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214 </div></nav> 215 <form role="search" method="get" action="https://gloo.agency/" class="wp-block-search__button-inside wp-block-search__icon-button gloo-header-search wp-block-search" ><label class="wp-block-search__label screen-reader-text" for="wp-block-search__input-2" >Search</label><div class="wp-block-search__inside-wrapper" ><input class="wp-block-search__input" id="wp-block-search__input-2" placeholder="Searchâ¦" value="" type="search" name="s" required /><button aria-label="Search" class="wp-block-search__button has-icon wp-element-button" type="submit" ><svg class="search-icon" viewBox="0 0 24 24" width="24" height="24"> 216 <path d="M13 5c-3.3 0-6 2.7-6 6 0 1.4.5 2.7 1.3 3.7l-3.8 3.8 1.1 1.1 3.8-3.8c1 .8 2.3 1.3 3.7 1.3 3.3 0 6-2.7 6-6S16.3 5 13 5zm0 10.5c-2.5 0-4.5-2-4.5-4.5s2-4.5 4.5-4.5 4.5 2 4.5 4.5-2 4.5-4.5 4.5z"></path> 217 </svg></button></div></form> 218 </div> 219 220 </div> 221 222</nav> 223 224</header> 225 226 227<main id="wp--skip-link--target" class="wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-013262fc wp-block-group-is-layout-constrained" style="padding-top:64px;padding-bottom:64px"><div class="taxonomy-category gloo-tag wp-block-post-terms"><a href="https://gloo.agency/category/technology/ai/" rel="tag">AI</a><span class="wp-block-post-terms__separator"> </span><a href="https://gloo.agency/category/musings/client-agency/" rel="tag">client/agency</a><span class="wp-block-post-terms__separator"> </span><a href="https://gloo.agency/category/musings/content-craft/" rel="tag">Content craft</a><span class="wp-block-post-terms__separator"> </span><a href="https://gloo.agency/category/musings/culture-of-work/" rel="tag">Culture of work</a><span class="wp-block-post-terms__separator"> </span><a href="https://gloo.agency/category/musings/" rel="tag">Musings</a></div> 228 229<h2 class="wp-block-post-title">You know who roasts your coffee. Who writes your copy?</h2> 230 231<div class="gloo-yr wp-block-post-date"><time datetime="2026-07-21T22:23:01+01:00">July 21, 2026</time></div> 232 233<figure style="margin-top:24px" class="wp-block-post-featured-image"><img width="7360" height="4629" src="https://gloo.agency/wp-content/uploads/2026/07/AdobeStock_498146210.jpeg" class="attachment-post-thumbnail size-post-thumbnail wp-post-image" alt="Cropped shot of a young male hipster working in a trendy coffee shop" style="object-fit:cover;" decoding="async" fetchpriority="high" srcset="https://i0.wp.com/gloo.agency/wp-content/uploads/2026/07/AdobeStock_498146210.jpeg?w=7360&ssl=1 7360w, https://i0.wp.com/gloo.agency/wp-content/uploads/2026/07/AdobeStock_498146210.jpeg?resize=300%2C189&ssl=1 300w, https://i0.wp.com/gloo.agency/wp-content/uploads/2026/07/AdobeStock_498146210.jpeg?resize=1024%2C644&ssl=1 1024w, https://i0.wp.com/gloo.agency/wp-content/uploads/2026/07/AdobeStock_498146210.jpeg?resize=768%2C483&ssl=1 768w, https://i0.wp.com/gloo.agency/wp-content/uploads/2026/07/AdobeStock_498146210.jpeg?resize=1536%2C966&ssl=1 1536w, https://i0.wp.com/gloo.agency/wp-content/uploads/2026/07/AdobeStock_498146210.jpeg?resize=2048%2C1288&ssl=1 2048w, https://i0.wp.com/gloo.agency/wp-content/uploads/2026/07/AdobeStock_498146210.jpeg?w=3000&ssl=1 3000w" sizes="(max-width: 7360px) 100vw, 7360px" data-attachment-id="4630" data-permalink="https://gloo.agency/musings/content-craft/do-you-care-more-about-who-roasts-your-coffee-than-who-writes-your-copy/attachment/i-found-my-lifes-passion-in-a-cup-of-coffee-cropped-shot-of-a-handsome-young-man-working-in-a-cafe/" data-orig-file="https://i0.wp.com/gloo.agency/wp-content/uploads/2026/07/AdobeStock_498146210.jpeg?fit=7360%2C4629&ssl=1" data-orig-size="7360,4629" data-comments-opened="1" data-image-meta="{"aperture":"1.8","credit":"Arn\u00e9ll Koegelenberg/peopleimages.com - stock.adobe.com","camera":"NIKON D800","caption":"Cropped shot of a handsome young man working in a cafe.","created_timestamp":"1469176338","copyright":"www.peopleimages.com","focal_length":"35","iso":"500","shutter_speed":"0.005","title":"I found my lifes passion in a cup of coffee. Cropped shot of a handsome young man working in a cafe.","orientation":"1"}" data-image-title="Barista" data-image-description="" data-image-caption="<p>Cropped