{
  "name": "Naturable AI words to avoid",
  "source": "https://naturable.app/en/ai-words-to-avoid/",
  "license": "CC BY 4.0 — credit \"Naturable (naturable.app)\" with a link",
  "rules": "en-v1.1",
  "generated": "2026-10-23",
  "terms": [
    {
      "term": "delve",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "The best-known chatbot tell. It promises depth and then gives a summary. People rarely say it out loud.",
      "instead": "look at · dig into · cover · or just name the topic",
      "before": "Let's delve into the pricing changes for Q3.",
      "after": "Here's what changes in Q3 pricing.",
      "status": "checked",
      "rule": "en.lexicon.cliche",
      "url": "https://naturable.app/en/ai-words-to-avoid/#delve"
    },
    {
      "term": "leverage",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "Sounds strategic but usually just means use. Readers in business settings skim past it.",
      "instead": "use · apply · build on",
      "before": "We leverage customer feedback to plan the roadmap.",
      "after": "We read every support ticket before planning the roadmap.",
      "status": "checked",
      "rule": "en.lexicon.cliche",
      "url": "https://naturable.app/en/ai-words-to-avoid/#leverage"
    },
    {
      "term": "harness",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "A power-plant metaphor for ordinary use. It adds drama, not information.",
      "instead": "use · put to work · run",
      "before": "Harness the power of automation to save time.",
      "after": "Automate the weekly report and save two hours.",
      "status": "checked",
      "rule": "en.lexicon.cliche",
      "url": "https://naturable.app/en/ai-words-to-avoid/#harness"
    },
    {
      "term": "foster",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "A vague verb for cause and effect. It hides who did what.",
      "instead": "build · encourage · say what changed",
      "before": "The program aims to foster collaboration across teams.",
      "after": "The program pairs engineers and designers on one project each quarter.",
      "status": "checked",
      "rule": "en.lexicon.cliche",
      "url": "https://naturable.app/en/ai-words-to-avoid/#foster"
    },
    {
      "term": "embark",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "A voyage word for starting something. Usually followed by \"on a journey\".",
      "instead": "start · begin · set out to",
      "before": "Today we embark on a new chapter for the company.",
      "after": "Today we start selling in Canada.",
      "status": "checked",
      "rule": "en.lexicon.cliche",
      "url": "https://naturable.app/en/ai-words-to-avoid/#embark"
    },
    {
      "term": "elevate",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "Motivational verb with no mechanism. Elevate how, and by how much?",
      "instead": "improve · raise · say the result",
      "before": "These tips will elevate your writing.",
      "after": "These tips will make your emails shorter and easier to answer.",
      "status": "checked",
      "rule": "en.lexicon.cliche",
      "url": "https://naturable.app/en/ai-words-to-avoid/#elevate"
    },
    {
      "term": "showcase",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "Marketing gloss on show. Common in chatbot product copy.",
      "instead": "show · present · include",
      "before": "The gallery will showcase work from local artists.",
      "after": "The gallery shows work by twelve local artists.",
      "status": "checked",
      "rule": "en.lexicon.cliche",
      "url": "https://naturable.app/en/ai-words-to-avoid/#showcase"
    },
    {
      "term": "underscore the importance",
      "type": "word",
      "group": "verbs",
      "pos": "phrase",
      "why": "Announces that something matters instead of showing why.",
      "instead": "show why · give the consequence",
      "before": "This incident underscores the importance of backups.",
      "after": "We lost two days of data because the backup job had stopped in March.",
      "status": "checked",
      "rule": "en.lexicon.cliche",
      "url": "https://naturable.app/en/ai-words-to-avoid/#underscore-the-importance"
    },
    {
      "term": "navigate",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "Turns every problem into terrain. \"Navigate the complexities\" is a common pairing.",
      "instead": "handle · work through · deal with",
      "before": "We help you navigate the complexities of tax season.",
      "after": "We file your return and answer the follow-up letters.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#navigate"
    },
    {
      "term": "unlock",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "Implies a hidden prize behind a door. Usually followed by \"potential\".",
      "instead": "get · reach · make possible",
      "before": "Unlock new opportunities with our platform.",
      "after": "Find buyers in three new regions with our platform.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#unlock"
    },
    {
      "term": "streamline",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "A real word, overused to mean \"make better\" without saying how.",
      "instead": "simplify · cut steps · say which steps",
      "before": "We streamlined the onboarding process.",
      "after": "New users now sign up in two steps instead of five.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#streamline"
