For companies that know how to harness it, AI has the potential to grow the thought leadership profession, not shrink it.
Bob Buday recently appeared on an episode of High Octane Leadership, a video and podcast series hosted by Donald Thompson, on the topic of “Will Gen-AI Destroy Thought Leadership?”
Bob’s answer: The firms that get lazy — five editors and two researchers replaced by a ChatGPT subscription and one person to run the prompts — are going to put out content that’s forgettable and disposable. But the firms that raise their game on original research, the kind you can’t get by asking an LLM to summarize what’s already been said, are going to come out on top.
They also discussed how many companies focus on the demand side of thought leadership (the marketing) and overlook the supply side (can you actually deliver the expertise you’re promising?). That supply-side gap is what took reengineering away from the CSC Index, the firm that invented it, Bob points out.
Thompson is an award-winning author, entrepreneur, speaker, and trusted adviser to CEOs around the world.
Check out their full conversation in the video below.