AI is everywhere now, writing blog posts, generating ideas, and churning out words with lightning speed.
More than we can ever consume.
It’s impressive. But does AI-generated content make your blog or company memorable and interesting? Does it make you a thought leader?
I don’t think so.
You need to have something to say. Something real. Something that comes from your perspective and experiences. With your own words, even grammar mistakes.
(My English is far from perfect, even when polished by Grammarly…)
Why you need your own opinions
If your AI-generated content is just rewritten ideas presented by dozens of people before you, why would anyone read it?
They could ask chatGPT directly.
What people want is your take. You are what makes the content interesting.
They want to know what you think and have experienced and why you believe what you do.
It’s like conversations in real life. You don’t ask a friend for advice to hear a Wikipedia entry rewritten with some extra business cliches (“In today’s fast-paced world…”)
You ask them because you trust their opinion.
I follow people, not blogs
I don’t follow blogs or listen to podcasts because they’re well-written or produced.
I follow them because I’m curious about the people behind them.
What are they passionate about? What do they know that I don’t? What’s their take on something I care about?
And even more importantly, does their content change my thinking in any way? At least slightly?
I don’t think AI will ever replace real thought leaders.
AI can write clean, polished content based on keyword lists, but it doesn’t build trust or connection.
It is like a well-produced TV show telling the same old story for the 10th time, just with new actors.
We connect with people. Not with generic, helpful content.
Most content is boring even when helpful
Most online content has always been average and boring.
AI might tidy it up and make it more useful but won’t make it more interesting.
And if something isn’t interesting, we forget it.
What we remember is something unexpected that makes us laugh, challenges us, or even annoys us.
That’s what thought leadership does—it grabs attention and makes you think.
Your average “helpful content” doesn’t do that.
Your voice matters
AI can’t replace you.
- AI doesn’t have opinions. You do.
- AI can’t explain why something matters to you personally. You can.
- AI can’t make people trust it the way you can.
People want to hear from you. They want your stories and your personality.
Be interesting, not perfect
If you want to stand out, don’t worry about being perfect.
Focus on being interesting. Share your experiences. Be honest about your opinions.
Do interesting, original stuff.
AI might help improve average content but can’t make it memorable.
That’s your job.