    },
    {
      "term": "empower",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "Grants power without saying what anyone can now do.",
      "instead": "let · help · give access to",
      "before": "Our tool empowers teams to own their data.",
      "after": "Our tool lets any team export its own data.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#empower"
    },
    {
      "term": "bolster",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "A formal intensifier for support or increase.",
      "instead": "strengthen · add to · support",
      "before": "The new hires will bolster our sales efforts.",
      "after": "The two new hires will cover the West Coast accounts.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#bolster"
    },
    {
      "term": "spearhead",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "A military verb for leading a project. Reads as résumé filler.",
      "instead": "lead · run · start",
      "before": "She spearheaded the migration project.",
      "after": "She led the migration to the new billing system.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#spearhead"
    },
    {
      "term": "revolutionize",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "Claims a revolution. Most products change one workflow.",
      "instead": "change · replace · say what's different",
      "before": "This app will revolutionize how you take notes.",
      "after": "This app turns voice memos into searchable notes.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#revolutionize"
    },
    {
      "term": "optimize",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "Correct in engineering, vague elsewhere. Optimize for what?",
      "instead": "speed up · cut · tune for",
      "before": "We optimized the checkout experience.",
      "after": "Checkout now loads in one second instead of four.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#optimize"
    },
    {
      "term": "facilitate",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "A bureaucratic way to say help or run.",
      "instead": "help · run · make easier",
      "before": "The tool facilitates communication between departments.",
      "after": "The tool gives each department one shared inbox.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#facilitate"
    },
    {
      "term": "utilize",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "A longer spelling of use. It adds syllables, not meaning.",
      "instead": "use",
      "before": "Students can utilize the library after hours.",
      "after": "Students can use the library after hours.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#utilize"
    },
    {
      "term": "resonate",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "Claims an emotional effect without evidence.",
      "instead": "matter to · appeal to · say who responded",
      "before": "This message will resonate with our audience.",
      "after": "Teachers in our survey picked this message first.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#resonate"
    },
    {
      "term": "illuminate",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "A light metaphor for explain.",
      "instead": "explain · show · make clear",
      "before": "This report illuminates the challenges facing nurses.",
      "after": "This report shows that nurses work 52 hours a week on average.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#illuminate"
    },
    {
      "term": "cultivate",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "A gardening metaphor for build or grow.",
      "instead": "build · grow · develop",
      "before": "We cultivate a culture of learning.",
      "after": "Every engineer gets a $1,000 yearly training budget.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#cultivate"
    },
    {
      "term": "unveil",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "Theatrical word for announce or release.",
      "instead": "announce · release · show",
      "before": "We're excited to unveil our new feature.",
      "after": "Our new feature is live today.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#unveil"
    },
    {
      "term": "transform",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "Claims a total change. Usually one thing improved.",
      "instead": "change · improve · say what changed",
      "before": "AI is transforming the way we work.",
      "after": "Our support team now drafts replies with AI and edits them.",
      "status": "checked",
      "rule": "en.hollow.generic_conclusion",
      "url": "https://naturable.app/en/ai-words-to-avoid/#transform"
    },
    {
      "term": "boasts",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "Travel-brochure verb for has. Chatbots use it in every place description.",
      "instead": "has · offers · includes",
      "before": "The hotel boasts a rooftop pool.",
      "after": "The hotel has a rooftop pool.",
      "status": "checked",
      "rule": "en.lexicon.cliche",
      "url": "https://naturable.app/en/ai-words-to-avoid/#boasts"
    },
    {
      "term": "strive",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "Effort without outcome. What did you achieve?",
      "instead": "try · aim · say the result",
      "before": "We strive to deliver excellence.",
