Making AI Sound Human

A colleague recently sent me an AI-written product description and asked a simple question, and asked me how it looked and did it look like it was written by AI.

The short answer was "Yes." ... not because it was bad - but because it was too good.

It was clean, well structured, easy to scan, and covered every point you’d expect. On paper, it did everything right ... and that’s exactly the problem.

AI content tends to give you the sam results. Same rhythm (same number of parapgraphs in each sentence). Same tone. Same balance. It’s designed to be easy to read, which sounds like a good thing, until you realise it makes everything feel, look and sound the same.

The problem my colleague had here was that this was for website content, not only would it looks like everyone else’s, but it woud be obvious to a search engine that it was AI generated and they would therefore have a real reason to rank it. 

I love AI, I love AI content, you just need to know how to use AI properly. I used to make the mistake of just asking AI to "humanise" content, the problem was, AI doesn't know how to humanise anything, we have to tell it.

Anyway, here’s what I shared with him. 

I have also written a separate post to show the best way to get AI to sound like a human.

1. Your prompt is really important

If you ask AI “Write me a product description for...” ... you’ll get safe, predictable copy back. It’ll be fine. It’ll also be forgettable.

Change the prompt, and everything changes.

Ask it to write like someone with 20+ years’ experience who’s slightly fed up with how these products are usually described. Suddenly the tone changes. It gets less polished, a bit more opinionated, a bit more real.

That’s where things start to feel human, you've given it something human to think about, and it will change the response. What I would say here is don't be over dramatic (unless the piece asks for it), just use enough to feel honest.

2. Add opinion. AI won’t do it unless you tell it to

AI plays it safe by default. It avoids strong opinions, avoids friction, and avoids saying anything that might be challenged, we don’t (even though maybe we should sometimes!)

So feed it lines like:

“We use these all the time here.”
“This is our Sales Manager’s go-to product.”
“You can buy cheaper, but it won’t be a as good as this.”

Or just be direct, like we can all be sometimes:

“We think this is the best option on the market right now.”

I suppose what I try to do with statements like this is get a bit of emotion into the writing, AI doesn't do emotion unless you ask it to and give it examples. This sort of language instantly changes the feel of the content.

3. Break the rhythm

AI loves consistency. Same length sentences. Same flow. Same pacing ... but humands don’t write like that.

So add this to the prompt:

“Vary sentence length. Mix short and long sentences.”

It sounds basic, but it works. But it forces the content out of that predictable pattern.

And don’t be afraid of a short sentence on its own.

Like this.

But don't overdo it, AI can something provide a piece of copy with a lot of short, choppy sentences, it makes sense because it is easy to read, but it is also a giveaway that it's AI written.

5. Edit it. Properly.

AI will get you 80% of the way there, the last 20% is all down to you I'm afriad.

Read it through. change bits, add some personal references, take bits out, reformat bits, It's your content, nobody know you better than you. 

MY GOLDEN RULE: If you HAVEN'T edited it, DO NOT publish it. 

AI is a brilliant tool. I use it all the time, but getting it to sound human isn’t about pressing a button and hoping for the best, it’s about knowing how to steer it in the right direction, and then putting your own stamp on the result. 

Harry and Meghan Don’t Want to Vanish. They Just Want Boundaries

I keep seeing the same tired line about Harry and Meghan. If they want privacy so much, why are they still in the media?

But that question misses the point completely.

They are not asking to become invisible. They are asking for something most normal people would see as basic. Consent. A line between public work and private life.

If Meghan turns up for a charity event, gives an interview, launches a project, or backs a cause, that is public work. Fair enough. That comes with attention, scrutiny, and debate.

But home life, family moments, their children, and the parts of life that happen when the cameras should be off, that is different. That is not hypocrisy. That's just a boundary.

The latest coverage around Meghan, including her saying she had been “the most trolled person in the world” source: BBC, only underlines the problem. Public life does not give the public unlimited rights to a person’s private existence.

There is also the bit people either ignore, or pretend not to understand. Harry and Meghan no longer have taxpayer funding in the way working royals do. So yes, media, visibility, partnerships, and public-facing projects are part of how they earn a living. That is not some great scandal. That is their business model.

