It’s not just one thing — it’s another thing

In recent times, a peculiar trend has emerged in corporate communications, largely attributed to the influence of AI-generated writing. The phrase structure “It’s not just this — it’s that” has become increasingly prevalent, transforming from a mere curiosity into a defining characteristic of modern corporate messaging. A report from Barron’s highlights this phenomenon, revealing a significant increase in the use of this specific phrasing across various corporate documents. By analyzing data from market intelligence firm AlphaSense, the report uncovered that mentions of this construction surged from approximately 50 instances in 2023 to over 200 in 2025. This statistic doesn’t merely indicate a quirk; it signals an epidemic of AI-influenced language in official communications. Moreover, the report points out that this is not just a coincidence. The frequent use of such phrases can be traced back to the datasets on which generative AI tools were trained, often without the consent of the original writers. This raises ethical concerns about the implications for creativity and originality in writing. Additionally, the emergence of em-dashes as a telltale sign of AI-generated text further emphasizes the extent of this trend. The reliance on these patterns in corporate messaging suggests a growing dependence on artificial intelligence, although it remains unclear whether specific communications were explicitly created with AI assistance. As we encounter more corporate messages featuring these familiar constructions, it’s worth considering their deeper significance. They may not just be stylistic choices; they could represent a broader shift in how companies communicate, potentially reflecting a greater reliance on technology in shaping corporate narratives.