Every result in the Does your AI-assisted work still sound like you? self-check resolves to a four-letter code and one of sixteen archetypes — from The Brand Champion to The Curious Observer . They sit where Reach × Voice meets Judgement × Belonging.
Your four letters describe how you show up across four dimensions. The first two place you on Reach × Voice; the last two on Judgement × Belonging.
Rows: Reach × Voice. Columns: Judgement × Belonging. Your type is where they meet.
You use AI to reach further, you make it argue back, a person signs off, and the work still sounds unmistakably like you — and you bring colleagues with you. This is what keeping a brand distinctive looks like when everyone has the same tools.
Watch out for: Your pace can leave less confident colleagues feeling behind. Slow down to show one person how you do it.
You get real reach from AI, the work keeps its own voice, and you check it hard before anything goes out. You've worked most of this out on your own.
Watch out for: What you know lives in your head. Write down your best prompt and your sign-off check, and share them.
You put AI to work, the work keeps a voice of its own, and you bring others along generously. You tend to trust what it gives you.
Watch out for: Instinct catches tone, not errors. One confident wrong fact undoes a lot of trust — add a challenge step before it goes out.
You use AI a lot and your work still sounds like you, mostly through instinct. You tend to take its facts as given and work it out alone.
Watch out for: Make it argue the other side before you publish, and check anything that sounds certain. Then show a colleague what you've learned.
You use AI widely, you check its work carefully, and you bring people with you. The voice is starting to drift towards the familiar.
Watch out for: Correct isn't the same as distinctive. Ask AI to flag anything that could have come from any brand — then rewrite those lines yourself.
You produce a lot with AI and check it thoroughly, mostly on your own. The work is accurate, and increasingly sounds like everyone else's.
Watch out for: Accuracy is the floor, not the ceiling. Put the time AI saves into the lines only a person could write — and share what you've learned.
You're all in on AI and you share what's working with everyone. The output is getting generic and you tend to take it as given.
Watch out for: Enthusiasm spreads habits fast — including the generic ones. Add one challenge prompt before you pass a shortcut on.
You're getting a lot more out of the door with AI, working mostly alone and taking its output largely as given. Volume is up; distinctiveness is slipping.
Watch out for: This is the sameness trap at full speed. Slow down one piece a week: make it argue back, rewrite it in your own voice, and see the difference.
You use AI sparingly, the work has a strong voice, you question everything, and colleagues come to you. You're the conscience of the team on this.
Watch out for: Your caution can become the team's ceiling. Try one low-stakes experiment and share what you find — good or bad.
You hold back on AI, protect a distinctive voice by doing the work yourself, and you see the risks clearly — mostly on your own.
Watch out for: Being right about the risks only helps if people hear it. Share your concerns as a checklist, not a warning.
Your work has a voice of its own and you bring people with you, though AI is still a small part of how you work. When you do use it, you tend to trust it.
Watch out for: Let AI take the drudge work so your stories reach further — and when you use it, make it argue back.
Your work is distinctive and mostly hand-made. AI plays a small part, and you work things out on your own.
Watch out for: Your craft is the asset. One experiment — handing AI the first draft of something routine — could buy you time for the work only you can do.
You're careful with AI, you question what it gives you, and you share with colleagues. The work itself has drifted towards the safe and familiar.
Watch out for: Your judgement is the hard part, and you have it. Now use AI to challenge drafts for sameness, not just for errors.
You keep AI at arm's length and check it hard when you do use it. The work is accurate, and could be more distinctive.
Watch out for: Scepticism is a strength. Turn it on the generic too — ask what in this piece only your brand could say.
You're early on with AI, keen to learn and happy to learn alongside others. You tend to take its output as given for now.
Watch out for: Learn the one habit that matters most early: ask it to argue back. Everything else is easier from there.
AI isn't a big part of your work yet, and you're working out where it fits on your own. That's a fine place to start.
Watch out for: Pick one small, low-stakes task, try it with a colleague, and make AI argue back once. You will learn more in an hour than in a month of watching.