Olsen+Partners Develops Free Tool to Check Texts for AI Writing Patterns

Unlike AI detectors, which attempt to determine the origin of a text, Olsen+TextAudit evaluates how a text may sound to the reader. It helps identify passages where the writing becomes artificial, impersonal or starts to resemble other AI-generated texts. Such an impression can reduce trust in both the author and the organisation, so the tool helps identify linguistic and structural features that may make a text sound AI-generated.

In a survey of Latvian residents commissioned by Olsen+Partners, 80% of respondents said that over the past year they had often or occasionally suspected that AI had been used in communication materials produced by organisations or their spokespeople, while only 21% of respondents viewed the use of AI in such communication positively.*

In interviews with journalists and editors from 10 of Latvia’s largest media outlets, several respondents also acknowledged that they are increasingly receiving press releases and opinion pieces displaying signs of AI use. Journalists cited writing that is technically correct but repetitive and impersonal as a particular problem. Some reject such materials, while others rewrite them.**

“Communication ultimately depends on how our audience perceives our message. Texts that all sound the same can reduce trust in both the author and the organisation and, in the long term, damage their reputation. That is why I would like Olsen+TextAudit to become an everyday tool for communicators, managers and experts. AI is already part of our work, but we remain responsible for the final version of the text. A good text is like a well-tailored suit: what matters is not which tools were used to make it, but whether it fits the author and reflects their individuality,” says Olga Kazaka, Partner at Olsen+Partners, adding that Olsen+TextAudit is designed for reviewing press releases, opinion pieces, social media posts, website copy and other communication materials before publication. Olsen+TextAudit is available free of charge at www.olsen.lv/textaudit.

* Olsen+Partners/Norstat survey of Latvian residents, 1,004 respondents aged 18–74, April–May 2026.

** Olsen+Partners interviews with representatives of the editorial teams of 10 of Latvia’s largest media outlets.