Artificial intelligence technology is worrying many people, including those involved in producing written content. Social Media platforms are not discouraging AI generated content. LinkedIn has built AI text generation into its platform and plenty of third-party post generators are available. The result is a race to the bottom as content creators spew forth a stream of empty content competing for our attention. There is only one way to stand out against this flood of computer-generated text: the reader must be able to connect with you, the human behind your message.

The Turing Test is why everything changed in 2023: Back in 1950 computer pioneer Alan Turing set out a simple test to establish a computer's intelligence: he called it the imitation game. To pass the test, the computer must generate text indistinguishable from a human's writing. After decades of failure the test has now been turned on its head. Now the machine can pass as human, so we must demonstrate that we are more than a machine.

The good news is that there is a well-established model to help us do this: The SUCCESS model. To stand out as human you need to create: Simple Unexpected Concrete Credible Emotional Stories.

Let's play the imitation game.

Apply the SUCCESS Model and see if you can tell which of the following has the spark of humanity and which is merely human adjacent.

Version 1

"Each year, over 90 tonnes of used disposable nappies contribute significantly to environmental waste. BlueStone Resort has partnered with a local social enterprise to address this issue, taking a bold step towards a greener future. The innovative initiative involves collecting used nappies, thoroughly cleaning them, and separating out the fibres for processing into sustainable asphalt.

Version 2

"No, I haven't suddenly had a baby! This is actually a really cool eco-initiative at BlueStone in Wales. Over 90 tonnes of used disposable nappies are thrown away each year at the resort. But rather than go into landfill a local social enterprise cleans them and separates the fibres which are then processed and used to create the asphalt for roads at the resort. Genius! Why can't this happen to every disposable nappy in the UK?"

Let's go through our checklist and see how these two measure up, beginning with Simple, Concrete and Credible. Both are concrete and credible, but the first post is nearly twice the length without adding anything useful. It feels corporate rather than the voice of an individual. Compare the phrases like "taking a bold step towards a greener future" and "the innovative initiative" with the simple exclamation "Genius!" It feels uniquely human, and those six letters imply so much more than a dozen words.

Next let us consider Surprising and Emotional. The second version starts with reference to an accompanying picture that will have surprised any reader who knows the poster. They do not have a baby, so why do they have nappies? It concludes with an emotional plea: why can't this happen to every disposable nappy? Can you find anything surprising or emotional in the first version? Neither can I.

There is an opportunity here to make the article more human by introducing story. Who were the people behind this initiative? What was their motivation? How were they inspired? What challenges did they meet? There is a story to be told, we want to hear it.

If you are a small business communicating with your established and prospective customers, you have something very powerful. A shared story that is either in progress or about to begin. You are providing something that they need, joining together in a mutually beneficial relationship. Human relationships are rich and complex, spinning a myriad of narratives.

Now, take a look at what you are writing. Is it simple, credible and real? How can you weave those stories into your text? How can you surprise your readers and make them feel emotion? By applying the SUCCESS model, you will show your readers and potential clients that you are human and connect with them in a way that no machine ever could.

By Ged Byrne, Toastmasters International

ABOUT THE AUTHOR

Ged Byrne is a member of Toastmasters International, a not-for-profit organisation that has provided communication and leadership skills since 1924 through a worldwide network of clubs. There are more than 400 clubs and 10,000 members in the UK and Ireland. Members follow a structured educational programme to gain skills and confidence in public and impromptu speaking, chairing meetings and time management. To find your nearest club, visit www.toastmasters.org