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De-AI-ing content: Making proposals feel human again
AI can write, but it's your voice that wins. Here's how to humanise AI-generated proposal content.
Why humanising AI content is a competitive advantage
The challenge
AI-generated content can be fast and functional – but it often lacks the nuance, empathy and persuasive tone that evaluators respond to. Left unchecked, it can sound robotic, generic, or even inaccurate. The challenge is ensuring that what AI produces still feels like you.
Overcoming the challenge
In our recent APMP AI micro-certification course, we explored the concept of "de-AI-ing" – the process of reviewing and refining AI-generated content to ensure it reflects your organisation's voice, values and strategy.
AI can help with the heavy lifting: summarising documents, generating first drafts, or suggesting structure. But it doesn't understand your client's hot buttons, your win themes, or the subtle cues that make a proposal persuasive. That's where human expertise comes in.
De-AI-ing means:
Editing for tone:
Replacing robotic phrasing with natural, conversational language.
Injecting insight:
Adding client-specific knowledge, strategic messaging and differentiators.
Ensuring compliance:
Verifying that the content answers the question and meets all requirements.
Adding empathy:
Making sure the proposal speaks to the client's needs, not just your solution.
As one participant in the course put it, "AI can give you a head start – but it's the human touch that gets you over the finish line."
How we can help
At Strategic Proposals, we support teams to:
Build review frameworks to assess and refine AI-generated content
Train writers to spot and fix "AI tells" in proposals
Develop a consistent, human-centred tone of voice
AI is a powerful tool – but it's your people who bring the magic. To find out more about the key skills and tools necessary to develop powerful, compelling proposals contact our experts on 0800 0096800 or email us at This email address is being protected from spambots. You need JavaScript enabled to view it.
