---
bcp_version: "2.0.0"
file_type: anti_ai
last_updated: "2026-10-26"
parent: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/voice.md
---
# The Australian — Anti-AI language patterns
These are patterns that mark copy as machine-generated and clash with The Australian's marketing voice: sophisticated, inviting, engaging, challenging, and never long-winded, boring or sensationalist ([G] §01, §06). Brand additions are this package's application of the supplied guidelines. They are **inferred** and have not been reviewed by the brand.
```yaml
community_reference:
url: https://en.wikipedia.org/wiki/Wikipedia:Signs_of_AI_writing
rationale: "Community-maintained, regularly updated catalogue of AI writing tells. Chosen because the BCP project has not yet published a canonical list (spec §17.9)."
brand_additions:
- pattern: "In today's fast-paced news landscape"
type: opener
rationale: Throat-clearing opener; the brand must "get to the point smartly" and not be long-winded.
example: "In today's fast-paced news landscape, staying informed has never been more important."
- pattern: "Stay informed / stay in the know"
type: phrase
rationale: Generic, passive news-brand filler. The guide asks for active verbs that evoke action ("Gain unrivalled insight…", "Stay ahead of the man and the game…").
- pattern: "dive into, delve into, deep dive"
type: word
rationale: Clichéd AI verbs; the brand vocabulary is uncover, discover, explore, understand.
- pattern: "Whether you're X or Y, we've got you covered"
type: structure
rationale: Over-familiar, salesy register the guidelines reject (cf. the 'cuppa' anti-example).
- pattern: "Unlock a world of …"
type: phrase
rationale: "Stock AI marketing phrase. Note: the subscribe page uses 'Unlock every story', which is concrete. Keep 'unlock' tied to a specific benefit, never to 'a world of'."
- pattern: "It's not just X, it's Y"
type: structure
rationale: Formulaic contrast that reads as filler rather than wit.
- pattern: Generic adjective stacks with no proof attached ("trusted, insightful and essential")
type: structure
rationale: "Generic adjective lists stand in for evidence. The brand's own personality triplets (e.g. 'fearless, curious, world-class' on the subscribe page) are fine when tied to named journalists or concrete benefits."
- pattern: Emoji and exclamation marks in brand copy
type: structure
rationale: "Cheapens the premium register; not present in any guideline text example. Social-template copy in [G] was lost in conversion, so hashtag and emoji norms for social are a gap."
- pattern: "Ultimately, … / In conclusion, …"
type: closer
rationale: Summary closers are padding. Guideline examples end on the masthead or offer.
- pattern: Invented authority ("experts agree", "studies show") without a named source
type: phrase
rationale: Conflicts with the brand's stated rigour ("we check our facts") and News Corp Australia's editorial code §1.6 (credible sources only).
- pattern: Calling readers "members", "users" or "audiences" in direct address
type: word
rationale: Guidelines say address the reader, not "members".
```
[G] = supplied *Marketing Brand Guidelines – The Australian* (2026, updated July).