The Expert Advantage: What business leaders need to do to stand out from AI-generated content

Generative AI is taking over. No, not in a Skynet kind of way (yet). But it is being broadly embedded within business functions, and its uptake will only increase as confidence grows and tools become more sophisticated. 

Since OpenAI debuted ChatGPT’s human-like conversation in late 2022 and sparked widespread interest in AI capabilities, McKinsey Global Institute reports that 55% of organisations have adopted AI tools and 40% plan to increase AI investment over the next three years.

If you’re a business leader creating content to attract and engage potential clients, generative AI is streamlining the process – for you and everybody else. In fact, now you don’t even need to be a subject matter expert to sound like one, at least superficially. 

Won’t clients be able to tell you’ve walked the talk as soon as they speak to you? For sure! But as the Gartner 2025 Future of Sales Report revealed, 83% of a B2B purchasing decision happens before any direct contact with potential suppliers.

So a shift in content strategy is needed to prove your professional credibility amidst a plethora of authoritative-sounding, AI-generated outputs. You need to reserve your spot on the shortlist by supporting customer self-learning in a way that can’t be replicated by someone leaning on the latest technology. 

The key? Expert-driven content.

Here we look at what humans can do that AI can’t, to identify the opportunities for business leaders to prove the lived experience and industry expertise behind their words. 

Quick Summary

As AI tools continue advancing to generate more content at scale, business leaders may wonder: what unique value can human creators still provide? There’s an opportunity for experts to leverage their empathy, first-hand experience and informed opinions due to AI’s limitations in these areas.

What content can humans produce better than AI?

There are a lot of things AI can do – it has even been shown to have a high degree of creative ability. But it still has its limitations. 

As Yann LeCun, Chief AI Scientist at Meta, said at Davos 2024, “Once we figure out how to build machines so they can understand the world — remember, plan and reason — then we’ll have a path towards human-level intelligence.” 

We explore three inherent constraints of AI and the opportunities they present for business leaders creating content.

The limitation: AI can’t empathise

While AI can simulate empathetic responses based on learned patterns, it doesn’t feel or understand emotions in the way humans do. Advances in AI research may lead to more sophisticated models in the future, but true empathy remains a complex aspect of human cognitive and affective processes, with shared neural activations between self and others.

In a business context, our ability to relate to other people’s experiences allows us to understand our clients’ pain points so we can tailor solutions to them. Empathy is the reason clients say, “You get us. You get what we’re about, what we’re struggling with and what would help us.” 

In the 2021 Edelman LinkedIn Thought Leadership Impact Report, 63% of buyers say that thought leadership content is important in providing proof that an organisation genuinely understands or can solve their specific business challenges. This is difficult to achieve without empathy. 

The opportunity: Focus on human connection 

  • Build rapport by using a conversational tone and humour
  • Use client case studies to show the journey from problem to solution
  • Speak candidly on the thoughts and beliefs that drive your actions

The limitation: AI can’t speak from experience 

When AI generates responses, it’s drawing upon patterns recognised in information present in its training data. It doesn’t have real-world experiences.

As this research paper on continual learning explores, human ability to gain knowledge while retaining previously learned experiences is difficult for AI to emulate. It enables us to fine-tune our understanding of the world and dynamically adapt. 

This is the root of business acumen, a highly regarded professional skill that allows you to balance context, nuance, novelty, ambiguity and the big picture in decision-making based on first-hand experience. A key part of the unique value you offer clients, this should be communicated early in the buyer’s journey. 

The opportunity: Leverage your professional learnings

  • Share the insight you’ve gained from past experiences and mistakes
  • Demonstrate how you apply your expertise using client scenarios
  • Contextualise news and explore implications for your industry 
  • Offer predictions based on accumulated knowledge

The limitation: AI can’t have an opinion 

AI outputs can simulate having opinions, but this is a result of learned associations rather than personal beliefs or thoughts. 

In business, informed opinions lie at the heart of good judgement. Sir Andrew Likierman defines good judgement as, “the ability to combine personal qualities with relevant knowledge and experience to form opinions and make decisions. It is what enables a sound choice in the absence of an obvious path.” 

Even if AI can assist in data analysis, there is always an element of subjectivity regarding how best to apply these insights. Drawing conclusions and making recommendations is an expert’s domain. 

The opportunity: Share your unique perspective

  • Critically analyse and constructively debate relevant topics
  • Challenge conventional ways of thinking
  • Provide commentary on trends and emerging research

Why is expert-driven content essential in the AI era?

71% of B2B buyers in the DemandGen 2023 Content Preferences Survey said they consumed multiple pieces of content to help with decision-making. However, 38% wanted to see less generic content and more insights from thought leaders and analysts. 

So expert-driven content isn’t just a competitive necessity due to AI, it’s what clients are directly asking for.

Technological advancements may address the gap between AI and human capabilities. But if we don’t value human connection, learning and life experience, then what is our purpose?

Striking the balance between the efficiency gains of AI tools and the irreplaceable value of expert insight is key.

If this is something we can help you with, get in touch via team@playbookcreative.com. We look forward to hearing from you.

Danielle Keightley
Content Marketing Consultant at Playbook Creative

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