Plenty of high-profile people do exactly the same. Actors, presenters, writers, business owners, sports stars. They use their profile for work, and still expect to shut the front door at the end of the day.

That is what Harry and Meghan seem to be trying to do. Not disappear. Not dodge criticism. Just control their own story, earn their own money, and protect the parts of life that do not belong to the public.

Honestly, that does not sound outrageous to me. It sounds normal.

Was Donald Trump Born a Compulsive Liar?

As you may have seen, Trump shared an AI image of himself as Jesus.

Then said it was just him “playing a doctor”, he event said "That’s what most people thought.". Did they Donald? I don't think they did!

This brief episode tells you everything you need to know about this man.

We all know that politicians stretch the truth. That’s nothing new; and yes, they sometime lie. But this is way different. This is saying that something everyone can see isn’t true, then blaming everyone else for not agreeing.

Recent Claims vs Reality

• On the AI “Jesus” image (April 2026) – Said it was him “playing a doctor”, despite the image clearly using religious, Christ-like symbolism and being widely interpreted that way across media and religious groups.
• “If I weren’t president, the world would be torn to pieces” (April 2026) – A sweeping personal claim about global stability with no supporting evidence, made during ongoing unresolved conflicts.
• Iran nuclear programme “obliterated” (2025–2026) – Repeatedly claimed US strikes completely destroyed Iran’s nuclear capability, but international agencies and fact-checkers confirmed the programme was damaged, not eliminated.
• “War is basically won” / Strait of Hormuz reopened (March 2026) – Claimed victory and reopening of key trade routes while fighting and disruption were still ongoing.
• Iran had Tomahawk missiles (March 2026) – Claimed Iran carried out an attack using Tomahawk missiles, despite the US being the only known operator of that weapon system.
• Claims of imminent Iran deal (April 2026) – Suggested a deal was close, even as negotiations had already failed and no agreement had been reached.
• Claims Pope Leo made a statement that its OK for Iran to have nuclear weapons (April 2026) - in fact Pope Leo has never said Iran should be permitted to possess nuclear weapons and has repeatedly spoken out against them, including in a March 5 video.

So what is it with him?

Either it’s deliberate. Say something outrageous, stay in the headlines, keep control of the narrative. Or, and this is the truly worrying part, does he actually believes what he’s saying.

When he says things like “if I wasn’t president, the world would be torn to pieces”, it leans hard into that saviour idea. Not confidence. Something else.

At this point, if he told you the sky was blue, you’d still need check out of the window.

Realistically it’s probably a mix of ego, strategy, and something a bit harder to pin down.

But the result is the same. People stop believing you, and luckily, Americans are starting to disbelieve Donald Trump.

What The F**K is Protein Anyway?

You think you’re eating alright… then you actually look at your protein intake and realise you’re miles off.

That was me. Late 50s, vegetarian, eating what I thought was a decent mix of Quorn, mushrooms, beans, and pulses. All the usual “good stuff”. Then I roughly added it up… about 30g of protein a day. That’s not just a bit low, that’s nowhere near.

Then you start researching it, apparently you need 100g, 120g, or even more; I called one of my daughters who is a Dietician and she said at my age, I need 150g a day. Bit of a wake-up call.

So… what actually is protein?

Protein isn’t just something gym lads bang on about, I mean they do, but it's more important than just building muscle so you can do more bicep curls!

It’s the basic building material your body runs on. Every cell, every bit of tissue, every repair job your body does… it all needs protein.

The brief science bit: Strip it right back and protein is made up of amino acids. Think of them as the small bits that get pieced together to build and maintain your body.

Without enough of them, things don’t run properly. Simple as that.

What protein actually does in your body

This is the bit most people don’t realise. As already mentioned, protein isn’t just about muscle. It’s doing jobs all over the place, every day, whether you notice it or not:

• Repairs and rebuilds tissue
  Skin, hair, nails, muscles, and organs are constantly breaking down and rebuilding.
• Supports your immune system
  Your body produces proteins that help fight off bacteria and viruses.
• Helps with digestion
  Enzymes, which break down food, are made from protein.
• Provides structure and strength
  Think collagen, the stuff that holds skin, tendons, and ligaments together.
• Transports and stores nutrients
  Some proteins move vitamins and minerals around your body where they’re needed.

