Artificial intelligence's contribution to creating business documents continues to grow, which can undermine strong brand recognition, according to Whitepage .
The Boston-based strategic presentation and narrative agency released an analysis on Tuesday of how AI-generated documents can weaken a brand's credibility with clients, partners and the public.
One way AI-generated documents can weaken a brand is by homogenizing it. Whitepage cited a recent survey by Templafy of 2,000 knowledge workers in the U.K. and U.S. who use AI to create business documents, which found that nearly three out of five (59%) respondents said AI-generated documents can make different businesses sound too similar.
"AI tools know nothing about a brand unless someone gives it to them, so they tend to fall back on the same generic wording as everyone else," Whitepage CEO and Co-Founder Tanya Slyvkin noted in the analysis.
"Homogenization destroys competitive differentiation," added Rob Enderle, president and principal analyst at the Enderle Group , an advisory services firm in Bend, Ore.
"If your brand sounds like a generic algorithm, it implies a lack of original thought and tailored strategy," he told TechNewsWorld.
"Instead of letting AI wash out your voice, companies should connect AI to their specific proprietary style guidelines to enforce brand standards while augmenting human creativity," he continued. "The quality of this, of course, depends on the AI."
Matthew A. Gilbert , a marketing lecturer at Coastal Carolina University in Conway, S.C., argued that using AI-generated content without any oversight demonstrates a lack of respect for clients, partners, and the public.
"It communicates that an organization is likely to cut corners and overlook details," he told TechNewsWorld. "It damages trust and weakens a brand."
"AI-generated documents don't damage credibility because a machine wrote them. They damage it because they read like nobody at the company did," added Kasra Dash, an SEO consultant and founder of The Masterminders , an SEO and digital marketing event organizer in Manchester, England.
"When every proposal, report and client email comes out of the same tools with the same prompts, businesses start sounding identical," he told TechNewsWorld. "Clients pick up on it quickly, and once they spot generic phrasing, they start wondering whether anyone actually thought about their problem."
"Give the AI your own data, examples and opinions instead of asking it to write from nothing," he advised. "Have a named person edit and sign off anything client-facing. Cut the stock phrases AI leans on, because those are what give it away."
Whitepage also identified "workslop" — AI output that looks finished but lacks substance — as another way AI can weaken a brand.
It cited a September 2025 survey by BetterUp Labs and the Stanford Social Media Lab in which 40% of U.S. desk workers surveyed reported receiving workslop in the previous month. Researchers estimated that each incident took about two hours to resolve, with costs totaling about $186 per employee per month. Around half of recipients then viewed the sender as less capable and reliable, Whitepage added.
In a business environment, Templafy noted, workslop is more than an aesthetic problem. A document can be fluent and polished while still failing to reflect the organization's expertise, point of view, brand, or standards, it explained.
When that output requires employees to rewrite, reformat, o…