How to approach thought leadership in the age of AI

As AI-generated content becomes more common, many organizations are asking how to stand out with messaging that still feels authentic and strategic. In this blog, Gail Mercer-MacKay shares six essential practices for building meaningful thought leadership in the age of AI — from elevating executive voices to using data with purpose and choosing the right content formats to drive influence.

A customer recently told me, “The reason we brought you in as an extension of our team is because you really understand how to message to different audiences—and how to drive deeper thought leadership into our materials, so we can reach the people we want to reach with value. We sound different with your solutions.” 

That feedback stayed with me because it speaks directly to the heart of what we do at Mercer-MacKay: we help organizations articulate their value with greater clarity, confidence, and purpose. We help them sound like themselves—but stronger. 

And in a world where AI is now generating content at scale, standing out has never been more important. There’s a growing risk that brands will rely too heavily on AI tools, producing content that lacks direction, depth, or originality. 

Thought leadership isn’t about volume. It’s about vision. It’s about having something meaningful to say—and saying it in a way that reflects real experience and real expertise. 

Here are six ways we help our clients approach thought leadership in today’s AI-driven landscape:

1. Quality over volume

We’re seeing a shift in strategy. Rather than filling channels with high-frequency content, leading brands are opting to publish fewer pieces that go deeper—content that is original, research-backed, and informed by experience. 

These pieces reflect strong points of view and present ideas in a new light or challenge conventional wisdom in a smart, strategic way. 

Example: Instead of publishing “5 Benefits of AI,” shift the conversation to something more insightful, such as “Why 90% of AI Initiatives Fail—And How to Beat the Odds.” This reframes the discussion to offer value, spark curiosity, and showcase expertise.

2. Executive-led thought leadership

Audiences want to hear from the people behind the brand—especially those in leadership roles. Content authored by executives, practitioners, and domain experts feels more authentic and carries more weight, particularly in B2B sectors such as technology, healthcare, and professional services. 

One of our anchor offerings is the Digital Executive (DEx) Program—a strategy, playbook, and communications guide designed to help executive teams develop and share their unique points of view. We work closely with leadership to ensure their voice aligns with corporate objectives, while still feeling personal and credible.

3. Data-driven authority

Compelling thought leadership is increasingly backed by data. This might include: 

• • proprietary surveys 

• • benchmarking reports 

• • internal metrics 

• • anonymized customer insights 

We often build programs that both share and gather insight. For example, through content syndication or research-driven campaigns, we help clients position themselves as authoritative sources—not just observers in the market. Webinars featuring subject matter experts and aligned to industry trends add further weight and relevance.

4. Strategic use of AI

AI can accelerate parts of the content creation process—from topic ideation to outlining or drafting. But readers can quickly detect AI generated content, as it often feels generic or lacks insight. 

It’s best to use generative AI to support speed and structure, especially in SEO-driven content. But when it comes to positioning, layering in human storytelling, executive insight, and strong opinions is key. This ensures the final product reflects the expertise and authenticity of the brand behind it. We’ve found a good blend within our programs that mix AI-written content for SEO metrics with true thought leadership content for positioning as original thinkers.

5. Expanding formats

Thought leadership isn’t confined to blogs and whitepapers anymore. Modern audiences expect a mix of formats—ones that match how they consume information in their daily lives. 

We encourage clients to think about: 

• • LinkedIn posts 

• • short-form videos 

• • podcasts 

• • expert interviews 

• • infographics 

• • live AMA (Ask Me Anything) sessions 

Offering content in multiple formats helps you meet your audience where they are and engage them more effectively.

6. A call for boldness

Content that plays it safe rarely leaves an impression. Today’s most effective thought leaders are embracing bold predictions, challenging outdated norms, and offering a strong point of view—as long as it’s supported by evidence. 

We often work with clients to refine and express their position with courage and clarity. Being original and authentic sometimes means being vulnerable, and many organizations hesitate there. But that’s often where the deepest connections happen—when your audience sees that you’re willing to lead with conviction. 

Next steps for leaders

As AI continues to evolve, so must our approach to leadership and influence. The organizations that succeed will be the ones who use AI to support speed—but lean on lived expertise and human insight to shape their message. 

If you’re ready to elevate your voice and refine your leadership strategy, we’d love to show you how we can help.