Protein isn’t really for energy

Here’s something that surprised me.

Yes, your body can use protein for energy… but it really doesn’t want to. It would much rather use carbohydrates and fats first. Protein is more valuable doing the jobs above, so your body tries to save it for that.

Which means if you’re not eating enough, your body has to start cutting corners. Not ideal.

The reality… most of us aren’t getting enough

It’s easy to assume you are. You eat a bit of this, a bit of that, and it feels balanced. But when you actually track it, it can be way lower than you think.

Plant-based foods do contain protein, but often not in the amounts you’d expect unless you’re being deliberate about it.

That was the shock for me. Quorn, beans, lentils… all good, but you need more volume, and more planning, than you might think to hit proper daily targets.

Vegetarian? You’ve got to be more intentional

If you eat meat, it’s easier. Chicken, turkey, pork, and lean beef are all protein-dense. You don’t have to try too hard.

If you’re vegetarian, it takes a bit more thought:

• Eggs and dairy can help massively if you eat them
• Lentils, chickpeas, and beans are solid, but not as dense
• Tofu and tempeh are worth getting used to
• Quorn is useful, but not a magic fix
• Nuts and seeds help, but bring calories with them

I've had to resort to necking some Whey Protein every day just to help, even now, I probably eat no more than 100g a day, but its better than where I was.

... And Finally

Protein isn’t some niche fitness thing. It’s basic maintenance for your body.

If you’re not getting enough, you’re effectively running your system on the cheap.

You don’t need to panic. You don’t need to overhaul everything overnight. But it’s worth checking.

Because if you’re anything like me… what you think you’re getting, and what you’re actually getting, are two very different numbers.

Why Don't People Vote

When I signed up to be a Liberal Democrat candidate for Horbury and South Ossett, I started digging into our local history. I’ll be honest: I was shocked. Back in the 2019 local elections, the turnout was just 32.2%.

Think about that. Nearly 70% of our neighbors didn’t feel that any of the names on that ballot paper represented them or their community. It’s a staggering silence. It’s easy to say people are just "uninterested," but I think the truth is more uncomfortable: people don’t vote because they don’t see themselves, or their values, in the people asking for their support.

Where is the Local Identity?

For too long, we’ve seen the "old guard" take these seats for granted. When voters don't see someone sticking their head up and saying, "Look at us, and look at what we can actually achieve for our streets and our community," they switch off. If the choice feels like a carbon copy of the same old politics, why bother walking to the polling station?

We need candidates who don't just want a seat, but who want to represent the identity of Horbury and Ossett. People are waiting for someone to relate to, someone who understands that local issues aren't just bullet points in a manifesto, but the fabric of our daily lives.

The Trust Gap and the "Safe Seat" Trap

There is a deep disillusionment with the political elite. Many feel that the system is rigged for the same few voices to keep winning. This creates a "safe seat" trap: if you think your vote won't make a difference, you stay home, and the same cycle continues. But that 32% figure proves that there is a missing majority. If even a fraction of that 70% found someone they believed in, the "old guard" wouldn't know what hit them.

The Social Media Bubble & The Knowledge Gap

It doesn't help that our world is increasingly partitioned by algorithms. Our social feeds often tell us everything is fine, or that everyone thinks exactly like we do. Combine that with a political process that is often made to feel intentionally confusing, and it’s no wonder people feel alienated. We need to break that bubble by showing up in person, on the doorstep, and proving that local politics is accessible, understandable, and, most importantly, vital.

It’s Time to Speak Up

I’m sticking my head up because I refuse to believe that Horbury and South Ossett are "apathetic." I think we are just waiting for a reason to care again. We don't have to settle for the status quo. That "missing 70%" holds all the power, we just have to give them a reason to use it..

Why Everyone Thinks They Can Do Marketing

…and why most of them are kidding themselves

Somewhere along the way, marketing got mistaken for “posting stuff online.” or a simple email out to all your customers meant that you've launched a product ... all this is social medias fault, it made marketing (or promotion) feel accessible to all, tools made it feel easy, and now it seems like anyone with a login thinks they’ve cracked it.

Blame the platforms. Blame Canva. Blame AI tools like ChatGPT and the rest of them. You can knock up something that looks decent in minutes, so it feels like the hard part’s done before you’ve even started thinking.