shot of a young man working in a coffee shop</p> 234" data-large-file="https://i0.wp.com/gloo.agency/wp-content/uploads/2026/07/AdobeStock_498146210.jpeg?fit=1024%2C644&ssl=1" /></figure> 235 236<div class="entry-content wp-block-post-content has-global-padding is-layout-constrained wp-block-post-content-is-layout-constrained"> 237<p class="wp-block-paragraph">Some people will queue twenty minutes for small-batch coffee. Theyâll interrogate the barista about the origin of the beans and the roast profile. And theyâll pay a sizeable premium because a real human, with opinions and a slightly ridiculous moustache, roasted it under a railway arch.</p> 238 239 240 241<p class="wp-block-paragraph">Sourdough. Craft gin. Vinyl. Farmers’ markets. An entire economy built on the promise that craftsmanship makes a difference.</p> 242 243 244 245<p class="wp-block-paragraph">Yet, while culture has gone nuts about âartisanalâ, weâve seen content production industrialised.</p> 246 247 248 249<p class="wp-block-paragraph">Many marketers are weirdly relaxed about handing over the thing that is supposed to make their company stand out to a probabilistic algorithm. A very sophisticated algorithm to be sure, but still an algorithm. The âinstantâ of the content world.</p> 250 251 252 253<h2 class="wp-block-heading"><strong>The great punctuation panic</strong></h2> 254 255 256 257<p class="wp-block-paragraph">Here’s the surreal bit. For twenty years I’ve had clients tell me that no one cares about commasâand that grammar pedantry was something to be tolerated, like a colleague who likes to constantly remind you that they do triathlons.</p> 258 259 260 261<p class="wp-block-paragraph">Those same clients are now clutching their pearls over the abundance of em-dashes, squinting at perfectly good sentences and asking, “did a human write this?”</p> 262 263 264 265<p class="wp-block-paragraph">They were wrong then. And they’re wrong now, but in an interesting way. Because when every feed is flooded with the same frictionless, AI-scented prose, tiny human tells suddenly matter. The slightly odd sentence. The deliberate pause. The joke that doesn’t quite land, but is a hallmark of beats per minute over gigahertz.</p> 266 267 268 269<p class="wp-block-paragraph">Oddly, the growing scarcity of imperfection has made it a sign of quality. And scarcity, as any economist (or coffee roaster) will tell you, is where the value is.</p> 270 271 272 273<h2 class="wp-block-heading"><strong>The arithmetic of the average</strong></h2> 274 275 276 277<p class="wp-block-paragraph">There’s a structural reason why AI-generated prose is insipid and it’s not a bug. An LLM is, at heart, a consensus engine. Itâs trained on everyone and so sounds like no one.</p> 278 279 280 281<p class="wp-block-paragraph">That’s fineâuseful, evenâwhen you want to conform. A privacy policy for example. But itâs fatal when the entire job of the words is to be distinguishable.</p> 282 283 284 285<p class="wp-block-paragraph">Brand voice exists for exactly one reason: so that people can tell you apart. Give that job to a machine optimised to reduce variation from the mean and you haven’t scaled your voice, you’ve erased itâquickly and with excellent grammarâbut erased it nonetheless.</p> 286 287 288 289<p class="wp-block-paragraph">Aged 8, I read my dadâs copy of <a href="https://en.wikipedia.org/wiki/The_Book_of_Heroic_Failures" target="_blank" rel="noopener">The Book of Heroic Failures</a>. I remember many of its anecdotes to this day, including the one about buses that repeatedly flew past queues of wannabe passengers. When they complained, the local authority explained that if the buses stopped to collect passengers they would not be able to keep to the official timetable. Much of the content produced today, even that used in large expensive campaigns, suffers from the same problem. In the quest to save a few bucks, project owners have forgotten about trying to pick up customers along the way.</p> 290 291 292 293<h2 class="wp-block-heading"><strong>The ditch on the other side</strong></h2> 294 295 296 297<p class="wp-block-paragraph">But there’s an equal and opposite silliness where people react to any whiff of silicon like a Victorian seeing a naked ankle.</p> 298 299 300 301<p class="wp-block-paragraph">LinkedIn is full of people justifying their use of AI, as if itâs a sin that must be confessed. By that logic we should also give up
