Artificial Intelligence and the Curious Return of Old Grammar: Why the Em Dash Keeps Sneaking Back

Artificial intelligence is changing how we write, edit, and communicate. Yet, as AI tools become more common, something unexpected is happening. Old grammatical habits, some of which had faded from everyday use, are making a comeback. The em dash, a punctuation mark that is not even on the standard keyboard, is one of the most visible examples.

Why is this happening? The answer lies in how AI models are trained and how they process language.

AI learns from vast amounts of text, much of it drawn from books, articles, and formal writing. These sources often use punctuation and grammar that feel out of place in today’s digital conversations. The em dash, for instance, was once a favorite of 19th-century writers. It signaled a pause, a shift, or an aside. In modern business writing, it is less common, partly because it is not easy to type and can disrupt the flow of a sentence.

Yet, AI tools, when left to their own devices, often insert em dashes where a comma or period would do. This is a pattern that shows AI often uses language from the past, which can differ from how people write and read today.

For brands and businesses, this creates a subtle but real challenge. Content that feels slightly off, too formal, too old-fashioned, or simply awkward, can erode trust and make a brand seem out of touch. The em dash is a small detail, but it is a symptom of a larger issue: AI’s tendency to default to the rules and rhythms of the past, rather than the realities of the present.

At BR4ND Studio, we see this as an opportunity to rethink how AI supports brand communication. Our approach is to model not just the brand’s identity, but also the preferences and habits of its audience. That means paying close attention to the details, like punctuation, that shape how a message feels. We deliberately avoid the em dash in our content, because we know it is not how most people write or expect to read online.

Instead, we focus on clarity, flow, and authenticity. Our AI-driven tools are trained to recognize the difference between what is technically correct and what actually connects. We believe that the best content feels natural, not forced. It should sound like a real person, not a machine channeling a Victorian novelist.

The return of the em dash is a reminder that technology is only as good as the standards we set for it. As AI becomes more central to brand communication, the small choices, like which punctuation marks to use, matter more than ever. Brands that pay attention to these details will stand out for the right reasons: their content will feel current, approachable, and genuinely human.

At BR4ND Studio, we are committed to helping brands find that balance. By combining advanced AI with a deep understanding of audience expectations, we help our clients communicate in ways that are both precise and personal. The future of brand writing is not about reviving old grammar for its own sake. It is about using every tool, old or new, to build real connections, one sentence at a time.