Genuine Thought Leadership writing (both offline and on) remains the most effective way to 'do' marketing that is authentic, respected, profile-raising and able to showcase your own and your company's innovations and IP. Yet its quality has severely declined in recent years; the misuse of AI-generated verbiage is only going to make matters worse.

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Yet it also provides an opportunity to rise above the coming sea of generic 'content' and faux Thought Leadership. More than ever, true Thought Leadership writing will demand in-depth and highly current thinking from CEOs themselves, drawing on truly unique insights and personal authentic experience. 

 

To do this, though, we have to understand what AI is currently capable of and what it's not: only by knowing this can we produce bespoke, high-end Thought Leadership that simply can't be replicated by current technologies, no matter how 'intelligent'. AI can be a great tool - but it's not something to entrust with your finest thinking.