Analysis

March 11, 2026

It’s time for AI to worry about humans

Startups desperate to stand out from AI slop are turning to spruced-up branded content pros — the ‘storytellers’


Éanna Kelly

5 min read

We may never again read the word "quietly" without suspecting AI is behind it. Or the once perfectly good construction, "It's not just X — it's Y" — which AI has planted its flag squarely in the middle of.

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Éanna Kelly

Éanna Kelly is a contributing editor at Sifted, and writes Startup Life , a weekly newsletter on what it takes to build a startup. Follow him on X and LinkedIn

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