Thought Leadership in the Age of AI: How to Stand Out Without Sounding Synthetic
AI-generated content is widespread, from classrooms to offices and beyond, but it’s especially prevalent online. An oft-cited study estimates that 57% of all web-based text has been AI-generated or translated using AI, and Europol projects that by 2026, up to 90% of all online content may be synthetically generated.
In a time when artificial intelligence (AI) can crank out passable content in seconds, what does thought leadership really mean? And how can leaders develop a thought leadership marketing strategy that stands out as authentic and worth readers’ time? In 2025, the challenge isn’t producing content—it’s being trusted. As more professionals outsource their voices to algorithms, real credibility has become a rare differentiator.
We asked members of the Senior Executive CMO Think Tank how they’re evolving their thought leadership strategies to remain credible in an AI-saturated environment. The consensus? To be heard, you have to be human.
“Understanding GPT prompts isn’t the same as understanding AI.”
Go Where AI Can’t: Experience, Context and Depth
For Bill Hobbs, Partner and Chief Commercial Officer at Vector, the real value lies in lived experience.
“Understanding GPT prompts isn’t the same as understanding AI,” he says. “There’s a lot of theater out there—people confidently talking about tech they don’t fully grasp.”
Certainly, the use of AI is increasing at a rapid rate: AltIndex projects that globally, there will be 378 million AI users this year—representing a tripling since 2020. But how many of those users know how to use AI effectively or are truly aware, for example, of the way AI is impacting social norms?
Hobbs focuses on original perspective and outcome-driven insights. “AI can assist,” he says, “but credibility still requires authorship. You shouldn’t outsource that.”
Focus on the Why—And the Expertise AI Can’t Mimic
Shailesh Manjrekar, CMO at Fabrix.ai, sees a clear lane for human-led content: purpose and deep domain knowledge.“
AI tends to focus on the ‘what’ and the ‘how,’” he says. “I focus on the ‘why.’” He believes that anchoring content in real-world application, especially from someone with domain experience, is where trust gets built.
“My newsletter doesn’t just inform—it catalyzes conversation.”
Thought Leadership That Starts Conversations, Not Just Campaigns
Kathleen Lucente, Founder and CEO of Red Fan Communications, goes deeper than trend commentary. Her strategy? Use content to spark dialogue executives want to engage with.
“My ‘From the Desk of’ newsletter doesn’t just inform—it catalyzes conversation,” she says. When people respond with insights and ideas—not just likes—that’s the win. Lucente’s edge comes from pattern-matching across leadership pain points and connecting dots in ways AI simply can’t. “The result isn’t just audience engagement—it’s business influence,” she explains.
Stay Niche, Stay Real
For Boris Dzhingarov, CEO of ESBO, standing out means staying grounded.
“In a sea of AI-generated noise, we double down on authenticity,” he says. That means using AI as a support tool but never for the core message. His team prioritizes real case studies, niche expertise and transparency about how insights are formed.
“Credibility now comes from showing your process and speaking from results,” he adds. “AI can’t fake that.”
Thought Leadership Strategies for Marketing Leaders
- Don’t chase volume—chase value. In a world where content is infinite, the real edge is insight.
- Use AI as a copilot, not a ghostwriter. Your voice, judgment and lived experience are still your brand’s most credible assets.
- Be extremely specific. Niche opinions and proprietary perspectives can’t be easily copied or synthesized.
- Start conversations, not just campaigns. Content that sparks dialogue builds influence in addition to visibility.
- Show your work. Transparency around how insights are formed is a key credibility marker in 2025.
Credibility—And Personalization—As a Competitive Edge
AI has changed content forever, but it hasn’t changed the core of what makes thought leadership impactful: trust, experience and a clear point of view. As the CMO Think Tank members show, being credible in 2025 doesn’t mean being louder. It means being real.
That’s the competitive edge when it comes to thought leadership strategy: not just saying something useful, but saying something you uniquely understand—something no algorithm could.
