CMO Tribune
Voices

Topic: Brand and measurement. Recorded on 23 October 2026.

We record that Kieran Flanagan said this, where and when, in our own words. The post stays where it was published; the embed loads only if you ask for it.

Kieran Flanagan

SVP of Marketing, HubSpot

On the problem of AI-generated content sounding generic and interchangeable

Newsletter or blog post, Kieran’s Substack - The AI Marketing Generalist, . Read the original

Our takeOpinion

The SVP of Marketing at HubSpot raises how teams using the same AI models end up with polished but interchangeable content, and what a marketer can feed those models to keep their own point of view. A reader can take away that generated drafts are now cheap, so the scarce inputs are judgement and taste. The text also notes that a plain list of style adjectives tells a model almost nothing, while real samples of work you want to repeat do more, and that high-performing one-off pieces may not belong in that set. It says to describe the audience by what they already know, what bores them and what still feels new to them, and to write down why admired work is good as quality rules. This suits content leads and small brand teams that publish often under one voice and already have a body of work to draw on. It rests on one practitioner's own workflow and archive, with no measured results, so it may not transfer to teams with several voices, tight brand governance or little existing content.

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