The phrase "It's not just one thing — it's also another" has become an indicator of synthetic content in corporate

The phrase "It's not just one — it's also another" has become an indicator of synthetic content in corporate communications, raising questions about the authenticity of AI-generated texts.

A recent report by Barron’s demonstrates that the phrase "It's not just one — it's also another" has become an almost guaranteed sign of synthetic content in AI-generated texts, especially in corporate news and reports. Since 2023, its usage has increased more than fourfold, reaching 200 instances.

Analyzing the database of AlphaSense, Barron’s presented examples from corporate messages, including statements from Cisco, Accenture, and Microsoft. These companies use this phrase to emphasize the importance of ideas related to AI and autonomy. For example, Cisco predicts that by 2025, AI will become not just a tool, but a partner.

The growing use of this construction is important to consider against the backdrop of the dynamic AI market. Generative technologies developed by OpenAI and other players are beginning to dominate, yet their reliance on existing texts raises concerns about copyright infringement and content originality.

The observed popularity of such a construction calls into question the role of AI in the creative sphere. With increasing concerns about the authenticity of texts, companies risk losing trust if they do not learn to distinguish between authentic and AI-generated content. In this regard, new standards and practices for verifying the authenticity of texts become relevant.