      "after": "We answer support emails within four hours.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#strive"
    },
    {
      "term": "ensure",
      "type": "word",
      "group": "verbs",
      "pos": "verb",
      "why": "Fine in contracts. In copy it's a promise with no method.",
      "instead": "make sure · check · say how",
      "before": "Our process ensures quality at every step.",
      "after": "Two reviewers sign off on every release.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#ensure"
    },
    {
      "term": "tapestry",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "A weaving metaphor for any mix of things. It hides what the parts are.",
      "instead": "mix · range · name the parts",
      "before": "The city is a rich tapestry of cultures.",
      "after": "About 40% of the city's residents were born abroad.",
      "status": "checked",
      "rule": "en.lexicon.cliche",
      "url": "https://naturable.app/en/ai-words-to-avoid/#tapestry"
    },
    {
      "term": "realm",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "A fantasy word for an ordinary area or field.",
      "instead": "area · field · topic",
      "before": "In the realm of personal finance, budgeting comes first.",
      "after": "In personal finance, budgeting comes first.",
      "status": "checked",
      "rule": "en.lexicon.cliche",
      "url": "https://naturable.app/en/ai-words-to-avoid/#realm"
    },
    {
      "term": "landscape",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "An abstract stand-in for a real market or field.",
      "instead": "the market · the field · name it",
      "before": "The competitive landscape is shifting fast.",
      "after": "Two new competitors launched cheaper plans this year.",
      "status": "checked",
      "rule": "en.lexicon.cliche",
      "url": "https://naturable.app/en/ai-words-to-avoid/#landscape"
    },
    {
      "term": "journey",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "Turns any process into a quest. Common in onboarding and wellness copy.",
      "instead": "process · path · the steps",
      "before": "We're here to support you on your fitness journey.",
      "after": "We'll send you a new workout plan every week.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#journey"
    },
    {
      "term": "testament",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "\"A testament to\" announces proof without giving it.",
      "instead": "shows · proves · give the evidence",
      "before": "The award is a testament to our team's hard work.",
      "after": "The team shipped 14 releases this year and won the award.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#testament"
    },
    {
      "term": "beacon",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "A lighthouse metaphor for an example or leader.",
      "instead": "example · leader · model",
      "before": "The school is a beacon of excellence.",
      "after": "The school's graduation rate is 97%.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#beacon"
    },
    {
      "term": "cornerstone",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "A building metaphor for main part or basis.",
      "instead": "basis · main part · core",
      "before": "Trust is the cornerstone of our business.",
      "after": "We refund any order, no questions asked.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#cornerstone"
    },
    {
      "term": "synergy",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "The classic buzzword for things working together.",
      "instead": "working together · combined effect · say the result",
      "before": "The merger creates synergy between the two brands.",
      "after": "After the merger, both brands share one delivery network.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#synergy"
    },
    {
      "term": "paradigm",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "Academic word for model or approach, inflated in everyday copy.",
      "instead": "model · approach · way of working",
      "before": "This is a new paradigm for remote work.",
      "after": "This is a new way to run remote meetings.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#paradigm"
    },
    {
      "term": "ecosystem",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "A biology metaphor for a group of products or companies.",
      "instead": "set of tools · network · the products",
      "before": "Our ecosystem of integrations keeps growing.",
      "after": "We now connect to 120 other apps.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#ecosystem"
    },
    {
      "term": "interplay",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "Suggests a subtle relationship without describing it.",
      "instead": "how X affects Y · the link between",
      "before": "The interplay between sleep and mood is complex.",
      "after": "Poor sleep makes bad moods more likely, and the reverse is also true.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#interplay"
    },
    {
      "term": "myriad",
      "type": "word",
      "group": "nouns",
      "pos": "noun / adj.",
      "why": "A big-sounding word for many.",
      "instead": "many · dozens · give the number",
      "before": "There are a myriad of options to choose from.",
      "after": "There are about 30 options to choose from.",
      "status": "checked",
