Jimmy Kim and Speaker B explain why AI subject line generators from email platforms produce nearly identical outputs across brands, flooding inboxes with indistinguishable emails. When marketers use the same tools trained on the same data, they get the same length, emojis, and hooks, erasing years of brand voice work.
AI-generated subject lines are going to make every brand sound the same, and the marketers using them don't even realize it. What do you think?
Yeah, I agree with you. Every ESP now, whether it be Omnisend or someone else, they have AI generation for subject lines available, right? Where marketers literally click a button, 3 different options pop up and appear, and then they just pick one and they press send. And those 3 options were generated by the same model, trained on the same data, with very similar prompts to what every other marketer is using and has access to. So therefore, right to what you said, every brand subject line basically starts drifting towards the exact same pattern as everyone else's, the same length, the same emojis, the same cadence, even the same hooks.
Yeah. And you know what's funny about this is I'm sure you've seen this too, but I started spotting these things from like a mile away. Basically, they've got a rhythm to them, the way that they write, the specific kind of marketing but not too aggressive tone that people write. It's almost very clear when things are bot generated. I see this not only just on email, but on social media and everywhere else. The inboxes are starting to get more flooded than ever with this stuff, and the customer scroll through their inbox and they get 30 emails that sound about the same, which means that, well, none of them really stand out. And there's deeper damage to this because the brands that built their voice over all these years trying to make themselves sound unique are now seeing their voice diluted by this AI-generated subject lines that don't actually sound like the brand. They click the button because the marketer tends to be lazy. And I'm not trying to call you all out, but that's the truth. And we shipped that with the AI option and slowly that brand voice erodes.
