Even ChatGPT thinks you’re B2B brand is boring

B2B branding has been stuck in a rut for years. Bland messaging. Corporate jargon. Color schemes that feel like they were pulled from a PowerPoint template circa 2008. It’s a sea of sameness, and even AI can tell.

When you ask ChatGPT to write a B2B marketing email, here’s what you often get:

“Our enterprise software solutions help companies optimize workflows and improve efficiency.”

It’s technically correct but completely uninspired. The default outputs feel like they’re written by a robot because, well, they are. AI models are trained on existing content, and most existing B2B content is boring.

But it doesn’t have to be this way. You can push AI—and your brand—beyond these defaults. It starts with rethinking what B2B branding can be.

B2B Buyers Are Still Humans—So Why Do Brands Sound Like Robots?

Here’s the truth: Business buyers are people. They don’t suddenly lose their humanity when they walk into the office. They want to work with brands they respect, trust, and—yes—like.

Yet many B2B brands are so afraid of alienating their customers that they strip all personality from their messaging. Why?

• Assumptions about "professionalism." There’s a persistent myth that adding personality makes a brand seem less credible.

• Risk-aversion in leadership. Executives often prefer to play it safe, sticking with what’s worked before.

• Copycat syndrome. If the biggest players in your industry are boring, it’s tempting to follow suit.

The irony is that buyers don’t want robotic brands. Research consistently shows that emotional connection drives decision-making:

• A Gartner study found that B2B buyers are 2.8x more likely to make a deal if they feel connected to the brand.

• A Google/CEB study found that B2B buyers are emotionally attached to their vendors at the same rate as B2C consumers.

Your customers aren’t looking for buzzwords. They’re looking for brands that make them feel something—whether it’s confidence, excitement, or trust.

“Being professional doesn’t have to mean being personality-free. Audiences crave connection, not corporate jargon,” said Heather Dewald McCue, a communications strategist who knows how to turn brands into conversations that actually matter. “The brands that dare to be human—engaging, authentic, and emotionally resonant—are the ones that win.”

How to Teach AI (and Your Brand) to Have a Personality

If ChatGPT thinks your B2B brand is boring, that’s because it’s pulling from boring training data. The good news? You can change that. Recent research from Stanford and Google DeepMind demonstrates that AI can create fairly accurate replicas of human personalities. In a study, AI agents were able to mimic their human counterparts with 85% similarity in personality tests and social surveys. AI algorithms have also shown impressive capabilities in predicting personality traits, which can be applied to brand personalities. For instance, IBM's Watson Tone Analyzer has been used to evaluate the emotional tone behind text, leading to a 20% increase in customer satisfaction ratings when implemented in customer service.

Let’s take a generic AI-generated message and transform it using better prompts:

Generic AI Output:

“Our platform streamlines your workflow and improves efficiency.”

Rewritten with a Brand Voice Prompt:

“Drowning in spreadsheets and outdated processes? Our platform gives you back your time, so you can focus on growing your business—not wrangling data.

Here’s how to guide AI for better results:

• Define your brand voice. Give AI a clear style guide: “Confident but approachable, with a dash of humor.”

• Avoid vague prompts. Be specific about what you want: “Rewrite this to feel more conversational and relatable.”

• Iterate. AI improves with feedback. Refine outputs until they align with your voice.

When used thoughtfully, AI can help your brand stand out instead of blending in.

Longform Content: Where AI Falls Short (and You Step In)

AI is fantastic for structuring ideas and filling in gaps, but it struggles with longform content. Here’s why:

1. It trims down personality. AI prioritizes conciseness, often removing expressive or "flowery" language.

2. It struggles with tone consistency. Without clear direction, it reverts to corporate-sounding language.

3. It loses coherence in longer pieces. AI excels in small chunks but can’t always maintain a cohesive narrative.

We use AI to assist in writing longform content all the time. It’s great for:

• Organizing notes and structuring ideas.

• Turning rough concepts into polished drafts.

• Filling in missing pieces to create a cohesive narrative.

But if you want to show your authentic voice, you have to step in. AI can get you 85% of the way there, but the final layer of personality and depth comes from real writing, editing, and human instincts.

Breaking the Cycle: How B2B Brands Can Be Bold Again

B2B branding wasn’t always this boring. If we look back at the early days of business marketing, brands weren’t afraid to take big swings. Campaigns like IBM’s "Think" or GE’s innovation-focused messaging proved that B2B could be bold, memorable, and inspiring.

Today, a new wave of brands—like HubSpot, Slack, and Notion—are showing that B2B doesn’t have to mean boring. They’re embracing personality, storytelling, and creativity—and they’re winning because of it.

So, if even ChatGPT thinks your B2B brand is boring, maybe it’s time to change that. AI reflects the content it’s trained on. If we want better, bolder B2B branding, we need to stop feeding it bland messaging and start treating branding as what it really is: a chance to connect with real people.

Final Thoughts: Ready to Break the Cycle?

Your B2B brand doesn’t have to be stuck in the sea of sameness. Start small:

• Rewrite one piece of B2B content today. Add a little personality, humanity, and boldness.

• Use AI as an assistant, but don’t let it define your voice.

• Treat branding as an opportunity to connect—not just to inform.

The brands that win are the ones that dare to stand out. Will yours be one of them?

Need Help Making Your B2B Brand Stand Out?

At AI Growth Ops, we don’t just talk about better branding—we build it. Whether it’s research-backed strategy, clear and compelling positioning, or AI-driven content that actually sounds like your brand, we help businesses break free from the boring and create messaging that resonates.

If you’re ready to make your B2B brand more human, more engaging, and more effective—let’s talk.