      "rule": "en.lexicon.cliche",
      "url": "https://naturable.app/en/ai-words-to-avoid/#myriad"
    },
    {
      "term": "plethora",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "Another inflated word for many, often used where \"some\" would do.",
      "instead": "many · a lot of · give the number",
      "before": "The app offers a plethora of features.",
      "after": "The app has 12 features; you'll use about three.",
      "status": "checked",
      "rule": "en.lexicon.cliche",
      "url": "https://naturable.app/en/ai-words-to-avoid/#plethora"
    },
    {
      "term": "symphony",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "A music metaphor for things working together.",
      "instead": "mix · combination · name the parts",
      "before": "The dish is a symphony of flavors.",
      "after": "The dish is sweet, sour and a little smoky.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#symphony"
    },
    {
      "term": "labyrinth",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "A maze metaphor for anything complicated.",
      "instead": "maze · tangle · say what's confusing",
      "before": "Navigating the labyrinth of regulations is hard.",
      "after": "There are four agencies to file with, and each wants different forms.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#labyrinth"
    },
    {
      "term": "treasure trove",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "A pirate metaphor for a useful collection.",
      "instead": "collection · archive · a lot of",
      "before": "The archive is a treasure trove of information.",
      "after": "The archive holds 30 years of city council minutes.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#treasure-trove"
    },
    {
      "term": "game-changer",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "Claims a change in the rules of the game. Rarely true.",
      "instead": "big improvement · say what changed",
      "before": "This feature is a game-changer for small teams.",
      "after": "This feature lets a team of three handle 200 tickets a day.",
      "status": "checked",
      "rule": "en.lexicon.journey_unlock",
      "url": "https://naturable.app/en/ai-words-to-avoid/#game-changer"
    },
    {
      "term": "insights",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "A vague plural that could mean data, findings or opinions.",
      "instead": "findings · data · what we learned",
      "before": "The dashboard provides valuable insights.",
      "after": "The dashboard shows which pages lose visitors.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#insights"
    },
    {
      "term": "intricacies",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "Hints at complexity and then skips it.",
      "instead": "details · how it works · the hard parts",
      "before": "We explore the intricacies of contract law.",
      "after": "We explain how termination clauses work.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#intricacies"
    },
    {
      "term": "multitude",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "A crowd word for many.",
      "instead": "many · lots of · give the number",
      "before": "A multitude of factors affect pricing.",
      "after": "Three things set the price: fuel, labor and demand.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#multitude"
    },
    {
      "term": "nuance",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "Signals subtlety without supplying any.",
      "instead": "detail · exception · say the exception",
      "before": "There is a lot of nuance to this issue.",
      "after": "The rule has two exceptions: veterans and full-time students.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#nuance"
    },
    {
      "term": "the power of",
      "type": "word",
      "group": "nouns",
      "pos": "phrase",
      "why": "Turns a tool into a force. \"Harness the power of\" is a common pairing.",
      "instead": "drop it · say what the tool does",
      "before": "Discover the power of data-driven decisions.",
      "after": "Decide using last month's sales numbers, not guesses.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#the-power-of"
    },
    {
      "term": "key takeaways",
      "type": "word",
      "group": "nouns",
      "pos": "phrase",
      "why": "A slide-deck heading pasted into prose.",
      "instead": "what to remember · summary · or just list them",
      "before": "Here are the key takeaways from the meeting.",
      "after": "We agreed on two things: ship Friday and hire one designer.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#key-takeaways"
    },
    {
      "term": "stakeholders",
      "type": "word",
      "group": "nouns",
      "pos": "noun",
      "why": "A catch-all for people who care. Who exactly?",
      "instead": "customers · staff · investors · name them",
      "before": "We will update all stakeholders next week.",
      "after": "We will email customers and staff next week.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#stakeholders"
    },
    {
      "term": "robust",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Claims strength without saying how. Right for statisticians, vague in product copy.",
      "instead": "say what it survives (load, errors, edge cases)",
      "before": "We built a robust platform for growing teams.",