Write something. Generate an image. Add a hashtag. Post something. Sit back and wait for the sales to roll in.

That’s the expectation. That’s also where it starts going wrong.

The tools are easy. The thinking isn’t.

The problem isn’t the tools. They’re brilliant for what they do. But they don’t replace thinking, and they don’t build a strategy for you.

Without a plan, you’re just making noise. You’re putting things out there without any real direction, and hoping something sticks.

I’ve seen it more times than I can count. Nice-looking posts, clean design, plenty of activity… and absolutely nothing coming back from it. No engagement, no leads, no sales.

Non-marketing folk clammer for Followers and Engagement - it's all bullshit. I tell anyone that starts working with me in marketing that if only one person follows me, and they are a journalist, and they engage with everything i do, I would be VERY happy. 

Once you actually step back and work out who you’re talking to, what you’re trying to say, and why it matters, things start to move. It’s never the font or the colours. It’s always the thinking behind it.

Social media didn’t create marketers. It created confidence.

One post does well and suddenly someone’s a marketing expert. You see it everywhere now, especially on social media. I've had a couple of Tik-Tok posts go viral, I'm no fecking expert on the platform, I have very little idea what I'm doing on it - but sometimes you get lucky.

A meme lands, something gets shared a few times, and next thing they’re selling “growth strategies” in their bio. It looks convincing on the surface, but there’s usually not much underneath it.

Posting content is not marketing. Marketing is understanding why people buy, what stops them buying, and what makes them trust you over someone else.

Likes might feel good, but they don’t pay the bills. Revenue does.

AI has made this worse, not better

This is the bit a lot of people won’t say out loud. AI hasn’t made everyone better at marketing, it’s just made everyone faster at producing, at best, very average content.

Most people don’t know what to ask, so they get surface-level answers back. Slightly off, slightly generic, and usually missing the point… but written well enough that it feels right.

And that’s the danger. Because it sounds good, people assume it is good, and out it goes.

AI is only as good as the prompt behind it. If you don’t understand marketing, you won’t spot when the answer’s wrong. You’ll just publish it and wonder why nothing happens.

That’s why so much AI content looks the part but doesn’t deliver. It’s been written without any real understanding behind it.

Marketing is slow. That’s the part nobody likes

There’s this idea that marketing should deliver instant results. Run something today, see the spike tomorrow.

In reality, it’s slower and a lot less glamorous. It’s testing, tweaking, reviewing, and going again. Over and over.

Some of it’s creative, sure. But a big chunk of it is looking at what didn’t work, digging into the numbers, and figuring out why. God I love the numbers stuff.

That’s where the real progress comes from. Not the “publish” button.

What you actually need (and what most people skip)

When you strip it back, proper marketing comes down to a few core things. None of them are particularly flashy, but all of them matter.

You need to know who you’re talking to. Not “everyone” or “anyone who might buy”, but actual people with specific needs and problems.

You need to understand how you’re different. And no, “we care more” isn’t a strategy. Everyone says that.

You need messaging that lands. Something that makes people stop and think, “that’s exactly what I need.”

And you need data. What’s working, what isn’t, and what needs to change. If you’re not measuring it, you’re guessing.

You’re probably not going viral

It’s worth saying this plainly. Going viral is not a strategy. It’s luck. I know - it happened to me.

I just love it when Sales asks me to create a post or video that will go viral, I'm sure my face gives away the fact that they have just admitted they know nothing about marketing :-) 

I admit, it happens to some, but most businesses grow through consistent, steady improvements. Better targeting, clearer messaging, smarter decisions.

It’s not flashy, but it works. And it lasts.

It’s not about pretty posts

People love the creative side of marketing. The visuals, the layouts, the clever copy. And yes, that stuff matters.

But if it doesn’t perform, it doesn’t matter how good it looks. You need to know who clicked, who converted, and who came back.

Without that, you’re just decorating the internet and hoping for the best.

A quick reality check

I’ve been doing this for 35-ish years. I know what the feck I’m talking about.

Knowing how to use a platform doesn’t make you a marketer. And your cousin’s aunty spending two weeks in a marketing office doesn’t count as experience either.

