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Sound Familiar? Thank AI. |
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It turns out that corporate executives and communication teams are as excited about AI as the rest of us. Barron’s finds new evidence that they’re using artificial intelligence to jazz up news releases, statements, and SEC filings. |
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How do we know? Well perhaps this sounds familiar: Coca-Cola global chief marketing officer Manolo Arroyo said in March during the NBA and Coca-Cola partnership announcement, “Basketball is not just a game; it’s a global cultural engine.” |
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That sentence structure is popping up everywhere these days, and linguists tie its popularity to AI models. |
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My colleague Shaina Mishkin found instances of similar phrasing in company documents and statements from insurance provider Progressive, Schwab Advisor Services, Citizens Financial Group, and Target. |
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Using AlphaSense’s library of company documents, Shaina found that the “not just a___, it’s a ___” structure roughly doubled among large U.S. companies in both 2024 and 2025. |
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The sentence structure hit its stride in the second half of 2025, with AlphaSense logging instances of this phrasing in company documents more than once a business day. |
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“The sentence construction ‘it’s not X, it’s Y’ is one of the biggest tells in AI,” Jeff Gaunt, founder of Gaunt Strategies, told Shaina. Gaunt’s firm specializes in crisis communications, media training, and integrating AI into corporate communications. |
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While several of the companies cited have stated that they are implementing AI tools, most noted that the comments were from real people—perhaps in part because humans like this speech construction too. |
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When Shaina asked tech engineering company Synopsys about CEO Sassine Ghazi’s recent prepared remarks that “engineering AI’s future is not just a software challenge, it’s a physics challenge,” the firm said corporate communications, including prepared remarks for earnings, are human led with AI assistance for clarity and brevity. |
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“Regardless of whether AI assisted with this sentence, it’s an accurate and well-made point,” a Synopsys spokesperson said in response to Barron’s query. |
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Read Shaina’s full story here. |
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The Calendar |
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ASML Holding, Bank of America, J.B. Hunt Transport Services, Morgan Stanley, M&T Bank, PNC Financial Services Group, Progressive, and SL Green Realty announce earnings tomorrow. |
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The National Association of Home Builders releases its Housing Market Index for April. Consensus estimate is for a 38 reading, matching the March figure. Readings less than 50 indicate home builders have a dour outlook in the near term for the single-family house market. |
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The Federal Reserve releases the beige book for the third of eight times this year. The report gathers anecdotal information on current economic conditions from the Fed’s 12 regional banks. |
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Wednesday is the deadline to file tax returns and pay any taxes due for 2025. |
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What We’re Reading Today |
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Barron’s Live returns on Monday. Barron’s Live features timely and actionable insights for investors. We give you behind-the-scenes conversations with the newsroom, connecting you with our editors and reporters covering the markets, the economy, and more. |
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