The currency of Language.

Once upon a time, words were so revered they were believed to be magic.

They shaped revolutions, crowned leaders, and cemented legacies.

Churchill’s speeches rallied nations.

Baldwin’s prose reshaped racial discourse.

The right word, at the right moment, had the power to move history.

Today. With generative AI producing billions of lines of copy daily, the currency of language feels inflated. Their meaning skewed, and met with scepticism by its reader.

A 2024 MIT study found that over 60% of online text may soon be machine-generated, blurring the line between authentic voice and algorithmic filler.

For brands, this is both a challenge and an opportunity. The temptation is to chase speed and scale: more blogs, more captions, more ads. Yet audiences, bombarded by sameness, crave something rarer: words that sound human, that carry intent, that choose resonance over reach.

History reminds us that authenticity always cuts through. the writers who will endure are those who wield words with precision. Likewise, in an era of endless AI output, resonance -not volume-becomes the measure of value.

Caprice believes the future belongs to those who write with care. Where AI floods the market with language, elegance and truth become scarce commodities. Words may be everywhere - but their weight, when chosen well, remains immeasurable.

Caprice Digital

A London-based boutique marketing agency.

https://www.caprice.digital
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