      "after": "The platform handled 2 million requests on launch day without downtime.",
      "status": "checked",
      "rule": "en.lexicon.cliche",
      "url": "https://naturable.app/en/ai-words-to-avoid/#robust"
    },
    {
      "term": "seamless",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Every product claims it, so nobody believes it.",
      "instead": "describe the steps that disappear",
      "before": "Enjoy a seamless checkout experience.",
      "after": "Check out in one tap with a saved card.",
      "status": "checked",
      "rule": "en.lexicon.cliche",
      "url": "https://naturable.app/en/ai-words-to-avoid/#seamless"
    },
    {
      "term": "pivotal",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Inflates importance.",
      "instead": "key · deciding · or show the consequence",
      "before": "This was a pivotal moment for the company.",
      "after": "After this deal, revenue doubled within a year.",
      "status": "checked",
      "rule": "en.lexicon.cliche",
      "url": "https://naturable.app/en/ai-words-to-avoid/#pivotal"
    },
    {
      "term": "crucial",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "An intensifier that replaces the reason something matters.",
      "instead": "important · necessary · say why",
      "before": "It is crucial to back up your files.",
      "after": "Back up your files; a dead drive can't be repaired.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#crucial"
    },
    {
      "term": "vital",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Same job as crucial. Often in \"plays a vital role\".",
      "instead": "needed · important · say why",
      "before": "Exercise plays a vital role in heart health.",
      "after": "Regular exercise lowers blood pressure.",
      "status": "checked",
      "rule": "en.lexicon.play_role",
      "url": "https://naturable.app/en/ai-words-to-avoid/#vital"
    },
    {
      "term": "comprehensive",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Promises completeness. Readers assume it isn't.",
      "instead": "full · complete · say what's covered",
      "before": "Read our comprehensive guide to email marketing.",
      "after": "Read our guide to email marketing: lists, subject lines and timing.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#comprehensive"
    },
    {
      "term": "cutting-edge",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Claims newness with a cliché.",
      "instead": "new · latest · name the technology",
      "before": "We use cutting-edge technology.",
      "after": "We use the same chips as this year's phones.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#cutting-edge"
    },
    {
      "term": "innovative",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Self-applied, it means little. Let the reader decide.",
      "instead": "new · first · say what's new",
      "before": "Our innovative approach saves you time.",
      "after": "We schedule your posts based on when your followers are online.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#innovative"
    },
    {
      "term": "dynamic",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "A filler adjective for anything that changes or moves.",
      "instead": "changing · fast · active · or drop it",
      "before": "Join our dynamic team.",
      "after": "Join a team of nine that ships every week.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#dynamic"
    },
    {
      "term": "transformative",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Claims a big change without describing it.",
      "instead": "say what changed, and how much",
      "before": "The training had a transformative impact on staff.",
      "after": "After the training, staff closed 30% more tickets.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#transformative"
    },
    {
      "term": "meticulous",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Claims care instead of describing the process.",
      "instead": "careful · say what you check",
      "before": "Every product undergoes meticulous testing.",
      "after": "We test every product for 48 hours before it ships.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#meticulous"
    },
    {
      "term": "intricate",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Claims complexity, then moves on.",
      "instead": "detailed · complex · show one detail",
      "before": "The watch has an intricate design.",
      "after": "The watch has 212 hand-finished parts.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#intricate"
    },
    {
      "term": "vibrant",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "The default chatbot adjective for cities, colors and communities.",
      "instead": "lively · bright · say what's there",
      "before": "Explore the vibrant streets of Lisbon.",
      "after": "Lisbon's old town has tiled facades and steep tram lines.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#vibrant"
    },
    {
      "term": "bustling",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Always paired with markets and cities in AI travel copy.",
      "instead": "busy · crowded",
      "before": "Wander through the bustling markets.",
      "after": "The market gets crowded by 9 a.m.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#bustling"
    },
    {
