Content created with AI doesn’t have to be boring.
Heather Whaling is founder/president of Geben Communication.
AI is changing how we create content — sometimes for the better, but too often for the blander. What used to be distinct now feels dull. Content sounds polished, but empty. And a lot of “thought leadership” reads like it came from the same ChatGPT template, green check marks included.
This is especially true on LinkedIn, a platform that should be full of thought-provoking perspectives but feels increasingly overrun by generic platitudes. While LinkedIn says they’re trying to limit the reach of bot-generated, low-quality content, anyone scrolling through their feed can see that’s an aspirational target.
Can we all agree that if we don’t raise the bar now, LinkedIn (and any other platform overly relying on generic AI content) will become unusable?
But here’s the good news: we don’t have to accept AI filler as the new normal. When used well, AI can speed up the process, but it can’t replace the perspective, hard-earned lessons and specificity that make content worth reading in the first place.
That’s where a human-first, AI-enabled framework comes in. Not only will the posts be stronger, but you’ll build a narrative and presence that sharpens your POV, tests resonance with your audience, and creates consistent visibility that converts.
Content that converts
Before you hit publish, ask yourself: does this post reflect who I am and what I actually think? The best thought leadership combines three elements:
- A specific insight. What do you know or believe that’s actually worth saying?
- A personal lens. Why you? What experience or point of view are you bringing to the table?
- A distinct voice. Could someone recognize this as yours, not just a sanitized brand statement?
If those three don’t show up, the post may be technically fine. But it won’t move anyone. And it definitely won’t convert followers into referrals or connections into leads.
Thought leadership isn’t an end in itself. It’s a lever. The goal isn’t volume; it’s traction. Done well, it moves an executive from being “visible” to being seen as credible, influential and worth doing business with. The impact isn’t just in impressions. The strongest content creates traction you can measure — from investor intros to speaking invites to profile views from the people who actually matter.
The 10 filters for human-first content
Here’s the framework I built for our clients, including examples. To inject dimension and make content influential — not just passable – each piece of thought leadership should pass at least three of these filters.
- Point of view: “Too many leaders confuse visibility with influence. One gets you seen. The other gets you heard.”
- Personal detail: “The first time I fired someone, I cried in the bathroom for an hour afterward. No leadership book prepared me for that.”
- Quirky language or voice: “We didn’t pivot. We pinballed.”
- Contrarian take: “I don’t think ‘fail fast’ is good advice. Most teams don’t learn from fast failure — they just fail faster. Reflection matters more than speed.”
- Self-awareness or vulnerability: “Last year I almost sold my business because I was crumbling under the pressure. I didn’t think I could lead at that scale. Turns out, doubt was the most useful teacher I had.”
- Audience empathy: “If you’re a founder pitching investors on two hours of sleep and three cups of terrible coffee, this is for you.”
- Timeliness or relevance: “There’s no shortage of hot takes on AI replacing jobs, but I think we need to shift the focus. It’s time to dig into how AI will reshape trust between employees and employers.”
- Signature expertise: “Most crisis comms plans don’t account for Slack screenshots going public. Ours do.”
- Story or scene: “Our CMO spilled coffee all over their notes three minutes before going on stage. Here’s how we recovered.”
- Emotional resonance: “I saw my kid’s face light up at a coding camp I couldn’t have afforded at his age. That’s why this matters.”
If you’re about to publish a post that doesn’t hit at least three of these filters, pause. It’s likely too generic to be remembered and needs a healthy dose of editing. And remember, memorability isn’t vanity. It’s how you earn trust, spark conversations, and ultimately open doors that impact the business, whether that’s sales, recruiting, funding or influence.
From posts to performance
AI isn’t going away. Nor should it. Professional writers have editors and large brands have teams of content creators. AI can speed up brainstorming, drafting, overcoming writer’s block, and polishing.
But if we let it do all the work, thought leadership becomes a commodity. Indistinguishable noise in a crowded feed. And nobody builds a pipeline, lands a partnership or attracts talent from noise.
The best content does more than just inform. It builds credibility. It nudges relationships forward. It creates the kind of trust that translates into leads, sales, investments, hires momentum.
That’s the opportunity in front of us: to create thought leadership that doesn’t just fill a feed; it fuels a pipeline. Human-first. AI-enabled. Strategic by design. And built to drive results that last.
The post Human-first, AI-enabled thought leadership: A framework for standing out appeared first on PR Daily.
