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We need to talk about the “AI Voice” in comments. It’s killing brand personality.
Posted by on February 3, 2026 at 3:28 pmI audit social accounts for a living. Lately, I can spot an AI-assisted community manager from a mile away.
It’s always the same structure:
"That’s a great insight, [Name]! We completely agree that [rephrase of user's point]. Thanks for sharing!"
It’s polite. It’s grammatically perfect. And it is completely invisible. Consumers have developed banner blindness for this type of "customer service" speak.
I ran a test with a client last month. We stopped using the "suggested replies" feature. We instructed the community manager to stop being professional and start writing like they were texting a friend.
Lowercase letters. No repetition of the user's point. Short, punchy sentences. Sometimes just "Lol true."
The replies to our replies went up 40%.
People started treating the brand like a person again, not a PR bot.
Efficiency is great for scheduling, but I think using AI for engagement is a suicide mission. You’re automating the one thing that is supposed to be human.
Are you guys letting AI handle replies, or is that a hard "no" zone for you?
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1 Reply
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Hard no on fully automated replies. The whole point of comments is that a person showed up.
I use AI in two places: triage (which comments deserve a real response?) and rough drafts for repetitive FAQs. But I never paste a suggested reply raw.
What has worked for me: write 10-20 “anchor replies” in the brand’s actual voice, then force anything AI touches to start from those. Also keep a short “never say” list: “That’s a great insight”, “We completely agree”, “Thanks for sharing”, and the whole rephrase-the-user thing.
If you need to scale, build a reply library of 1-2 sentence fragments you can mix and match (human-written), and train the CM to ask one real question back. One specific question beats three polite sentences every time.
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100% agree. The “Thanks for sharing!” replies are basically invisible now, people can tell it apart. We’ve had way better results when replies sound like a real person: short, specific, sometimes a little imperfect, and asking a real follow-up question. AI is fine for drafting, but if you post it raw you’re basically choosing something safe and interesting.
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Totally agree that fully AI-generated replies feel off. People can tell. But I think there’s a middle ground, using AI to polish what you already wrote, not to write it for you. Especially for non-native speakers, the hard part isn’t knowing what to say, it’s making it sound natural. That’s a different use case than letting AI handle the whole thing.
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There’s an llm for that you know?
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Actually, I will let AI handle replies in my own voice. There some good chrome extensions where we can setup our voice/persona, so the replies will sound like me. Personally I am using [RedSutra](https://chromewebstore.google.com/detail/redsutra-ai-writer-for-re/kjddggcgcinpnifgecigkgpikpdjdhoa/?utm_source=reddit.com&utm_medium=referral&utm_campaign=socialmedia_AI_post_reply) extension which generates replies then I will review those reply before posting. Fully automated AI replies are Hard “NO” zone for me.
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