      "term": "nestled",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Real-estate cliché for located.",
      "instead": "in · near · between",
      "before": "The cabin is nestled in the hills.",
      "after": "The cabin is in the hills, 20 minutes from town.",
      "status": "checked",
      "rule": "en.lexicon.cliche",
      "url": "https://naturable.app/en/ai-words-to-avoid/#nestled"
    },
    {
      "term": "holistic",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Means \"looks at the whole thing\" but rarely says which parts.",
      "instead": "whole · complete · name the parts",
      "before": "We take a holistic approach to wellness.",
      "after": "We look at sleep, diet and stress together.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#holistic"
    },
    {
      "term": "groundbreaking",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "A claim reserved for actual breakthroughs, used for everything.",
      "instead": "new · first · say what's new",
      "before": "This groundbreaking study changes everything.",
      "after": "This study is the first to follow patients for ten years.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#groundbreaking"
    },
    {
      "term": "unparalleled",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "An unprovable superlative.",
      "instead": "best · or show the comparison",
      "before": "We offer unparalleled customer service.",
      "after": "We answer the phone in under a minute, every day.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#unparalleled"
    },
    {
      "term": "ever-evolving",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Usually attached to a landscape. Everything changes.",
      "instead": "changing · or say what changed",
      "before": "In this ever-evolving industry, you need to adapt.",
      "after": "Prices in this industry changed three times this year.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#ever-evolving"
    },
    {
      "term": "invaluable",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Claims huge value without a number.",
      "instead": "useful · say what it saved",
      "before": "Her feedback was invaluable.",
      "after": "Her feedback caught two bugs before launch.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#invaluable"
    },
    {
      "term": "profound",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Inflates an effect or idea.",
      "instead": "deep · large · show the effect",
      "before": "The policy had a profound impact.",
      "after": "The policy cut wait times by half.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#profound"
    },
    {
      "term": "compelling",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Tells the reader they're convinced.",
      "instead": "strong · persuasive · give the reason",
      "before": "The data makes a compelling case.",
      "after": "The data shows sales rose in every store that tried it.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#compelling"
    },
    {
      "term": "captivating",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Tells the reader they're interested.",
      "instead": "interesting · say what happens",
      "before": "The book offers a captivating story.",
      "after": "The book follows a nurse through one night in an ER.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#captivating"
    },
    {
      "term": "versatile",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Means \"does several things\" — then list them.",
      "instead": "flexible · name the uses",
      "before": "This versatile tool suits every project.",
      "after": "The tool cuts wood, metal and tile.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#versatile"
    },
    {
      "term": "paramount",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "A formal superlative for important.",
      "instead": "most important · first",
      "before": "Safety is paramount.",
      "after": "Safety comes first: we stop the line if anyone reports a hazard.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#paramount"
    },
    {
      "term": "unwavering",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "A ceremonial adjective for commitment or support.",
      "instead": "steady · constant · show it",
      "before": "We have an unwavering commitment to quality.",
      "after": "We have recalled two products in ten years and refunded every buyer.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#unwavering"
    },
    {
      "term": "remarkable",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Tells the reader to be impressed.",
      "instead": "notable · surprising · show why",
      "before": "The results were remarkable.",
      "after": "Error rates fell from 8% to 1%.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#remarkable"
    },
    {
      "term": "enhanced",
      "type": "word",
      "group": "adjectives",
      "pos": "adj.",
      "why": "Product-update filler for better.",
      "instead": "better · faster · say how much",
      "before": "Enjoy enhanced performance.",
      "after": "Pages load twice as fast.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#enhanced"
    },
    {
      "term": "Furthermore",
      "type": "word",
      "group": "adverbs",
      "pos": "transition",