This is a craft. It takes time to learn, and even longer to get properly good at.

The reality

Marketing is easy to start, and that’s the problem. It gives the impression anyone can do it well.

They can’t. It’s strategy, psychology, data, and execution all working together. Miss one of those, and the whole thing weakens.

The tools have opened the door. Knowing what to do once you’re through it… that’s the difference.

I'm now a Liberal Democrat Candidate

You don’t often get a chance to stand up and actually do something about the direction things are heading.

So I’ve taken it.

I’m standing as a candidate for the Liberal Democrats in Horbury and South Ossett ward, Wakefield, for the local elections on May 7th 2026.

And yes, I know what that means.
No big campaign machine.
No expectation of winning (if I get 10 votes I'll be happy)
No grand illusion that I’ll be walking into the council chamber any time soon.

But that’s not really the point.

I actually started this as a paper candidate. Just a name on a ballot paper. But once I realised that ballot paper was for Horbury and South Ossett, I took a proper look at the area. I spoke to people. I listened.

What I heard surprised me. A lot of locals felt their councillors weren’t doing enough for the area, so I started doing small things. Reporting potholes. Flagging dangerous paving. Raising fly-tipping issues.

Nothing big. Nothing glamorous. But real things.

At that point, I stopped being a paper candidate. I became someone who actually wants to see things improve.

Where this all started

Politics has always been there in the background for me.

I used to argue with my grandad about it when I was younger. Not in a hostile way. We just enjoyed the back and forth. The ideas, the principles, the “what ifs”. It was never about shouting louder. It was about thinking harder.

When I was old enough to vote, I did what most people should do but many don’t. I looked around properly.

What do I actually believe?

I landed on a set of values that felt consistent and grounded.

Social justice matters.
We should be working with Europe, not turning our backs on it.
Power should be pushed down, not hoarded at the top.
The NHS should be protected and strengthened, not chipped away at.

Over time, those views lined up most closely with the Liberal Democrats.

So why stand if you’re not going to win?

Because doing nothing guarantees nothing changes.

Standing puts a name on the ballot. It gives people a choice. It keeps the Liberal Democrats visible in an area where that choice might otherwise disappear.

And it gives me a platform to say what I believe in.

Not a big one.
Not a polished one.
But a real one.

I’ve already started doing practical things locally. Reporting issues. Paying attention to what’s actually happening on the ground.

It’s not glamorous, but it matters.

The bigger reason

There’s a shift happening in parts of the UK. You can see it, hear it, feel it. The tone is getting sharper. The divide feels wider.

Alongside that, something else has crept in. More hostility. More blame. More language that pushes people apart rather than brings them together. And that worries me.

Now I’ll be clear. Not everyone flying a St George’s flag means anything negative by it. Of course they don’t. But when symbols start appearing alongside language that excludes and divides, it changes how they come across. It changes what they signal.

I don’t think we should just ignore that.

If you believe in a fair, open, outward-looking country, you don’t stay quiet while that grows. You push back.

Why this matters, even if it’s small

This isn’t about winning a seat. For me now, it’s about putting a marker down.

It’s about saying there are still people who believe in cooperation over division. Evidence over noise. Fairness over blame.

I’m a Yorkshire lad, born and bred. I see how some councils lose touch with the people they’re meant to serve, and in a small way, I want to help change that.

I’ve also seen how a good local councillor can make a real difference to a community. Knottingley Lib Dem councillors, I’m looking at you.

It’s about reminding people that there are alternatives.

Even if only a handful of people see my name on that ballot and think, “That’s closer to what I believe,” then it’s worth it.

Because change doesn’t always start with a landslide. Sometimes it starts with one extra name on a ballot paper.

Progress

It’s been an eye opener for me, this short journey. It really has.

Horbury is less than 30 minutes away from me, so I’ve been able to get over there most evenings and weekends.

I’ve spent time talking to residents and local business owners, reporting potholes, broken pavements, immigration, anti-social behaviour, fly-tipping etc. These are some of the typical concerns people have raised with me.

And some of those potholes have already been assessed by Wakefield Council and are now scheduled for repair.

I’m starting to understand what people mean when they say politics should be local. It’s not speeches or big promises. It’s turning up, listening, and getting basic things sorted.

