From AI novice to thought leader: How to use AI to strengthen your voice, not replace it

I’ve always said that marketing is part art, part science, and part heart. 

It’s the art of crafting a compelling story, the science of data and optimization, and the heart of knowing what your audience truly cares about. 

So when AI burst onto the scene and everyone began treating it like the next big creative partner, I was curious—but cautious. Could AI really support the creative process? Could it help elevate a voice instead of just replicating it? 

Then I had a conversation with Richard Bliss, and everything clicked. 

From blank page to bold voice 

Richard is someone I admire deeply. He’s spent years helping sales leaders use LinkedIn to build trust, not just traffic. But what struck me in our recent conversation was how he uses AI—not to shortcut his thinking, but to sharpen it. 

Here’s what he shared with me: 

“AI isn’t here to do the work for you. It’s here to help you see what’s missing.” 

He explained how he writes freely, then hands his draft to his own custom AI bot (he calls it his “BlissBot”) trained on millions of characters in his voice. That bot helps clean it up. Then, he throws the content into tools like Claude or ChatGPT to expand on ideas, test assumptions, and ask critical questions like: 

• • Are there gaps in my reasoning? 

• • Have I made assumptions my audience won’t agree with? 

• • Is there a bias I’m not seeing? 

He then brings the result back to his AI bot to shape it in his voice—and suddenly, he’s not just writing content. He’s writing thought leadership that’s tighter, smarter, and truer to who he is. 

Using AI to find what’s not there 

That insight really stayed with me. 

Most of us use AI to generate what’s missing—a paragraph here, an outline there. But what Richard showed me is that AI can also illuminate blind spots. It’s not just about creating; it’s about clarifying. 

He even used this approach with a stranger on LinkedIn—running her post through ChatGPT to surface assumptions and tone gaps, then sending her the analysis privately. 

Her response? Total gratitude. She said no one had ever helped her see her thinking that clearly before. 

What a gift. 

What this means for storytellers and marketers 

At Mercer-MacKay, we’re leaning into AI more each day. We use it to generate outlines, polish drafts, brainstorm campaign ideas, and yes—even create visuals. But the more I think about Richard’s approach, the more I realize how important it is to combine AI with intention. 

AI isn’t your replacement. It’s your reflection. 

It can show you how your message lands—or where it falls short. It can deepen your voice, not erase it. 

From Prompt to Purpose

We are all standing at the intersection of creativity and technology right now. And like Richard, I believe we have a responsibility—not to let the machine do our thinking, but to use it as a mirror that helps us become better thinkers, more empathetic storytellers, and sharper communicators. 

So if you’re a marketer, a seller, or someone with a story to tell—lean into AI, yes. But don’t hand over the pen. Use the tech to deepen your message, not dilute it. 

And if you want to see how the pros do it? Talk to Richard Bliss. He’s one of the few who truly understands how to use AI to amplify thought leadership—not replace the thought.