      "why": "A formal connector that chatbots use to start paragraph after paragraph.",
      "instead": "also · and · or nothing",
      "before": "Furthermore, the plan saves money.",
      "after": "The plan also saves money.",
      "status": "checked",
      "rule": "en.lexicon.transition_stack",
      "url": "https://naturable.app/en/ai-words-to-avoid/#furthermore"
    },
    {
      "term": "Moreover",
      "type": "word",
      "group": "adverbs",
      "pos": "transition",
      "why": "Same job as furthermore, even more formal.",
      "instead": "also · and · besides",
      "before": "Moreover, it is easy to set up.",
      "after": "It's also easy to set up.",
      "status": "checked",
      "rule": "en.lexicon.transition_stack",
      "url": "https://naturable.app/en/ai-words-to-avoid/#moreover"
    },
    {
      "term": "Additionally",
      "type": "word",
      "group": "adverbs",
      "pos": "transition",
      "why": "Adds a point without saying how it relates to the last one.",
      "instead": "also · and · or start with the point",
      "before": "Additionally, users can export data.",
      "after": "Users can also export their data.",
      "status": "checked",
      "rule": "en.lexicon.transition_stack",
      "url": "https://naturable.app/en/ai-words-to-avoid/#additionally"
    },
    {
      "term": "Consequently",
      "type": "word",
      "group": "adverbs",
      "pos": "transition",
      "why": "Fine for real cause and effect; often used for plain sequence.",
      "instead": "so · as a result",
      "before": "Consequently, sales went up.",
      "after": "So sales went up.",
      "status": "checked",
      "rule": "en.lexicon.transition_stack",
      "url": "https://naturable.app/en/ai-words-to-avoid/#consequently"
    },
    {
      "term": "Therefore",
      "type": "word",
      "group": "adverbs",
      "pos": "transition",
      "why": "Logic word that sometimes appears without any logic before it.",
      "instead": "so · that's why",
      "before": "Therefore, we recommend the premium plan.",
      "after": "That's why we recommend the premium plan.",
      "status": "checked",
      "rule": "en.lexicon.transition_stack",
      "url": "https://naturable.app/en/ai-words-to-avoid/#therefore"
    },
    {
      "term": "seamlessly",
      "type": "word",
      "group": "adverbs",
      "pos": "adverb",
      "why": "The adverb form of seamless, with the same problem.",
      "instead": "say what the user doesn't have to do",
      "before": "The app integrates seamlessly with your calendar.",
      "after": "The app adds bookings to your calendar automatically.",
      "status": "checked",
      "rule": "en.lexicon.cliche",
      "url": "https://naturable.app/en/ai-words-to-avoid/#seamlessly"
    },
    {
      "term": "notably",
      "type": "word",
      "group": "adverbs",
      "pos": "adverb",
      "why": "Points at importance instead of explaining it.",
      "instead": "drop it · or say why it matters",
      "before": "Notably, the report found a gap in training.",
      "after": "The report found that half the staff had no safety training.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#notably"
    },
    {
      "term": "ultimately",
      "type": "word",
      "group": "adverbs",
      "pos": "adverb",
      "why": "A sentence opener that signals a conclusion is coming.",
      "instead": "in the end · or drop it",
      "before": "Ultimately, the choice is yours.",
      "after": "You choose.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#ultimately"
    },
    {
      "term": "essentially",
      "type": "word",
      "group": "adverbs",
      "pos": "adverb",
      "why": "Softens a claim and adds length.",
      "instead": "drop it",
      "before": "Essentially, the tool saves you time.",
      "after": "The tool saves you about an hour a week.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#essentially"
    },
    {
      "term": "arguably",
      "type": "word",
      "group": "adverbs",
      "pos": "adverb",
      "why": "Hedges a claim instead of supporting it.",
      "instead": "drop it · or give the argument",
      "before": "This is arguably the best phone of the year.",
      "after": "This phone has the best battery life we tested this year.",
      "status": "watch",
      "rule": "",
      "url": "https://naturable.app/en/ai-words-to-avoid/#arguably"
    },
    {
      "term": "In today's digital landscape",
      "type": "phrase",
      "group": "openers",
      "pos": "phrase",
      "why": "The first line should start on your subject. These start on the state of the world.",
      "instead": "start with your subject",
      "before": "In today's digital landscape, small shops need a website.",
      "after": "Small shops get a third of their orders online.",
      "status": "checked",
      "rule": "en.structure.signpost",
      "url": "https://naturable.app/en/ai-words-to-avoid/#openers"
    },
    {
      "term": "In today's fast-paced world",
      "type": "phrase",
      "group": "openers",
      "pos": "phrase",
      "why": "The first line should start on your subject. These start on the state of the world.",
      "instead": "start with your subject",
      "before": "In today's fast-paced world, time is precious.",
      "after": "Most of our readers have ten minutes for lunch.",
      "status": "checked",
      "rule": "en.hollow.unsourced_everyone",
