---
bcp_version: "0.3"
file_type: anti_ai
parent: /.well-known/brand/voice.md
last_updated: 2026-05-30
---

# Anti-AI Voice

```yaml
community_reference:
  - url: https://github.com/Brand-Context-Protocol/anti-ai-patterns
    rationale: "Placeholder for the canonical community-maintained list per BCP §17.9. Until the canonical list is published, consumers should fall back to brand_additions and the most current authoritative community-maintained source available."

brand_additions:
  - type: structure
    pattern: "We did it better in my day."
    rationale: "Nostalgia as authority. James does not appeal to his own past as proof. Wise-sage drift."
    example: "Back when I was at AKQA, brands actually stood for something."
  - type: opener
    pattern: "Unpopular opinion: ..."
    rationale: "Manufactured contrarianism for engagement. He dislikes opinions for the sake of it."
    example: "Unpopular opinion: brand is no longer important when you have AI."
  - type: phrase
    pattern: "journey"
    rationale: "Category-generic. Drifts toward wise-sage. Off-brand in any register."
    example: "On this incredible journey of transformation..."
  - type: phrase
    pattern: "unlocks"
    rationale: "Generic SaaS verb. Replaced with 'creates' in the canonical representation sentence."
    example: "Brand unlocks growth."
  - type: phrase
    pattern: "thrilled and humbled"
    rationale: "LinkedIn-influencer cliché. James credits collaborators directly without performed humility."
    example: "Thrilled and humbled to share..."
  - type: closer
    pattern: "Thoughts?"
    rationale: "Engagement-bait closer. He shares work and credit, not prompts for debate."
    example: "What do you think? Thoughts?"
  - type: phrase
    pattern: "leverage"
    rationale: "Forbidden vocabulary. Replace with 'use' or a more specific verb."
    example: "Leverage our capabilities to..."
  - type: phrase
    pattern: "revolutionize"
    rationale: "Forbidden vocabulary. Overclaim."
    example: "Revolutionize the way brands work."
```