your copywriting voice: a guide for travel business owners
•  Why brand consistency matters for travel businesses
• Read the complete guide to voice.

Join Campion Club for bi-weekly emails on copywriting for travel professionals. 

Work with me if you want help finding and developing your own voice. I work one-to-one with travel business owners to help you write copy that sounds like you and connects with your ideal guests. Drop me a line at genevieve@campioncopy.com