Last month, I got an email from a senior leader I deeply admire. Something about it felt sterile. I couldn’t see or hear him in the message. Like fake flowers on a conference room table, it looked real, but something was missing.
Malcolm Gladwell, in his book Blink, calls this “thin slicing,” the ability to make quick judgments from very little information. And one pattern people are getting very good at spotting is AI-written content.
THE FALLOUT OF FAKE-SOUNDING LEADERSHIP
Take these two phrases. Which one sounds like AI?
- “Just circling back to say thank you for your contribution to a positive client outcome.”
- “Your feedback during Monday’s pitch review helped us cut the jargon and sharpen our message. That clarity is why the client signed yesterday. Thank you.”
If you picked A as the AI-written one, you’re right.
In corporate communication, this rise in generic, lifeless language is everywhere. I call it “mannequin messaging.” It has the form of leadership but without a heartbeat.
With 700 million weekly users, ChatGPT is the fastest-growing consumer application in history. Most people use it to write, and that’s not the problem. The problem is using it without your voice.
When teams hear language that feels processed instead of personal, they disengage.
I saw this happen with an influencer I used to admire. His writing used to feel direct, bold, and unique. But as his content output grew, his voice vanished. His followers dropped by 80% in under a year.
He became indistinguishable.
THE RESEARCH CONFIRMS IT
Several studies show that audiences engage less with AI-generated content, especially when it lacks a human voice or real-world perspective.
A 2025 study in the Journal of Services Marketing found that fully AI-authored posts drew significantly lower engagement than human-written or hybrid content. In contrast, posts drafted with AI but guided by a human editor performed just as well as those written entirely by people.
Separately, the “Man vs. Machine Content Challenge” study found that purely human-written content still led the field, outperforming both AI-only and hybrid posts in web traffic and keyword rankings.
Even Google now deprioritizes content that lacks real-life experience and voice through its helpful content update.
Your audience and Google are not anti-AI. They are simply pro-authenticity infused with candid, compassionate, and concrete language.
THE THREE CS OF AUTHENTIC LEADERSHIP MESSAGING
If you want your words to resonate and build trust, you don’t need to avoid AI. You need to be:
- Candid
Speak in the first person. Own your decisions.
Instead of: “Mistakes were made.” Say: “I made the call. It didn’t work. Here’s what I learned.”
Candid leadership builds credibility and connection. Owning your words signals strength, not weakness, and it invites others to do the same.
When a regional manager at a tech firm acknowledged in a team email that he’d rushed a product launch and shared the three lessons he took from the experience, his team’s respect didn’t drop. It soared. Several team members followed up with honest input, knowing they were in a space where truth wasn’t punished.
Candor is a catalyst. When you lead with it, others follow.
- Compassionate
Acknowledge how people feel, not just what they need to do.
Instead of: “These changes are necessary.” Say: “I know this is hard. It affects people I care deeply about. I’m here to support you.”
Compassionate communication increases morale, loyalty, and psychological safety. You’re not expected to fix every feeling, but acknowledging them builds trust.
In a recent merger, one leader sent a note simply saying, “This is a lot. You may be feeling uncertain, and that’s valid. I’m here, and we’re in this together.” That message was shared over 50 times internally and cited months later in team check-ins. The message was short, but it made people feel seen. And when people feel seen, they stay engaged.
- Concrete
Ambiguity creates anxiety; concrete clarity gives people solid footing to move forward.
Instead of: “We’re streamlining operations across several departments to align with our long-term efficiency goals.” Say: “We’re reducing headcount by 10% in non-customer-facing roles. Here’s what to expect next.”
People don’t want a verbose explanation but rather a path forward. Clarity is not cold—it’s kind.
A client services director once wrote, “This quarter, we’re focusing on two things: cutting decision time in half and making our onboarding smoother. If we do that, client satisfaction will rise, and so will morale.” That kind of clarity turns vague goals into shared purpose.
Specifics signal respect. They say, “I trust you with the real story.”
NO ONE FOLLOWS A MANNEQUIN
Your team doesn’t crave perfection. They crave you: scars, scratches, and all.
Authentic communication isn’t a feel-good add-on; it’s a leadership skill. And in a world increasingly filled with generic, AI-polished messaging, authentic voice stands out.
So, the next time you draft a team update or announcement, pause and ask yourself:
- Was I candid about what’s happening and why?
- Did I acknowledge how others might feel?
- Did I communicate with clarity and specifics?
Because no one wants to follow a mannequin. And no one likes fake flowers. What people want is to hear your voice: alive, honest, and fully human.
YOUR QUICK REFERENCE GUIDE TO AUTHENTIC MESSAGING
- Candid: Did I speak in my own voice?
- Compassionate: Did I acknowledge how others might feel?
- Concrete: Did I clearly explain what’s happening next?
| ❌ Mannequin Message | ✅ Authentic Message | Why It Works |
| “Due to external conditions, restructuring is necessary.” | “This decision hurts. I made the call. I’ll be available all day to talk.” | Shows ownership and availability. |
| “Thanks for your hard work and commitment.” | “When Jasmine stayed late to train the new hire, that was leadership.” | Specific praise builds connection. |
| “We are focused on operational excellence across all verticals.” | “This quarter, we’re improving tools, speeding up decisions, and staying close to customers.” | Clear goals sound real. |
| “Mistakes were made, and we will learn from them.” | “I made the wrong call last quarter. Here’s what I learned.” | Builds trust through accountability. |
| “We’re excited to leverage AI at scale.” | “AI won’t replace your judgment, but it can help you think faster. Here’s how I use it.” | Transparency invites trust. |
David Smailes is an executive coach with CxO Coaching, helping senior leaders drive growth through clear strategy and focused execution. He’s led global teams at Fortune 500s and startups and speaks on AI’s role in leadership and learning. He holds advanced degrees from Harvard and Vanderbilt.
