The new rules of writing in the AI age

The em dash isn’t just punctuation anymore. It’s a generational fault line.

Once a stylish, useful punctuation mark to suggest a brief pause, it’s now a flashpoint in a larger online debate. But it’s not grammar geeks debating proper use of the em dash and other punctuation — it’s Gen Z and younger audiences calling it out as a dead giveaway for AI-written copy.

The problem with perfect punctuation 
Raised as digital natives and coming of age in the AI era, younger audiences can spot the telltale signs of machine-made content. Chief among them? The overuse of “fancy” punctuation like

• Em dashes
• Oxford commas
• Colons
• Semicolons
• Parentheses
• Ellipses

AI leans heavily on these marks because it was trained on polished, professional writing that uses these marks, such as books, research papers, journalism and marketing copy. To Gen Z, though, all that polish now reads as try-hard and is just as cringeworthy as ending a text with a period, using Title Case or overusing text shortcuts like OMW and LMK. What once signaled credibility and trustworthiness now signals inauthenticity.

The result: a well-punctuated, grammatically flawless sentence can now make a brand feel less trustworthy. For writers and marketers, that’s a seismic shift.

Punctuation isn’t just grammar. It’s music. Timing. Breath control. It shapes meaning, rhythm, emotion, voice and tone. Often, it’s the reason you feel something when you read good writing. But when AI produces punctuation that feels overly precise or machine-made, or when younger audiences perceive certain stylistic cues as inauthentic, punctuation can lose its power.

A debate reflecting a generational divide 
Every generation develops its own linguistic quirks, styles and preferences, and those preferences shape how people read and respond to brand messaging.

• Baby Boomers gravitate toward clear, straightforward, trustworthy communication. Good grammar, well-structured paragraphs and proper punctuation signal intelligence, credibility, professionalism and expertise. 
  
  Ads like L’Oréal’s “Because You’re Worth It” or Rolls-Royce’s “At 60 miles an hour” resonate because they express confidence and reliability, values that Boomers associate with a trustworthy brand.
  
  
• Gen X values clarity and professionalism, but they’re also fluent in irony, skepticism and lighthearted irreverence. Copy that balances straightforward messaging with a subtle wink — like Apple’s “Think Different” or the many iterations of “Got Milk?” — appeals to them because it feels clever and unconventional without going overboard, reflecting their nuanced, somewhat skeptical worldview.
  
  
• Millennials crave purpose, storytelling and inclusivity. Their online writing blends correct grammar with playful internet-era quirks: conversational tone, emojis, ironic punctuation, humor and memes. 
  
  Campaigns like Dove’s long-running “Real Beauty” campaign or Old Spice’s self-aware humor succeed because they connect emotionally, align with generational values and invite participation while remaining clever, shareable and rewatchable.
  
  
• Gen Z (and younger) prefer content that’s fast, authentic and participatory. They want inclusive, relatable writing that respects individuality and avoids anything too polished, scripted or corporate. Duolingo’s off-the-wall TikTok humor or Spotify’s annual Wrapped campaign work because they feel organic, authentic and community-driven, giving the audience a sense of involvement rather than passive consumption.

In short: what looks “professional” to one generation can feel “phony” to another, and punctuation, including the em dash, is a microcosm of these preferences. The same sentence or stylistic choice can feel authoritative to a Boomer, clever to a Gen Xer, playful to a Millennial and scripted to a Gen Zer.

At its core, this debate highlights how AI and ChatGPT are reshaping young people’s perception of language, voice and brand trust and what that means for how we, as writers and marketers, communicate with our audiences. 

A brand getting it right 
Nike’s iconic “Just Do It” campaign shows us how brands can adapt messaging to resonate with each new generation. While the tagline has remained consistent since its inception, Nike has tailored the writing, tone and style to align with the cultural values and communication preferences of each generation.

When it launched in 1988, the tagline was clear, simple and credible. TV commercials featured visuals like 80-year-old marathoner Walt Stack jogging across the Golden Gate Bridge, paired with straightforward on-screen copy like “Walt Stack. 80 years old.” and narration of Stack telling the viewer “I run 17 miles every morning. People ask me how I keep my teeth from chattering in the wintertime — I leave ‘em in my locker.” The plainspoken copy and deadpan joke reinforced Nike’s authority and trustworthiness.

As Gen X became the target audience, Nike shifted toward rebellion and mild irreverence. Athletes like Charles Barkley reflected the generation’s independent streak and love of irony and anti-heroes with his famous “I am not a role model” TV ad.

For Millennials, Nike leaned into storytelling and purpose-driven campaigns. The 2018 “Dream Crazy” ad narrated by Colin Kaepernick featured inspirational athletes and emotionally resonant copy: “Believe in something, even if it means sacrificing everything.” The focus on values, authenticity and narrative over product features appealed to Millennials’ desire for meaningful, socially conscious messaging.

Today, Nike continues to embrace social consciousness but adapts to Gen Z preferences for inclusivity, relatability and internet culture. The recent “Why Do It?” campaign narrated by rapper Tyler, the Creator and shared heavily on TikTok invites participation and reflection. Punchy, introspective captions like “Why risk it? Because you can.” feel human and relatable and show how the brand retains its core message while evolving its voice for a new generation. 

Brand writing now and in the future 
In 2025 and beyond, brands must be deliberate about what they publish and how every punctuation mark and micro-choice may be received by young, emerging consumers. It’s no longer enough to write “well.” Every piece of content must signal humanity and feel authentically human. 

It all starts with knowing your audience on a deep level through research, interviews, social listening and testing to uncover how your brand identity, voice, tone, style and content resonate with consumers. 

Vendi’s research and creative work across higher education, healthcare, government and B2B demonstrates how culturally informed research and thoughtful copywriting can create authentic connections. For example:

• Wisconsin Department of Health Services: Interviews with healthcare professionals revealed insights about patients’ mental health challenges. We developed messaging that encouraged action without patronizing, creating a sensitive but authentic communications strategy.
  
  
• UW–Madison Online Undergraduate Degree: Audience research and interviews revealed the barriers “stopout” students faced in completing their degrees. Our campaigns combined empathy with clear messaging, resulting in highly engaging videos and content that connect with prospective returning students.

Language evolves with every generation, and AI has accelerated the pace of change, shaping how younger audiences perceive voice, tone and trust.

At Vendi, we help businesses craft copy and content that goes beyond grammatical correctness. We develop digital content strategies that speak to audiences authentically and drive results. We’d love to help you explore your audience’s brand sentiments and behaviors and strengthen your content and messaging strategies. Reach out to start the conversation.

Sources

“How Gen Z feels about AI-generated content” – ContentGrip

“AI suspicion is costing brands real money and they call it 'AI stink'” – ContentGrip

“Nike Reintroduces “Just Do It” to Today’s Generation with “Why Do It?” Campaign” – Nike

“Gen Z’s Growing Distrust of AI” – Artificial Intelligence +

“Gen Z’s brand preferences: The end of experience economy?” – Anastasia Butrym (Medium)

“Marketing Preferences by Generation: A Helpful Guide” – Sogolytics