Here's what I keep noticing when I review content lately — for clients, for our own team, for brands I see online. I can't tell anyone apart anymore. Everyone's using AI for content creation now. And suddenly, everyone sounds... the same. The same smooth sentences. The same predictable structure. The same vaguely helpful tone that could belong to anyone or no one. That's not AI's fault. (I'm not here to blame the tools. I use them, too.) The problem is that most businesses never knew their voice in the first place. They relied on "we know it when we see ...