As I delved into the world of corporate communications, I stumbled upon an intriguing phenomenon – the sudden increase in the use of a specific sentence construction, one that seemed to be everywhere and nowhere at the same time. The sentence in question is a clever play on words, one that manages to convey a wealth of information while also serving as a clever linguistic trick. But what I found fascinating was not just the construction itself, but the implications it held for the world of corporate communications and the role of artificial intelligence (AI) in shaping our language.
13 Things You Never Knew Were Actually Another Side of the Same Coin
1. The Rise of the ‘It’s Not Just This — It’s That’ Construction
According to a recent report by Barron’s, this sentence construction has dramatically increased in corporate communications, with over 200 uses in 2025 alone. This is a staggering number, especially when you consider that it’s more than quadrupled from just 50 mentions in 2023. But what’s even more interesting is the fact that this construction is no longer just a hint that a piece of writing may be synthetic – it’s now a guarantee that AI-generated writing is being used.
The report scanned AlphaSense’s database for mentions of the phrasing and found that it was used in corporate news releases, earnings reports, and government filings. This is a clear indication that companies are relying heavily on AI to create content for them, and the sentence construction is just one of the many telltale signs.
2. The Base Rate of Occurrence: Why ‘It’s Not Just This — It’s That’ is a Red Flag
Max Spero, CEO of AI detection tool Pangram, told TechCrunch that the base rate of occurrence for this sentence structure is high enough that its existence is no smoking gun for AI use. However, he also noted that press releases and company documents, which are typically driven by requirements and not emotion, are seeing an even higher incidence of AI use. This is a clear indication that companies are using AI to create content that is not only efficient but also effective in conveying their message.
But what does this mean for writers and communicators? It means that we need to be more aware of the language we use and the tools we rely on to create content. We need to be able to spot the signs of AI-generated writing and understand the implications it has for our industry.
3. The Overreliance on AI: A Symptom of a Greater Issue
The prevalence of AI content is growing rapidly, and it’s symbolic of how reliant companies have become on AI. This overreliance on AI is a symptom of a greater issue, one that speaks to the changing nature of work and the role of technology in shaping our language.
As we become more reliant on AI, we need to be aware of the implications it has for our industry and the role of writers and communicators. We need to be able to adapt to the changing landscape and find new ways to create content that is not only efficient but also effective.
4. The Role of Generative AI Tools in Shaping Our Language
Generative AI tools are trained on vast amounts of data, including our own writing. This means that they are able to learn our language patterns and use them to create content that is indistinguishable from human-written material. But it also means that they are able to perpetuate our biases and reinforce our existing language patterns.
As we rely more and more on AI-generated writing, we need to be aware of the implications it has for our language and the role of writers and communicators. We need to be able to spot the signs of AI-generated writing and understand the implications it has for our industry.
5. The ‘Not Just X, It’s Y’ Construction: A Tic of Frontier Language Models
Max Spero noted that the ‘not just X, it’s Y’ construction is a tic preferred by 2025-era frontier language models. This is a clear indication that AI-generated writing is becoming more sophisticated and able to mimic human language patterns.
But what does this mean for writers and communicators? It means that we need to be more aware of the language we use and the tools we rely on to create content. We need to be able to spot the signs of AI-generated writing and understand the implications it has for our industry.
6. Em-Dashes: Another Tell for AI-Generated Text
Em-dashes are also considered a tell for AI-generated text. This is a clear indication that companies are using AI to create content that is not only efficient but also effective in conveying their message.
But what does this mean for writers and communicators? It means that we need to be more aware of the language we use and the tools we rely on to create content. We need to be able to spot the signs of AI-generated writing and understand the implications it has for our industry.
7. The Changing Nature of Work and the Role of Technology
The overreliance on AI is a symptom of a greater issue, one that speaks to the changing nature of work and the role of technology in shaping our language. As we become more reliant on AI, we need to be aware of the implications it has for our industry and the role of writers and communicators.
We need to be able to adapt to the changing landscape and find new ways to create content that is not only efficient but also effective. This means being more aware of the language we use and the tools we rely on to create content.
8. The Implications for Writers and Communicators
The rise of AI-generated writing has significant implications for writers and communicators. We need to be aware of the language we use and the tools we rely on to create content. We need to be able to spot the signs of AI-generated writing and understand the implications it has for our industry.
As we become more reliant on AI, we need to be aware of the implications it has for our industry and the role of writers and communicators. We need to be able to adapt to the changing landscape and find new ways to create content that is not only efficient but also effective.
9. The Future of Language and the Role of AI
The future of language is changing rapidly, driven by the rise of AI-generated writing. As we become more reliant on AI, we need to be aware of the implications it has for our industry and the role of writers and communicators.
We need to be able to adapt to the changing landscape and find new ways to create content that is not only efficient but also effective. This means being more aware of the language we use and the tools we rely on to create content.
10. The Role of Writers and Communicators in Shaping the Future of Language
Writers and communicators play a critical role in shaping the future of language. We need to be aware of the language we use and the tools we rely on to create content. We need to be able to adapt to the changing landscape and find new ways to create content that is not only efficient but also effective.
As we become more reliant on AI, we need to be aware of the implications it has for our industry and the role of writers and communicators. We need to be able to spot the signs of AI-generated writing and understand the implications it has for our industry.
11. The Need for Awareness and Adaptation
The rise of AI-generated writing requires us to be more aware of the language we use and the tools we rely on to create content. We need to be able to spot the signs of AI-generated writing and understand the implications it has for our industry.
As we become more reliant on AI, we need to be aware of the implications it has for our industry and the role of writers and communicators. We need to be able to adapt to the changing landscape and find new ways to create content that is not only efficient but also effective.
12. The Future of Content Creation and the Role of AI
The future of content creation is changing rapidly, driven by the rise of AI-generated writing. As we become more reliant on AI, we need to be aware of the implications it has for our industry and the role of writers and communicators.
We need to be able to adapt to the changing landscape and find new ways to create content that is not only efficient but also effective. This means being more aware of the language we use and the tools we rely on to create content.
13. The Importance of Human Touch in Content Creation
The rise of AI-generated writing has significant implications for the human touch in content creation. We need to be aware of the language we use and the tools we rely on to create content. We need to be able to spot the signs of AI-generated writing and understand the implications it has for our industry.
As we become more reliant on AI, we need to be aware of the implications it has for our industry and the role of writers and communicators. We need to be able to adapt to the changing landscape and find new ways to create content that is not only efficient but also effective.
Ultimately, the rise of AI-generated writing is a complex issue that requires us to be more aware of the language we use and the tools we rely on to create content. We need to be able to spot the signs of AI-generated writing and understand the implications it has for our industry.
As we move forward, it’s essential that we prioritize the human touch in content creation and find new ways to create content that is not only efficient but also effective. This means being more aware of the language we use and the tools we rely on to create content.
By being more aware of the implications of AI-generated writing, we can adapt to the changing landscape and find new ways to create content that is not only efficient but also effective. This is a critical step in shaping the future of language and ensuring that content creation remains a human endeavor.
