Are We Overusing AI Language? The Rise of “Not Just This — It’s That”
When it comes to language, sometimes things are more than what they seem. The phrase structure, “It’s not just this — it’s that,” has become a hallmark of AI-generated writing, evolving from a potential indicator of synthetic content to an almost certain giveaway.
Insights from Barron’s: AI Language in Corporate Communications
My curiosity was piqued when I stumbled upon a Barron’s report discussing the surge of this phrase in corporate communication. What began as mere intrigue quickly turned into amusement as the report dove into the extensive use of this phrasing across various corporate news releases, earnings reports, and government filings through data from market intelligence firm AlphaSense.
An Epidemic of Expression
According to Barron’s findings, this sentence construction is not merely a stylistic choice—it’s become an epidemic, skyrocketing from approximately 50 occurrences in 2023 to over 200 expected by 2025.

Real-World Examples of AI Phraseology
The data is reflective of a broader trend, as shown by these notable examples from the past year:
- “In 2025, AI won’t just be a tool; it will be a collaborator.” (Cisco)
- “The future of autonomy isn’t just on the horizon; it’s already unfolding.” (Accenture)
- “DevOps teams are managing not just deployments, but also security compliance and cloud spending.” (Workday)
- “These systems aren’t just executing tasks; they’re starting to learn, adapt, and collaborate.” (McKinsey)
- “When Bill founded Microsoft, he envisioned not just a software company, but a software factory, unconstrained by any single product or category.” (Satya Nadella in a Microsoft blog post)
- “It’s not just about building tools for specific roles or tasks. It’s about building tools that empower everyone to create their own tools.” (The same Microsoft blog post.)
- “Just imagine if all 8 billion people could summon a researcher … not just to get information but use their expertise to get things done that benefit them.” (Still, that same Microsoft blog post.)
AI Trends: A Reflection of Our Writing Style
The prevalence of this phrase isn’t merely coincidental; it’s indicative of the writing styles that something like generative AI has been trained on. It raises ethical questions about the use of our language data without consent, a point that goes beyond mere irritation for writers—it arguably violates their rights. Beyond this phrasing, even elements like em-dashes are becoming recognized as indicators of AI-generated content.
A Deeper Look into the Future of Corporate Language
This trend transcends being just a humorous observation; it signifies the increasing reliance of companies on AI technologies. While we can’t definitively state whether the examples above were crafted with AI assistance, next time you encounter this sentence construction, remember—it’s not merely catchy prose; it may signal a larger shift in how we communicate.
Sure! Here are five FAQs using the phrase "It’s not just one thing — it’s another thing."
FAQ 1: What do you mean by "It’s not just one thing — it’s another thing"?
Answer: This phrase means that there are multiple factors or elements involved in a situation, rather than a single cause. It emphasizes the complexity of an issue.
FAQ 2: Can you give an example of when this phrase might apply?
Answer: Absolutely! When discussing a project delay, you might say, "It’s not just one thing — it’s another thing," referring to budget constraints, resource shortages, and team miscommunication all contributing to the delay.
FAQ 3: How can understanding this concept help in problem-solving?
Answer: By recognizing that "it’s not just one thing — it’s another thing," you can approach problem-solving more comprehensively. It encourages looking at all contributing factors rather than focusing on a single issue, leading to more effective solutions.
FAQ 4: Is this phrase applicable in personal relationships?
Answer: Yes! In relationships, you might say, "It’s not just one thing — it’s another thing" to describe how various issues, like communication problems and differing expectations, can impact the relationship as a whole.
FAQ 5: How can I apply this mindset in my daily life?
Answer: Embracing the idea that "it’s not just one thing — it’s another thing" can help you be more patient and understanding. When faced with challenges, remind yourself to consider all factors at play, leading to more thoughtful responses.











