---
bcp_version: "2.0.0"
file_type: anti_ai
parent: https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand/voice.md
last_updated: "2026-10-29"
---
# Anti-AI patterns: Saab
The patterns below clash with Saab's declared tone of voice (Brand Portal, checked 2026-10-27) or with the copy observed on saab.com the same day (see `voice.md`).
```yaml
community_reference:
url: "https://en.wikipedia.org/wiki/Wikipedia:Signs_of_AI_writing"
rationale: "Widely maintained public list of machine-writing tells. If it cannot be fetched, brand_additions below still apply."
brand_additions:
- pattern: "In an increasingly complex and uncertain world / In today's threat landscape"
type: opener
rationale: "Saab does say 'complex and unpredictable world', but as a fact in context, not as a throat-clearing opener. Portal: stories 'are based in fact and put into context'. Open with the fact."
example: "In today's increasingly volatile geopolitical landscape, nations need cutting-edge solutions."
- pattern: "Unleash / unlock / harness the power of"
type: phrase
rationale: "Inflated verbs. Saab uses plain ones: develops, delivers, receives an order, presents, launches."
example: "Unleash unmatched air dominance with Gripen."
- pattern: "Swagger and glee about destruction"
type: structure
rationale: "Portal: 'not aggressive or macho' and 'never flippant or playful about the nature of our business'. Product lines like 'The ultimate tank killer' are existing headings, not a licence for new ones."
example: "Turn enemy armour into scrap metal."
- pattern: "Stacked superlatives (cutting-edge, world-leading, state-of-the-art, next-generation) in one sentence"
type: word
rationale: "Saab uses 'world-leading' or 'cutting-edge' once and then a specific number or programme. Portal: 'never … arrogant or boastful'."
example: "Saab's cutting-edge, world-leading, next-generation solutions redefine defence."
- pattern: "Exclamation marks and emoji"
type: structure
rationale: "None in corporate, product, press or investor copy in the sample."
example: "Gripen E is ready for take-off! 🚀"
- pattern: "Not just X, it's Y"
type: structure
rationale: "A common machine tell. Saab's contrasts are short and specific ('One weapon. Any task.', 'Adaptability beats predictability')."
example: "It's not just a submarine, it's a statement."
- pattern: "Vague contract language ('has partnered with', 'is set to deliver', 'has secured interest')"
type: phrase
rationale: "Saab's releases are literal about status: 'receives order', 'signs contract', 'has not signed a contract or received an order'."
example: "Saab is set to deliver GlobalEye to NATO."
- pattern: "Rounded or undated numbers"
type: structure
rationale: "Saab gives SEK values, periods and delivery years ('approximately SEK 47 billion … final deliveries 2038')."
example: "Saab has a massive backlog of orders worth hundreds of billions."
- pattern: "Disparaging competitors or rival aircraft"
type: structure
rationale: "Portal: 'we don't bad-mouth our competitors'."
example: "Unlike the overpriced F-35, Gripen actually works."
- pattern: "American spelling in group copy (defense, organization, program)"
type: word
rationale: "Group copy is British. 'Defense' belongs to Saab, Inc. (US) pages only."
- pattern: "In conclusion / Ultimately, it's about"
type: closer
rationale: "Saab ends on the purpose line, a contact block, or a plain CTA ('Read more')."
```