---
bcp_version: "2.0.0"
file_type: anti_ai
parent: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/voice.md
last_updated: 2026-11-13
---
# Anti-AI Voice
```yaml
community_reference:
- url: "https://en.wikipedia.org/wiki/Wikipedia:Signs_of_AI_writing"
rationale: "Community-maintained catalogue of common machine-writing patterns (puffery, inflated significance, formulaic structure)."
brand_additions:
- type: phrase
pattern: "Magic, magical, effortless AI that does it all for you"
rationale: "Casa's voice is 'human experts, not techy magicians'; credit the team and the result, not the technology."
example: "Our AI magically takes care of your home."
- type: pattern
pattern: "Inflated life-changing promises"
rationale: "Casa does not overpromise."
example: "We found a better price. This is going to change your life."
- type: pattern
pattern: "Lofty, poetic or impassioned statements about the meaning of home"
rationale: "Casa's warmth is plain and lived-in, never whimsical or impassioned."
example: "Life at home is sacred. Every moment that happens there can transform our entire being."
- type: structure
pattern: "Redundant reassurance stacked after a promise"
rationale: "Do not overcompensate with redundancy."
example: "We'll handle the negotiation. Hang tight, we'll take care of everything."
- type: pattern
pattern: "Process jargon instead of the homeowner benefit"
rationale: "Functional, not technical; do not speak to features apart from their value."
example: "We'll implement a home scan, automatically input in your app."
- type: pattern
pattern: "Bare alerts that state a problem with no next step"
rationale: "Casa reframes problems as solutions and tells the homeowner what happens next."
example: "Your home spend is increasing."
- type: phrase
pattern: "Motivational slogans and exclamation-heavy hype"
rationale: "'Joyous, not overly-enthusiastic' and 'We inspire joy, we are not motivational.'"
example: "Crush your home to-do list today!!"
```
The last example is illustrative. All other examples are Casa's own off-brand cases.