How AI is amplifying the value of thought leadership
It’s a fast-moving, confusing time for anyone involved in marketing and public relations. Yet, ironically, just as AI automates and disrupts, so too its algorithms are supercharging the effectiveness of authoritative, genuine thought leadership written by humans.
That’s because online AI search concentrates on content such as blogs, articles and reports appearing in multiple places, rather than just an organisation’s own website. Original and authoritative, the best thought leadership has always been widely published.
With low-grade automated content flooding the internet, high-quality thought leadership naturally stands out. But the way that AI’s generative engine optimisation (GEO) internet search algorithm works is amplifying this, giving organisations an exceptional opportunity to showcase their expertise.
The growing reach of original insight
While admittedly clunky corporate jargon, the phrase ‘thought leadership’ neatly describes the practise of showcasing expert thinking. JP Morgan CEO Jamie Dimon’s annual CEO letters, touching on the state of the global economy, are a form of thought leadership. So, too, are reports based on detailed, original research about the outlook for specific sectors and even short articles expressing an author’s view.
Genuine thought leadership enriches the debate. Consider a recent article I ghost wrote for a leading consultant proposing a strategy for countries in a geopolitically troubled part of the world. Or the UBS wealth management reports I wrote for many years revealing trends in billionaire wealth, shifts in investment allocation at major family offices and entrepreneurs’ changing business confidence.
Thought leadership like this attracts huge interest. For instance, the recent geopolitical article was read over 100,000 times, especially on LinkedIn. Further, over the 12 years that I wrote UBS’s flagship wealth management reports they generated many thousands of articles, with the Billionaire Ambitions Reportproving especially successful.
What West Coast digital agencies say
Such interest has always been valuable, but now more than ever. San Francisco-based marketing agency Firebrand explains that large language models (LLMs) heavily weight third-party sources, expert commentary and reputable citations when choosing domains to mention and cite. Thought leadership shows that a company is recognised by others as an authority.
LLMs also appreciate the originality of human thought and writing. Quantitative research from Graphite, a digital marketing agency also based in San Franciso, shows humans’ writing performing far better in both traditional search engine optimisation and GEO than the millions of AI-generated articles cluttering today’s internet.
Putting a premium on thought leadership
I love the craft of writing and storytelling, mainly as a ghost writer for large organisations. Imagine, then, the uneasiness sparked by AI. Yet this technological revolution is making much of what I do more powerful than ever: it’s putting a premium on the best opinion articles and thought leadership reports.