Artificial Intelligence is reshaping marketing and communications, but what does this mean for thought leadership – a field based on originality and trust? In this Q&A, James Watson, co-founder of Exhibit B Partners, shares why marcomms leaders need to go beyond tactical efficiency, protect brand voice in an AI-driven world, and use tools that enable innovation without losing credibility.

What does a strategic use of AI in thought leadership look like?

We use a four-box grid to frame this discussion. On one axis, tactical vs. strategic; on the other, efficiency vs. innovation. Most current AI applications fall into the tactical-efficiency quadrant, such as translation, summarisation, and productivity boosts. That’s useful, but it’s just the starting point. The real opportunity lies in moving toward strategic innovation: creating new audience experiences and formats, not just repurposing content. Think interactive campaigns like McKinsey’s “Ask McKinsey” tool, which lets users query insights rather than browse static articles. B2B hasn’t fully embraced this yet, but it’s coming – and those who innovate will stand out.

Why is originality so critical, and how can AI amplify rather than dilute it?

Your brand’s unique perspective must come from humans. AI should amplify that perspective, not weaken it. Use AI to localise, repurpose, and expand your insights, especially where budgets previously limited reach. But don’t let your voice become generic. The biggest risk of relying too heavily on AI is damaging your brand—eroding trust and associating it with low-quality insights. That’s what many out there call “AI slop,” and every marketer should steer clear of it.

How should brands adapt to answer engines replacing SEO?

GEO search is beginning to replace SEO. The aim now is to appear in responses from platforms like ChatGPT or Gemini. These systems prioritise authoritative, trustworthy, data-driven content – the same principles that support strong thought leadership. Invest in original, high-quality insights. Also, explore tools that monitor your visibility on these platforms, just as you’ve done with SEO. This is a new area marketers need to own because answer engines are becoming the next battleground for brand visibility.

What tools should marcomms leaders explore to make this happen?

There’s a much broader ecosystem beyond ChatGPT. For strategy and planning, tools like SEMrush and MarketMuse help identify high-value topics and gaps in your content portfolio. For research and analysis, platforms such as CoLoop, MaxQDA, and NVivo excel at summarising qualitative data like interviews or event transcripts – tasks that are often time-consuming for humans. And for distribution and optimisation, niche tools like Orai and Yoodli provide real-time feedback to improve presentation skills, making your subject matter experts more engaging. We profile a total of 50 different tools in our ebook that can help across the entire thought leadership workflow.

What emerging formats should B2B marketers watch in the next 12 months?

Two trends stand out: multi-format content and interactivity. Multi-format isn’t new, but it’s worth revisiting – audiences expect insights delivered as reports, social snippets, infographics, and podcasts. AI speeds up this process by making it easier and cheaper to produce different formats. The bigger shift is towards interactive experiences. Don’t use AI just to generate legacy formats; use it to boost engagement. Think Buzzfeed Infinity Quizzes or personalised experiences – B2B versions of these will shape the next wave of innovation. Brands that experiment early will have an advantage.

Should brands disclose AI involvement, and how do they maintain trust?

Transparency matters, but research shows audiences trust content labelled “human-generated” more, even when they can’t tell the difference. AI has a branding problem because people value backstory and human effort. The safest approach? Be honest about AI’s role while emphasising human-led narratives and emotional resonance. Avoid the “AI slop” that feels generic and erodes brand value. A compelling story behind your content can boost perceived worth, just like Banksy’s shredded artwork gained value through its narrative.

Why should marcomms professionals download your ebook, Beyond ChatGPT: The AI thought leadership playbook?

Most users stop at prompt engineering, but there’s a much larger ecosystem of tools powered by LLMs that marketers can leverage to innovate. Our ebook uncovers these tools and demonstrates how they can improve every stage of the thought leadership process – from strategy to distribution. If you want to go beyond basic AI use and truly change your approach, this guide can hopefully help you.

Download the ebook: Beyond ChatGPT: The AI thought leadership playbook 

Watch the webinar: Is AI the saviour or destroyer of corporate thought leadership?