The problem with AI-generated texts
ChatGPT, DeepL and Gemini are good enough to produce usable texts. The trouble is, "usable" means it sounds good enough not to question it. Not that it is correct.
Here is what regularly goes wrong:
- Hallucinations – AI invents facts, quotations and sources. You do not spot it straight away, because the text reads so fluently.
- Stylistic sameness – AI texts give themselves away through monotonous sentence lengths, excessive politeness and the same stock phrases in every other paragraph.
- Compliance gaps – AI knows neither your industry regulation nor your internal communication guidelines.
- Breaks in tone – A premium brand that sounds like a chatbot damages itself.
Why me, of all people
At Jung von Matt I checked campaigns for BMW and Sparkasse against quality criteria, and at Goodgame Studios and InnoGames I checked software releases. Software or language: the process is the same.
What I check
- Factual accuracy – are the facts right, or has the AI hallucinated?
- Style and tone – does the text suit the brand and the target audience?
- Terminology – consistent, technically correct and easy to understand?
- Industry-specific compliance and regulation
- Accessibility to the BFSG and BITV 2.0