How AI Tools Are Making Headlines Predictable: The Overuse of the Words “Unleash,” “Unlock,” and “Elevate”

I’d like to talk about a topic that’s been bugging me for a while: the overuse of the words “unleash,” “unlock,” and “elevate” in headlines. It seems like every other advertisement, article, or blog post I come across recently is “unleashing” some potential, “unlocking” some secret, or “elevating” some experience. 

From “Unleash Your Potential” to “Unlock the Power of AI” to “Elevate Your Business,” these words are everywhere. And, frankly, I feel like they’re starting to lose their impact. The only things I “unleash” are my dogs and my surfboard, the only things I “unlock” are my doors and my phone, and the only thing I “elevate” is my feet on the coffee table.

How Did We Get Here?

So, how did we get to this point where “unleash,” “unlock,” and “elevate” are the go-to words for headlines? The answer lies in the rise of AI tools and people’s increasing sole reliance on them for creating content quickly.

Don’t get me wrong—I love AI. It’s an amazing tool for generating ideas, optimizing content, and even writing whole pieces. But there’s a downside to this convenience: it can lead to a lack of originality and creativity, especially in headlines.

The Role of AI in Headline Creation

AI tools are fantastic at analyzing data and figuring out what works. They know which words and phrases get clicks, which is why “unleash,” “unlock,” and “elevate” keep popping up. They’re powerful, action-oriented words that suggest breaking free of constraints and achieving something great. But because AI is churning out similar suggestions for everyone, we end up with a sea of identical headlines.

The Problem with “Unleash,” “Unlock,” and “Elevate”

When every headline promises to “unleash,” “unlock,” or “elevate” something, these words start to lose their power. They become clichés, something readers skim over without a second thought. Remember the first time you saw a headline with “unleash” in it? It probably grabbed your attention. Now, it feels like a tired formula. The same goes for “unlock” and “elevate.”

Relying on AI-generated headlines can stifle your creativity. Writers may become dependent on these tools, opting for the safe, data-driven choices rather than taking risks with more unique and inventive headlines. This over-reliance can lead to a homogenization of content, where everything starts to sound the same, and the distinct voice of individual writers gets lost.

Why Originality Matters

In a world flooded with content, originality is more important than ever. Unique, creative headlines stand out and grab readers’ attention. They make people curious and eager to click through to your content. When we rely too heavily on AI tools and don’t put in the effort to craft original headlines, we risk blending into the background noise.

tip. Use a varied vocabulary. Instead of sticking with the commonly suggested words like “unleash,” “unlock,” and “elevate,” try using synonyms or completely different words that convey a similar message but stand out more. For instance, instead of “unlock,” you might use “reveal” or “discover.”

Additionally, search engines like Google prioritize content that demonstrates expertise, authority, and relevance (E-A-T). While AI can help identify trending keywords and phrases, it cannot fully capture the nuances of human creativity and the specific context of a brand’s voice. Therefore, continually relying on AI-generated suggestions might not always align with a website’s unique brand identity or resonate deeply with its target audience.

How to Break the Cycle

So, what can we do to break free from the “unleash,” “unlock,” and “elevate” trap? Here are a few tips:

  1. Use AI as a Starting Point: AI tools are great for generating ideas, but don’t stop there. Use the suggestions as a starting point and then put your own spin on them.
  2. Get Creative: Challenge yourself to come up with fresh, original headlines. Think about what makes your content unique and highlight that.
  3. Test and Iterate: Try out different headlines and see what resonates with your audience. Don’t be afraid to experiment and iterate based on feedback.
  4. Study Great Headlines: Look at headlines that grab your attention. What makes them stand out? Use them as inspiration for your own work.
tip. Make your headline specific to the content you’re promoting. AI-generated headlines can sometimes be too broad. Adding specific details can make your headline more intriguing and informative.


The overuse of the words “unleash,” “unlock,” and “elevate” is a symptom of a larger issue: our increasing dependence on AI tools for content creation. While AI can be incredibly helpful, it’s important not to lose sight of the value of originality and creativity. 

I have to admit, I’m guilty of using these words too. They’re catchy and effective, but the problem arises when we continually rely on them without putting in the effort to come up with something new. It’s easy to fall into the trap, but by being mindful and pushing ourselves creatively, we can break free from this pattern and create headlines that truly stand out and engage our readers.

Let’s challenge ourselves to move beyond the clichés and craft headlines that are as unique and compelling as the content they introduce. Thanks for sticking with me through this little rant. Let’s start to bring some originality back to our headlines. 

Now that I’ve got that off my chest, I’m going to go try and “elevate” my mood.


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