AI is making us ramble… Here’s how to break the habit

There’s a new plague in B2B marketing. It’s not AI stealing our jobs.
It’s AI making us ramble.

Sales pitches read like encyclopedias. LinkedIn posts could pass for master’s theses. And every “quick update” somehow turns into 1,200 words.
Not because we lack talent, but because we’re afraid of being misunderstood.

This reflex to over-explain, to include everything, to repeat “just in case,” rarely happens consciously. It often comes from a tough context: lack of time, project overload, pressure to deliver.

A symptom of a bigger issue

According to the 2026 B2B Marketing Study in Quebec by Bang Marketing, 35% of marketing teams say their workload exceeds their capacity. That number jumps to 47% for small teams. Content editing often becomes the adjustment variable: we rush to produce, hit publish without filtering, and react instead of planning.

Add to that the widespread use of AI, 87% of businesses use it to generate content, and the issue only gets worse. AI generates quickly, but it doesn’t prioritize.

It’s not quantity that kills effectiveness. It’s the lack of clarity.

Simpler ≠ Weaker

Lightening a message doesn’t mean dumbing it down. It means letting it travel.

A PowerPoint that gets straight to the point, a LinkedIn post with one clear idea, a presentation that tells a story instead of reciting an argument, these are the formats that drive engagement.

For example, a 12-page slide deck can often be distilled into four well-crafted slides: a problem, a solution, a proof point, and an invitation to talk. You don’t need to say everything to be convincing.

It’s not about making everything shorter. It’s about knowing where to be brief, where to go deep, and where to stay silent.

Three questions to sharpen your message

Before hitting publish, ask yourself:

• What should the audience remember?
• What do they absolutely need to understand to take action?
• What can be removed without weakening the message?

A strong piece of content can survive a 20% cut.
If it still works, it was too long to begin with.

Attention is a scarce resource

In 2026, over half of companies plan to ramp up video production, mainly short-form content for social media, according to the 2026 B2B Marketing Study in Quebec by Bang Marketing. That’s no coincidence: short formats force you to distill your message. They cut the fluff by necessity.

What short content teaches us is that audiences aren’t afraid of depth. They’re afraid of clutter.

Making it simple, practically

Simplifying content isn’t about watering it down. It’s about adapting to your channel, your audience, and your context. Here are a few easy guidelines to avoid overloading your message:

Three shortcuts that make a big difference

• Storytelling: A real-life example or customer case can replace three paragraphs of explanation.
• Surprise: An unexpected stat or a disruptive line of copy helps recapture attention.
• Editing instincts: If a sentence starts with “also,” “notably,” or “it’s worth noting,” odds are it’s slowing things down.

Need a fresh perspective?

Lightening a message without emptying it, that’s the tricky part.
At Bang Marketing, we help B2B teams turn long, fuzzy, or overly technical content into messages that actually move people.

Pitch decks, presentations, blog posts, service offers: they can all benefit from saying less, better. Get in touch!