Why you should not use AI for thought leadership or media call outs.

How AI Undermines Credibility in PR and Thought Leadership

AI-powered tools can generate full-length articles in seconds. While this may seem like a game-changer, relying on AI for thought leadership and PR comes with significant risks. To build credibility, create genuine relationships, and deliver impactful messages, avoid relying on AI. Feel free to use AI for brainstorming ideas, but avoid relying on it for complete thought leadership articles or media responses.

Here’s why you should avoid using AI for thought leadership and PR-related content:

1. Thought Leadership Requires Original Insights, Not Recycled ideas.

True thought leadership is about presenting unique perspectives, challenging industry norms, and offering deep expertise. AI, however, doesn’t generate new ideas—it pulls from existing data and trends, often repackaging what’s already been said. Relying on AI for thought leadership may make your content sound generic and cause you to blend in with the competition.

2. AI Can’t Replicate Your Personal Voice and Experience

Your voice, experiences, and expertise make your content compelling. AI-generated content lacks personality and often reads as formulaic. Thought leadership requires authenticity; readers and peers prefer your unique perspective rather than a polished, impersonal take created by an algorithm.

3. Credibility is at stake

PR is about building trust with your audience, the media, and stakeholders. AI sometimes generates misinformation or incorrect facts, which can damage your credibility if not thoroughly fact-checked. Thought leadership pieces must be carefully crafted to ensure accuracy, reliability, and relevance—something AI struggles with.

4. AI-Generated Content Lacks Emotional Intelligence

Effective PR and thought leadership pieces connect with audiences on an emotional level. Whether it’s a compelling brand story or a powerful industry insight, human experiences and emotions drive engagement. AI doesn’t understand emotions the way people do, making it challenging for AI-written content to create meaningful connections.

5. Journalists and audiences value authenticity

The media can often tell when content is AI-generated. Thought leadership involves establishing yourself as a trusted expert. However, using AI to generate content can lead to insights that feel impersonal and inauthentic. To establish authority in your field, your content should showcase your own ideas and expertise, not just repeated information from machines.

PR and Thought Leadership Require Strategic Thinking

Beyond writing, PR involves crisis management, strategic storytelling, and real-time decision-making. AI lacks the strategic judgment needed for these complex situations. In handling a brand crisis or pitching to media, human intuition and expertise are essential.

When (and How) to Use AI in PR

While AI should not be used for thought leadership or strategic PR efforts, it can assist with:

• Content Ideation: AI can help brainstorm topics based on trends and keyword insights.
• Drafting Initial Outlines: Use AI to create rough outlines, but write the final content yourself.
• Data Analysis and Trend Monitoring: AI can process large amounts of data to identify industry trends and audience sentiment.
• Enhancing Readability: AI-powered tools can help with grammar and clarity.

Thought leadership and PR are about authenticity, credibility, and human connection—qualities that AI cannot fully replicate. If you want to be recognised as a thought leader, your ideas, voice, and experience must shine through.

To be a true thought leader, you need more than great ideas; you need a strategic, consistent, and effective PR strategy.

If you want to discuss your thought leadership strategy with me, please get in touch.

Best Wishes,

Candice