This pattern looks for words like it's not, doesn't, and not only as well as related phrasing. These words and phrases set up a ubiquitous rhetorical pattern with AI-generated writing we call "It's not X. It's Y."

The It's not X. It's Y pattern begins with a statement of negation followed by a statement of affirmation. Why is this rhetorical approach so popular? What makes it effective? How many times can this be used before the rhetorical approach loses its power? And what is the writer trying to state? It's not X. It's Y is easy enough to recognize once you understand it, but for a tool to identify the Pattern is complicated. Un•AI•ify works by spotting common negations and then highlighting surrounding content. There are false positives, a limitation of the tool; however, prepare to be surprised how this rhetorical pattern shows up.

The full quote from Shakespeare's Hamlet is "The lady doth protest too much, methinks." When you want to make a point, make the point. Extra words of enthusiasm, usually in the form of adverbs, can often be deleted to make writing stronger. Lady Doth Protest looks for words like "just," "truly," "really," "fully," etc. Remember what Ronald Reagan said, "If you're explaining, you're losing."

But pervades persuasive writing today for good reason. The word signals, "Pay attention. Something is different." But reverses sentiment, keeping readers off-kilter and ready to be led by the writer. Smart readers will think of but like an Uno reverse card that negates whatever was written before "but." As Nassim Taleb said, "Everything before the 'but' is meant to be ignored by the speaker; and everything after the 'but' should be ignored by the listener." But is a powerful word, but use it wisely.

Clichés are said to "betray a lack of original thought," so they are best avoided. Examples of Clichés checked for include: think outside the box, low-hanging fruit, barking up the wrong tree, and it is what it is. Bottom line: Clichés can terminate thinking (and maybe that's what you want in your writing). Be careful the thinking terminated isn't your own.

Watch out for buzzwords and jargon in writing. Often used in business writing, common buzzwords include: laser-focused, optimize, actionable, disrupt, utilize, leverage, unlocks. Instead of using buzzwords, try specific examples and language — the kind that demonstrates your subject matter expertise.

Triads are three things in a row. Repetitive and rhythmic, triads (or tricolons) make for great rhetoric, and writers and speakers have used them for centuries. Veni, vidi, vici! Like everything, they can be overused. Check your triad frequency. What if two would do? Might you need four or five? While the bears numbered three, Goldilocks is just one way to write your story.

Em dashes (—) and en dashes (–) have their place. Writers love em dashes, in particular. And no, not every em dash means, "AI wrote this!" Good writers know how to type an em dash. Like it or not, generative AI can create good writing too. However, there's such a thing as too much of a good thing. Watch your em dash frequency. Use en dashes (–) in a range if you like. Whatever you do, be consistent within a document. If you put spaces on either side of an em dash, make sure they all look that way. If you use two hyphens (--), make sure there's not an em dash (—) in there too. Why? Because people are paying attention to these things — even if only subconsciously.

About Un•AI•ify

Un•AI•ify was created to offer a quick way to analyze writing for certain patterns used and abused by AI (and writers on LinkedIn). If you have a pattern you'd like Un•AI•ify to look for or simply want to connect, email [email protected] or find Justin on X or LinkedIn. This site was built by Justin Owings, a marketer, tinkerer, and student of influence. The owner assumes no liability for analysis produced by Un•AI•ify. Use the tool at your own risk.

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