Quotation Marks: Convention, Consistency and AI Drift

March 3, 2026

Is it ok for me to say that quotation marks confuse me? I know that I am not alone, quotation marks are among the most frequently used yet commonly misunderstood punctuation marks in formal English writing. For me, their correct use contributes not only to grammatical accuracy but also to clarity, precision, and stylistic consistency. And yet, their misuse is being wildly propagated mainly with the help of large language models (LLMs) [1][2][3].

The two principal forms, single quotation marks (‘ ’) and double quotation marks (“ ”), serve related but distinct functions depending on context and regional convention [4][5][6]. A rigorous understanding of their primary purposes, their variation across American and British English, and their interaction with punctuation is essential for competent academic, journalistic, and creative writing [7][8][9].

The primary function of quotation marks is to signal direct speech or the verbatim reproduction of another writer’s or speaker’s words [7][8]. For example, in formal prose one might write: The witness stated, “I was present at the meeting.” The quotation marks indicate that the words enclosed are reproduced exactly as spoken. In academic writing, quotation marks similarly enclose cited material: As Smith observes, “methodological transparency strengthens empirical credibility.” In both cases, quotation marks distinguish original wording from the author’s own exposition [6].

Quotation marks also serve additional functions. They are used to identify titles of short works, such as journal articles, poems, short stories, and chapters, while longer works such as books and journals are typically italicised [8]. One might therefore refer to T. S. Eliot’s poem “The Love Song of J. Alfred Prufrock” while italicising the title of a novel. Quotation marks may also indicate irony or scepticism, sometimes termed ‘scare quotes’ [6][7]. For instance, referring to a so-called ‘efficient’ system may signal that the writer questions the validity of the description. In technical or linguistic discussion, quotation marks can mark a word as a word: The term ‘epistemology’ derives from Greek [9].

The LLM Effect: Stylistic Drift and Homogenisation

As you might have noted, the conventions governing single and double quotation marks differ between American and British English [4][5][6][7]. In American English, double quotation marks are standard for primary quotations, while single quotation marks are reserved for quotations within quotations. For example: “She replied, ‘The results are inconclusive.’” In British English, the order is typically reversed: single quotation marks are used for primary quotations, and double quotation marks are employed for nested material: ‘She replied, “The results are inconclusive.”’ Although these conventions differ, internal consistency within a document is paramount [5][6]. Academic journals and publishing houses specify house styles, and adherence to these guidelines ensures coherence and professionalism⁸.

Nested quotations require careful attention to hierarchy. When a quotation appears inside another quotation, the outer level follows the primary convention of the relevant style, and the inner quotation adopts the alternative form [6]. In American English, one might write: “The professor remarked, ‘The phrase “cultural capital” has been widely debated.’” Here, the outer quotation is double, the inner quotation marking reported speech is single, and the innermost quotation around a technical term returns to double marks. Such layering, while potentially complex, maintains clarity by visually distinguishing levels of attribution⁷.

The placement of punctuation in relation to quotation marks represents another significant divergence between American and British usage [4][5]. In American English, periods and commas are placed inside closing quotation marks irrespective of logical association: “The experiment failed,” she concluded. This practice is sometimes termed typographical or conventional placement. Question marks and exclamation points, however, are placed according to meaning: Did he say, “The experiment failed”? In British English, punctuation placement is generally logical. Periods and commas are placed inside quotation marks only if they form part of the quoted material: She described the method as “innovative”. If the punctuation does not belong to the original quotation, it remains outside [5].

A frequent source of confusion involves the distinction between quotation marks and apostrophes. Although typographically similar (and served by the same key on your keyboard), their functions differ fundamentally. Apostrophes indicate possession (the researcher’s hypothesis) or contraction (don’t, it’s), whereas quotation marks enclose cited or highlighted material [8]. Errors often arise from substituting straight apostrophes for typographically correct quotation marks or from misplacing apostrophes in plural forms, such as writing apple’s instead of apples. Precision in the use of these marks serve to prevent ambiguity and preserves formal standards [9].

Common errors in the use of quotation marks include inconsistent alternation between single and double forms, incorrect punctuation placement, overuse of scare quotes, and failure to close quotations [6][7]. Overuse of quotation marks to distance the writer from terms may weaken authority and clarity. Writers should employ them sparingly and purposefully. Furthermore, integrating quotations syntactically into sentences requires attention to capitalisation. When a quoted fragment is embedded within a sentence, it should not begin with a capital letter unless it is a proper noun or the original text requires it [8].

Appropriate usage also varies by genre. In academic writing, quotation marks primarily signal exact citation and technical discussion; precision and adherence to style guides such as APA, MLA, or Chicago are essential [6]. In journalistic writing, quotation marks frequently introduce direct speech and reported statements, often shaping narrative authority and attribution [7]. In creative writing, quotation marks delineate dialogue and may interact with stylistic choices concerning punctuation and paragraphing [8]. Despite contextual differences, the underlying principles of clarity, consistency, and fidelity to quoted material remain constant [9]. Sufficed to say, poor use of quotation marks has had some hilarious results. Don't believe me, try a quick Google search.

The LLM Effect: Stylistic Drift and Homogenisation

You may have noticed that LLMs have an almost reflexive enthusiasm for quotation marks. Trained predominantly on vast corpora of American English, they default instinctively to double quotation marks, even in contexts where British convention would clearly favour singles [1][2][3]. The result is subtle but noticeable: a creeping homogenisation of stylistic norms.

In UK scientific, academic and professional writing, single quotation marks remain the standard for primary quotations and for so-called scare quotes [6]. Yet AI-generated text routinely replaces them with doubles, flattening regional distinction and editorial nuance [1][2]. This is not merely typographical pedantry. Punctuation encodes convention, identity and disciplinary expectations. When LLM outputs are adopted uncritically, house styles drift, editorial consistency weakens, and distinctive conventions erode [3]. However, they preventing us from making some spectacular gaffs. Don't believe me, have a quick check on Google.

In that sense, the double quotation mark is not just a character choice but a cultural default embedded in training data. They’re an invasive species. Unless writers actively review and correct AI-generated text, the single quotation mark risks becoming collateral damage in the quiet standardisation of global English [3].

In conclusion, the proper use of single and double quotation marks is governed by well-established conventions that vary between American and British English but share common foundational purposes [4][5][6]. They identify direct speech, mark titles of short works, signal irony or technical discussion, and structure nested attributions. Mastery of punctuation placement, differentiation from apostrophes, and awareness of stylistic context ensures accuracy and professionalism [7][8][9]. Ultimately, quotation marks are not merely typographical ornaments but essential tools for precise and disciplined written communication.

References