Spotting “AI Speak” in Proposals — and Why It Matters

The use of “AI Speak” in proposals is a tell-tale sign that writers are using generative AI (GenAI) to create proposal content when they are constrained by time, missing information, or unfamiliar with proposal requirements. AI can speed up content generation, but if not used correctly, it leaves a trail of AI Speak that experienced proposal reviewers and evaluators can spot from a mile away. While this is not inherently a GenAI problem, it is a problem of writers not understanding the power and limitations of using GenAI for proposal content creation.

What “AI Speak” Looks Like

AI Speak isn’t about grammatical errors. In fact, if the grammar and syntax are perfect, it’s usually written by a machine. Characteristics of AI Speak include:

1. Lack of a detailed understanding – There’s no demonstrated understanding of the size, scope, or complexity of the work and challenges that may impact the mission.
2. Shallow customization – The agency or program name might be replaced, but the solution content still seems reused from another bid.
3. Overexplaining the obvious – AI sometimes defines terms or concepts that an evaluator already knows, wasting valuable page space, because it doesn’t understand the audience’s technical background.
4. Oddly uniform sentence structure – Paragraphs share the same rhythm and length, resulting in a “flat” tone that lacks the natural variation found in human writing.
5. Overly polite or formal language – Phrases seem unnecessarily formal or overly deferential in a typical work setting, such as, “If it wouldn’t be too much trouble on your part…”
6. Grammatical issues – Sentences frequently include em-dashes, and grammar and syntax are flawless.
7. Overuse of “buzz clusters” – AI tends to string together buzzwords (e.g., innovative, cutting-edge, mission-focused, robust, scalable, seamless) without connecting them to the customer’s actual problem. We also refer to these as the 100 words that kill your proposal.

Why AI Speak is a Problem

AI Speak can hurt your score because evaluators are looking for:

• A distinct voice that demonstrates your understanding of the requirements and differentiates you from the competition.
• Direct responses to requirements, not fillers.
• Evidence-based strengths tied to the RFP’s evaluation factors.

If the evaluator feels like they are reading AI Speak, your proposal score is toast.

How to Spot AI Speak and Fix It Before Reviews

Before proposal reviews, proposal managers, writers, and editors should:

• Cross-check against the RFP – Every section should explicitly answer the requirements and include proof points and stories about how you overcame challenges and provided value to customers.
• Eliminate over- or under-explaining – Since AI doesn’t understand the evaluator’s background, verify you are not over- or under-explaining topics to save on page real estate.
• Read aloud for authenticity – If it sounds like a brochure or press release, you might be in “AI Speak” territory.
• Add “human fingerprints” – Include customer-specific anecdotes, case studies, metrics, and success stories that an AI tool couldn’t fabricate.
• Vary sentence structure – Use a mixture of short, punchy statements with longer, descriptive sentences for a more natural read.
• Add a strengths-based review – Score your proposal like an evaluator and make actionable recommendations for improving your score. For more information about Strength-Based Winning^®, click here.

The Bottom Line About AI Speak: How to Solve the Problem

GenAI is a powerful tool, but it’s only as effective as the person using it. When used correctly, it can help teams generate first drafts faster, uncover risks, and tailor content to complex requirements. But when misused, it leaves behind AI Speak that weakens your message, masks your value, and tanks your proposal score.

At Lohfeld Consulting, we teach proposal professionals how to harness GenAI the right way. This includes using GenAI to research, draft, review, and transform content into winning narratives that are responsive, evaluator-focused, and authentically human. Register for our GenAI for Proposal Professionals class to learn how to eliminate AI Speak and generate high-scoring proposals, or contact us to see how our experts can support your proposal development, writing, and review process. Let’s ensure your next proposal maximizes your score and wins the contract.

Relevant Information

• What is the Greatest ROI When Using AI for Proposals?

• AI Notetakers Replacing Humans? The Meeting Just Got Weird

• How to Use GenAI to Move Proposals from Good to Great

By Brenda Crist, Vice President at Lohfeld Consulting Group, MPA, CPP APMP Fellow

Lohfeld Consulting Group has proven results specializing in helping companies create winning captures and proposals. As the premier capture and proposal services consulting firm focused exclusively on government markets, we provide expert assistance to government contractors in Capture Planning and Strategy, Proposal Management and Writing, Capture and Proposal Process and Infrastructure, and Training. In the last 3 years, we’ve supported over 550 proposals winning more than $170B for our clients—including the Top 10 government contractors. Lohfeld Consulting Group is your “go-to” capture and proposal source! Start winning by contacting us at www.lohfeldconsulting.com and join us on LinkedIn, Facebook, and YouTube^(TM).