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      "content": "---\nbcp_version: \"2.0.0\"\nfile_type: anti_ai\nlast_updated: \"2026-10-26\"\nparent: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/voice.md\n---\n\n# The Australian — Anti-AI language patterns\n\nThese 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.\n\n```yaml\ncommunity_reference:\n  url: https://en.wikipedia.org/wiki/Wikipedia:Signs_of_AI_writing\n  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).\"\nbrand_additions:\n  - pattern: \"In today's fast-paced news landscape\"\n    type: opener\n    rationale: Throat-clearing opener; the brand must \"get to the point smartly\" and not be long-winded.\n    example: \"In today's fast-paced news landscape, staying informed has never been more important.\"\n  - pattern: \"Stay informed / stay in the know\"\n    type: phrase\n    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…\").\n  - pattern: \"dive into, delve into, deep dive\"\n    type: word\n    rationale: Clichéd AI verbs; the brand vocabulary is uncover, discover, explore, understand.\n  - pattern: \"Whether you're X or Y, we've got you covered\"\n    type: structure\n    rationale: Over-familiar, salesy register the guidelines reject (cf. the 'cuppa' anti-example).\n  - pattern: \"Unlock a world of …\"\n    type: phrase\n    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'.\"\n  - pattern: \"It's not just X, it's Y\"\n    type: structure\n    rationale: Formulaic contrast that reads as filler rather than wit.\n  - pattern: Generic adjective stacks with no proof attached (\"trusted, insightful and essential\")\n    type: structure\n    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.\"\n  - pattern: Emoji and exclamation marks in brand copy\n    type: structure\n    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.\"\n  - pattern: \"Ultimately, … / In conclusion, …\"\n    type: closer\n    rationale: Summary closers are padding. Guideline examples end on the masthead or offer.\n  - pattern: Invented authority (\"experts agree\", \"studies show\") without a named source\n    type: phrase\n    rationale: Conflicts with the brand's stated rigour (\"we check our facts\") and News Corp Australia's editorial code §1.6 (credible sources only).\n  - pattern: Calling readers \"members\", \"users\" or \"audiences\" in direct address\n    type: word\n    rationale: Guidelines say address the reader, not \"members\".\n```\n\n[G] = supplied *Marketing Brand Guidelines – The Australian* (2026, updated July).\n",
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