---
bcp_version: "1.1.1"
file_type: anti_ai
parent: /.well-known/brand/voice.md
last_updated: 2026-10-03
---
# Anti-AI
For most brands this file is hygiene. For Rumble it is close to the point. RUM Group's June 2026 framing puts Rumble on the side of the human voice against "synthetic sameness" [I p.3]. Copy that reads as machine-averaged works against the brand's own argument, whatever it says.
```yaml
community_reference:
- url: "https://encodedbrands.ai/.well-known/brand/voice/anti-ai.md"
rationale: "Shared baseline of generic AI-writing patterns. Brand additions below restate the ones that matter most for Rumble."
brand_additions:
- type: phrase
pattern: "empowering communities"
rationale: "Generic warmth that hides the specific promise: creators control their content, distribution, and monetization."
example: "Rumble empowers communities to share their voices."
- type: phrase
pattern: "at the intersection of"
rationale: "Abstract category language. Rumble is a video platform; say so."
example: "Rumble sits at the intersection of media, technology, and freedom."
- type: phrase
pattern: "in today's rapidly evolving landscape"
rationale: "Filler opener that delays the point. The channel guidelines ask for short-form and concise."
example: "In today's rapidly evolving digital landscape, creators need..."
- type: word
pattern: "neutral"
rationale: "Named in the guidelines' PR / corporate avoid list. Models reach for it when describing platforms that host debate."
example: "Rumble is a neutral platform for all viewpoints."
- type: word
pattern: "uncensorable"
rationale: "Absolute language the Terms of Service contradict. Models generate it from the free-speech theme."
example: "Rumble is the uncensorable home of free speech."
- type: structure
pattern: "passive constructions that hide the actor"
rationale: "Passive voice is on four of the five channel avoid lists. Generated copy defaults to it in announcements."
example: "New monetization features have been introduced for creators."
- type: structure
pattern: "repeating the same point in two consecutive sentences"
rationale: "Redundancy is on three of the five channel avoid lists."
example: "Rumble gives creators control. With Rumble, creators are in control."
- type: structure
pattern: "triplet slogan lists of abstract nouns"
rationale: "Machine rhythm ('freedom, innovation, and community') replaces the concrete: news, politics, gaming, action sports."
example: "Built on freedom, innovation, and community."
- type: structure
pattern: "partisan or culture-war shorthand for the brand"
rationale: "Reduces a free-expression platform to a political tribe. The social and newsletter guidelines avoid bias and political views."
example: "The right-wing YouTube."
- type: structure
pattern: "defining Rumble by what it is not or by a competitor"
rationale: "'Not another Big Tech platform' or 'the YouTube alternative' borrows the incumbent's frame."
example: "Unlike YouTube, Rumble doesn't censor."
- type: opener
pattern: "Rumble is excited to announce"
rationale: "Corporate-announcement opener. Short-form announcements lead with the news."
example: "Rumble is thrilled to announce the launch of..."
- type: closer
pattern: "Join the movement."
rationale: "Generic rallying closer that turns a product into a cause and implies a political movement."
example: "The future of free speech is here. Join the movement."
```
## What survives the filter
- A named person, product, or number with its date: "Rumble Wallet supports USA₮, USD₮, XAU₮, and Bitcoin."
- The specific content mix: news, politics, gaming, action sports.
- The principle stated once and not decorated: "Rumble protects a free and open internet."
- Concrete creator stakes: the audience, the content, the payment.
## Calibration
The brand is bold. Removing machine patterns does not mean removing conviction. A confident, short, active sentence with one real claim from claims.md is the target. A cautious, balanced, adjective-heavy one is not.