301spellcheck and turn off those grammar squiggles⦠even abandon Word processing apps entirely! Every writer you admire used tools. Hemingway famously swore by his Royal typewriter. Douglas Adams, a favourite of mine, was an Apple fanboy and the first person in the UK to own a Mac.</p> 302 303 304 305<p class="wp-block-paragraph">The question was never whether a machine touched the words, but rather whether a human meant them; whether somebody with skin in the game decided this is how we want to sound, this is the reaction we want to evoke.</p> 306 307 308 309<p class="wp-block-paragraph">Iâm not anti-AI. Iâm anti-homogeneity.</p> 310 311 312 313<h2 class="wp-block-heading"><strong>AI didn’t invent beige copy</strong></h2> 314 315 316 317<p class="wp-block-paragraph">Now for the uncomfortable part, and the connection to my recent article on <a href="https://www.linkedin.com/pulse/you-ready-agentic-ai-your-culture-make-investment-john-jameson-gzmpe/">agentic AI and corporate culture</a>.</p> 318 319 320 321<p class="wp-block-paragraph">AI did not invent bland, interchangeable corporate speak; that dishonour goes to the twelve SMEs in the review group, the VP who “just wants a quick look”, and the lawyers who must check every word. AI just does it faster and at a fraction of the cost.</p> 322 323 324 325<p class="wp-block-paragraph">Which is why the voice problem, like the autonomy problem, is really a culture issue. A distinctive voice requires someone empowered to sound differentâand a leadership willing to sign off on content that somebody somewhere, yes even an analyst or potential customer, might disagree with. Companies trapped in cultures of negative success, where the safest sentence is the best sentence, were always going to end up sounding like everyone else.</p> 326 327 328 329<h2 class="wp-block-heading"><strong>This isnât what we were promised</strong></h2> 330 331 332 333<p class="wp-block-paragraph">Sci-fi promised us jetpacks and flying cars. Instead, we got the rapid industrialisation of discourse. Jeez, we donât even have a machine to clean the bathroom yet!</p> 334 335 336 337<p class="wp-block-paragraph">But if we must live in a world of AI-flooded feeds, we might as well play to win. If you want to build a real competitive edge, ask yourself if you are the barista striking up a conversation or the bus driver not even making eye contact with your audience as you efficiently speed by.</p> 338 339 340 341<p class="wp-block-paragraph">Encourage your writersâhardware or wetwareâto express a point of view and embrace a little imperfection. And donât get in a tizz over the odd em-dash.</p> 342 343 344 345<div class="wp-block-group gloo-republish has-global-padding is-layout-constrained wp-block-group-is-layout-constrained" style="border-top-color:#D8D9D6;border-top-width:1px;margin-top:48px;padding-top:20px"> 346<p class="gloo-hand wp-block-paragraph" style="font-size:15px">Also posted on <a href="https://www.linkedin.com/pulse/you-know-who-roasts-your-coffee-writes-copy-john-jameson-d15pe/">LinkedIn</a>.</p> 347</div> 348 349 350 351<div class="wp-block-group gloo-related is-layout-flow wp-block-group-is-layout-flow"> 352<p class="gloo-kicker wp-block-paragraph">Keep reading</p> 353 354 355 356<ul class="wp-block-list gloo-related-list"> 357<li><a href="https://gloo.agency/musings/content-craft/what-if-ai-really-did-replace-copywriters/">What if AI really did replace copywriters?</a> <span class="gloo-why">â We tested the replace-the-copywriters theory ourselves, back in 2019.</span></li> 358 359 360 361<li><a href="https://gloo.agency/legacy/blogs/forget-the-top-ten-writing-rules/">Forget the top ten writing rules</a> <span class="gloo-why">â Evidence we’ve been fussy about who writes the words since 2011.</span></li> 362 363 364 365<li><a href="https://gloo.agency/musings/unfiltered/marketing-ai/">Unfiltered: AI in marketing</a> <span class="gloo-why">â Where we stand on the machines, minus the filter.