      "url": "https://naturable.app/en/ai-words-to-avoid/#openers"
    },
    {
      "term": "Let's dive in",
      "type": "phrase",
      "group": "openers",
      "pos": "phrase",
      "why": "The first line should start on your subject. These start on the state of the world.",
      "instead": "delete it",
      "before": "Ready to get started? Let's dive in.",
      "after": "Here are the five steps.",
      "status": "checked",
      "rule": "en.structure.signpost",
      "url": "https://naturable.app/en/ai-words-to-avoid/#openers"
    },
    {
      "term": "Without further ado",
      "type": "phrase",
      "group": "openers",
      "pos": "phrase",
      "why": "The first line should start on your subject. These start on the state of the world.",
      "instead": "delete it",
      "before": "Without further ado, here are the results.",
      "after": "Here are the results.",
      "status": "checked",
      "rule": "en.structure.signpost",
      "url": "https://naturable.app/en/ai-words-to-avoid/#openers"
    },
    {
      "term": "Here's what you need to know:",
      "type": "phrase",
      "group": "openers",
      "pos": "phrase",
      "why": "The first line should start on your subject. These start on the state of the world.",
      "instead": "say the thing",
      "before": "Here's what you need to know: the deadline moved.",
      "after": "The deadline moved to May 3.",
      "status": "checked",
      "rule": "en.structure.colon_throat",
      "url": "https://naturable.app/en/ai-words-to-avoid/#openers"
    },
    {
      "term": "At the end of the day",
      "type": "phrase",
      "group": "openers",
      "pos": "phrase",
      "why": "The first line should start on your subject. These start on the state of the world.",
      "instead": "delete it, or say when",
      "before": "At the end of the day, customers want value.",
      "after": "Customers pick the cheaper plan four times out of five.",
      "status": "checked",
      "rule": "en.structure.signpost",
      "url": "https://naturable.app/en/ai-words-to-avoid/#openers"
    },
    {
      "term": "Everyone knows that",
      "type": "phrase",
      "group": "openers",
      "pos": "phrase",
      "why": "The first line should start on your subject. These start on the state of the world.",
      "instead": "give the source, or drop the claim",
      "before": "Everyone knows that breakfast matters.",
      "after": "In our survey, people who ate breakfast reported more energy.",
      "status": "checked",
      "rule": "en.hollow.unsourced_everyone",
      "url": "https://naturable.app/en/ai-words-to-avoid/#openers"
    },
    {
      "term": "Great question!",
      "type": "phrase",
      "group": "leftovers",
      "pos": "phrase",
      "why": "Lines that only make sense in a chat window. They give a pasted draft away instantly.",
      "instead": "delete it",
      "before": "Great question! The office opens at 9.",
      "after": "The office opens at 9.",
      "status": "checked",
      "rule": "en.artifact.chat",
      "url": "https://naturable.app/en/ai-words-to-avoid/#leftovers"
    },
    {
      "term": "I hope this helps!",
      "type": "phrase",
      "group": "leftovers",
      "pos": "phrase",
      "why": "Lines that only make sense in a chat window. They give a pasted draft away instantly.",
      "instead": "end on your last point",
      "before": "Bring a photo ID. I hope this helps!",
      "after": "Bring a photo ID.",
      "status": "checked",
      "rule": "en.artifact.chat",
      "url": "https://naturable.app/en/ai-words-to-avoid/#leftovers"
    },
    {
      "term": "Let me break it down",
      "type": "phrase",
      "group": "leftovers",
      "pos": "phrase",
      "why": "Lines that only make sense in a chat window. They give a pasted draft away instantly.",
      "instead": "delete it",
      "before": "Let me break it down for you: there are two fees.",
      "after": "There are two fees.",
      "status": "checked",
      "rule": "en.artifact.let_me",
      "url": "https://naturable.app/en/ai-words-to-avoid/#leftovers"
    },
    {
      "term": "Feel free to reach out",
      "type": "phrase",
      "group": "leftovers",
      "pos": "phrase",
      "why": "Lines that only make sense in a chat window. They give a pasted draft away instantly.",
      "instead": "give one clear next step",
      "before": "Feel free to reach out with any questions.",
      "after": "Reply to this email if the invoice looks wrong.",
      "status": "checked",
      "rule": "en.artifact.chat",
      "url": "https://naturable.app/en/ai-words-to-avoid/#leftovers"
    },
    {
      "term": "As of my last update",
      "type": "phrase",
      "group": "leftovers",
      "pos": "phrase",
      "why": "Lines that only make sense in a chat window. They give a pasted draft away instantly.",
      "instead": "check the fact, then state it",
      "before": "As of my last update, the museum is closed on Mondays.",
      "after": "The museum is closed on Mondays (checked May 2026).",
      "status": "checked",
      "rule": "en.artifact.disclaimer",
      "url": "https://naturable.app/en/ai-words-to-avoid/#leftovers"
    },
    {
      "term": "As an AI language model",
      "type": "phrase",
      "group": "leftovers",
      "pos": "phrase",
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