What is sameness in marketing?

The drift of a whole category's content toward the same machine default, until buyers and AI engines can no longer tell the brands apart.

When competitors write with the same models, from the same prompts, their pages, posts and pitches converge on the same structure and the same claims. Sameness is measurable: the distance between a brand's writing and the default version a model would produce can be scored, rather than argued about.

It has two forms. The obvious one sounds generic. The more dangerous one is specific-sounding but still generic: correct facts and a dead point of view, which passes a human review while still averaging into the category.

See it at work

• The sea of sameness
• Specific-sounding, but still generic

Other terms: Machine default · Brand distinctiveness