If you’re reading this because you searched “who should I vote for in Horbury”, I won’t pretend I’m the perfect answer, but I have shown up. I’ve listened. I’ve reported local issues, and some are already moving through the system.

If you want councillors who turn up, listen, and get basic things sorted, I hope you’ll consider voting Liberal Democrat in Horbury and South Ossett.

And finally...

I’m not a career politician.
I’m not trying to be one.

I’m just someone who still thinks this stuff matters enough to show up.

And right now, that feels like the least I should be doing.

Post-Election Update

So... the results are in.

I didn’t win.

The three Reform UK candidates took the seats in Horbury and South Ossett, which probably says a lot about the wider national mood around politics at the moment.

I ended up with 156 votes, which if I’m being honest, is far more than I expected when this whole thing started.

I originally agreed to stand as what politics calls a “paper candidate”. Basically, someone to make sure the party had a name on the ballot paper.

But once I started speaking to residents, seeing local issues first-hand, and actually getting involved, I found myself getting surprisingly competitive.

I reported potholes, spoke to local businesses, discussed Cedar Court with residents, and spent far more time wandering around Horbury than I ever expected to.

Somewhere along the way, I stopped feeling like a paper candidate and started feeling like... well... an actual candidate.

The biggest thing I learned is that local politics and national politics are now heavily blurred together. People absolutely care about roads, fly tipping, healthcare, and anti-social behaviour, but many votes are still driven by national mood and national frustration.

Still, I genuinely enjoyed parts of it.

I met some good people, had some interesting conversations, and got a proper insight into how local campaigning works.

And for a first-time candidate standing in a Ward 30 minutes from home with no political background or political support whatsoever... I’ll happily take 156 votes.

A short, but fulfilling political career 🙂

From Marketing Agency to Digital Garden

The Pivot: From Marketing Agency to Digital Garden

For over a decade, this corner of the internet has been my "office." It was a place for all things Marketing,  SEO tips and professional advice designed to help businesses rank, grow and thrive. It served its purpose, but lately, the walls have started to feel a bit thin.

The truth is, the internet has changed, and so have I. We’ve moved into the era of the "infinite scroll", a noisy stream of algorithmic drivel from people I don't particularly like and opinions I didn't ask for.

Take LinkedIn, for example. It used to be a place to actually learn and grow professionally. Now? it’s a performative circus. It’s become a race to the bottom of "thought leadership" and engagement bait. I realised I’m done contributing to that noise. I missed the old web, the one where personal blogs felt like actual conversations instead of polished sales pitches or desperate grabs for a "like."

Why I’m Clearing the Deck

I’m moving away from the "Marketing Agency" template, both literally and figuratively. This site is now a Digital Garden. It’s a personal social site without the social pressure or the ego-driven metrics.

It’s a place for things that don't necessarily "scale" or "convert," but actually matter to me:

• The "Now": A simple log of what I’m actually doing, reading, and thinking today.
• Consumer Rights: Ranting with a purpose when the system fails.
• Beer Reviews: Because life is too short for bad pints and even shorter for bad reviews.
• Rants: I like a rant, I've proud that I've finally become a "grumpy old man".
• Politics: I used to argue about politics with grandad, not that we had different opinions, we just enjoyed it - I can do it here now.
• Contract Shenanigans: The real-world headaches from me where I've taken on all sorts of businesses - and won! 

The Benefits

By stripping away the professional "armour," I get to write more honestly. You get a feed that isn't trying to sell you a consulting package or a "proven framework."

I saw Bear Blog, and it's a good looking platform, but I had so nuch stuff in Blogger I really didn't want to lose any of it, but I liked the styling of it, I liked the minimalistic look and feel of it, then I started reading about Digital Gardens, and I thought that was me. So, I’ve moved to a much leaner, minimalist Blogger setup. No tracking cookies, no "suggested posts", no comments, or Like buttons; just text (and the occasional pic), it's me, the real me.

The old marketing archives are still here if you need them, but the new growth is going to look a little different. It’ll be shorter, more frequent, and significantly more human.

Thanks for sticking around for the rebrand. I’m looking forward to screaming into the void again, only this time, without the LinkedIn "influencers" screaming back.

— Andy