</span></li> 366</ul> 367</div> 368</div></main> 369 370 371<footer class="wp-block-template-part"> 372<footer class="wp-block-group gloo-ink gloo-footer is-layout-flow wp-block-group-is-layout-flow"> 373 374 <div class="wp-block-group gloo-footer-main has-global-padding is-layout-constrained wp-block-group-is-layout-constrained" style="padding-top:64px;padding-bottom:56px"> 375 376 <svg class="gloo-footer-mark" aria-hidden="true"><use href="#gloo-logo"></use></svg> 377 378 379 <div class="wp-block-columns gloo-footer-cols is-layout-flex wp-container-core-columns-is-layout-7387b849 wp-block-columns-is-layout-flex"> 380 381 <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:30%"> 382 383 <svg width="76" height="76" style="color:#fff;position:relative"><use href="#gloo-logo"></use></svg> 384 <p class="gloo-hand gloo-strap">Human insight. 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535<script type="module"> 536/*! This file is auto-generated */ 537var e="script#wp-emoji-settings",t=document.querySelector(e);if(!(t instanceof HTMLScriptElement))throw new Error("Element missing: "+e);const r=JSON.parse(t.text),s=(window._wpemojiSettings=r,"wpEmojiSettingsSupports"),o=["flag","emoji"];function i(e){try{var t={supportTests:e,timestamp:(new Date).valueOf()};sessionStorage.setItem(s,JSON.stringify(t))}catch(e){}}function c(e,t,n){e.clearRect(0,0,e.canvas.width,e.canvas.height),e.fillText(t,0,0);t=new Uint32Array(e.getImageData(0,0,e.canvas.width,e.canvas.height).data);e.clearRect(0,0,e.canvas.width,e.canvas.height),e.fillText(n,0,0);const r=new Uint32Array(e.getImageData(0,0,e.canvas.width,e.canvas.height).data);return t.every((e,t)=>e===r[t])}function p(e,t){e.clearRect(0,0,e.canvas.width,e.canvas.height),e.fillText(t,0,0);var n=e.getImageData(16,16,1,1);for(let e=0;e<n.data.length;e++)if(0!==n.data[e])return!1;return!0}function u(e,t,n,r){switch(t){case"flag":return n(e,"\ud83c\udff3\ufe0f\u200d\u26a7\ufe0f","\ud83c\udff3\ufe0f\u200b\u26a7\ufe0f")?!1:!n(e,"\ud83c\udde8\ud83c\uddf6","\ud83c\udde8\u200b\ud83c\uddf6")&&!n(e,"\ud83c\udff4\udb40\udc67\udb40\udc62\udb40\udc65\udb40\udc6e\udb40\udc67\udb40\udc7f","\ud83c\udff4\u200b\udb40\udc67\u200b\udb40\udc62\u200b\udb40\udc65\u200b\udb40\udc6e\u200b\udb40\udc67\u200b\udb40\udc7f");case"emoji":return!r(e,"\ud83e\u1fac8")}return!1}function f(e,t,n,r){let a;const s=(a="undefined"!=typeof WorkerGlobalScope&&self instanceof WorkerGlobalScope?new OffscreenCanvas(300,150):document.createElement("canvas")).getContext("2d",{willReadFrequently:!0}),o=(s.textBaseline="top",s.font="600 32px Arial",{});return e.forEach(e=>{o[e]=t(s,e,n,r)}),o}function a(e){var t=document.createElement("script");t.src=e,t.defer=!0,document.head.appendChild(t)}r.supports={everything:!0,everythingExceptFlag:!0},new Promise(t=>{let n=function(){try{var e=JSON.parse(sessionStorage.getItem(s));if("object"==typeof e&&"number"==typeof e.timestamp&&(new Date).valueOf()<e.timestamp+604800&&"object"==typeof e.supportTests)return e.supportTests}catch(e){}return null}();if(!n){if("undefined"!=typeof Worker&&"undefined"!=typeof OffscreenCanvas&&"undefined"!=typeof URL&&URL.createObjectURL&&"undefined"!=typeof Blob)try{var e="postMessage("+f.toString()+"("+[JSON.stringify(o),u.toString(),c.toString(),p.toString()].join(",")+"));",r=new Blob([e],{type:"text/javascript"});const a=new Worker(URL.createObjectURL(r),{name:"wpTestEmojiSupports"});return void(a.onmessage=e=>{i(n=e.data),a.terminate(),t(n)})}catch(e){}i(n=f(o,u,c,p))}t(n)}).then(e=>{for(const n in e)r.supports[n]=e[n],r.supports.everything=r.supports.everything&&r.supports[n],"flag"!==n&&(r.supports.everythingExceptFlag=r.supports.everythingExceptFlag&&r.supports[n]);var t;r.supports.everythingExceptFlag=r.supports.everythingExceptFlag&&!r.supports.flag,r.supports.everything||((t=r.source||{}).concatemoji?a(t.concatemoji):t.wpemoji&&t.twemoji&&(a(t.twemoji),a(t.wpemoji)))}); 538//# sourceURL=https://gloo.agency/wp-includes/js/wp-emoji-loader.min.js 539</script>
539 540</body> 541</html>
Line numbers count LF bytes from the start of the resource, as the search results do. Vendor segments are library code the classifier recognised; they are stored but not indexed. Bytes are shown as Latin1 characters, one per byte.