SipIt's not just one thing — it's another thing | TechCrunch
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Summary
A recent report highlights a significant shift in corporate communications, particularly the rising use of the phrase 'It’s not just this — it’s that.' This construction has seen a fourfold increase in mentions from 2023 to 2025, indicating a growing reliance on AI-generated content in business communications. This trend suggests that companies are increasingly adopting AI tools to streamline their messaging, potentially sacrificing nuance and authenticity for efficiency and trendiness.
Takeaways
- The phrase 'It’s not just this — it’s that' has become a popular construction in corporate communications.
- There has been a quadrupling in the use of this phrase from 2023 to 2025, indicating a trend towards AI-generated content.
- The reliance on AI tools may impact the quality and authenticity of corporate messaging.
Why it matters
This trend underscores the evolving landscape of corporate communication, where AI tools are reshaping how messages are crafted and delivered. It raises questions about the authenticity and effectiveness of AI-generated content in conveying corporate values.
PMs
Product managers should be aware of this trend as it may influence customer perceptions and brand messaging, necessitating a balance between efficiency and authentic communication.
Developers
For developers, understanding the implications of AI-generated content in corporate communications can inform the design and functionality of AI tools, ensuring they support nuanced and effective messaging.
Students & job seekers
Students and job-seekers should recognize the importance of communication skills in the age of AI, as understanding how to craft authentic messages will be crucial in a job market increasingly influenced by automated content.
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TechCrunch AI
It's not just one thing — it's another thing | TechCrunchThis sentence construction ("It's not just this — it's that") has become so common in AI-generated writing that it's no longer just a clue that a piece of writing may be synthetic — it's almost a guarantee.