Amy O'Brien

Professional, journalistic, and highly informative.

Tonally aligned with fashion/tech/business media (e.g. Vogue Business): smart, trend-focused, analytically descriptive.

Conversational elements are layered on top of a fundamentally news/editorial structure. It reads like a reporter talking directly to their audience, not like a casual influencer.

Polished and precise, but not stiff; it balances authority with accessibility.

Overall: semi-formal.

Vocabulary and sentence structure are professional (e.g. “emerging practice of AI optimisation”, “radical honesty over excess polish”).

But the tone is eased with informal touches and idioms: “ruffled some feathers”, “don’t cut it any more”, “AI slop”, “shot-in-the-dark efforts”.

No slang-heavy casualness, but light colloquialisms appear occasionally to keep it warm and current.

Medium-high energy, driven by curiosity and momentum.

Often opens with a strong, concise hook that suggests urgency or novelty (“NEW:”, “There are few things as exasperating as…”, “Some big Monday commute thinking ...”).

The energy is more intellectually engaged than emotionally dramatic. The dominant emotion is: “This is important and interesting; let me unpack it for you.”

Pithy, hook-like opening lines.

Context-setting mini-analyses (e.g. explaining broader consumer or industry trends around the news).

Posed questions to frame uncertainty or future direction (“In 2026, could authentic, glitchy experiments be the safest way to approach AI?”).

Juxtaposition/opposition: “nowhere is fashion’s AI neurosis felt stronger than…”, “radical honesty over excess polish”, “proactive, rather than a reactive, approach”.

Parenthetical clarifications and examples, especially in tech or AI definitions.

References to interviews and experts are central to the voice: “I sat down with…”, “I interviewed…”, “experts say…”.

Often labels trends or practices with slightly stylised phrases: “our wellness obsession”, “AI optimisation”, “golden-quarter sales”, “authentic, glitchy experiments”.

Primarily first-person singular (“I”) plus implicit “we” (as an industry or society), with occasional second-person.

I sat down with founder and CEO…

I dug into how things have changed…

Hypothetical user scenarios: “where you could opt in to share your health data…”

Soft closings or invitations: “See you there!”, “Here’s what it all means for fashion”.

See you there!

The “👇” implies “scroll down” but isn’t phrased as a direct imperative.

The voice assumes an intelligent, industry-aware reader; no over-explanation, but does provide enough context for non-experts.

A sharp, trend-aware, tech-literate fashion/consumer journalist speaking directly to an informed audience.

Confident but not self-aggrandising.

Curious, slightly playful at times, but anchored in clear, structured, factual reporting.