I recently sat down with publishing expert Jenn T. Grace from Publish Your Purpose, where we found ourselves deep in a question that keeps many thought leaders up at night:
How do we maintain our unique value in an age where AI can generate content in seconds?
The answer, we realized, isn’t about competing with AI…it’s about doubling down on what makes us deeply and uniquely human.
With AI tools becoming more sophisticated, you might assume that personal brands and lived expertise are becoming less relevant. But in reality, the opposite is true. Thought leadership isn’t just about producing content—it’s about being the source of original insights, shaped by years of experience, client work, and deep understanding. That’s the irreplaceable part.
Dark gray and teal braded Will to Change graphic that shows a recent headshot of Jenn T. Grace along with her featured quote
As Jenn Grace put it, “We have to be the source because… if we do not have people who are the sources, thought leaders who are the sources… it’s going to collapse on itself.”
AI can assist in articulating ideas, organizing information, and even identifying trends. But what it can’t do is replace the hard-won wisdom that comes from navigating real challenges, solving complex problems, and making an impact over time.
So rather than resisting AI, the real opportunity lies in using it strategically while making sure your unique voice stays at the center.
Here’s how I see thought leaders leveraging AI effectively:
- As a brainstorming partner—helping expand and refine ideas
- For structure and efficiency—turning a messy draft into a more cohesive piece
- As a research tool—identifying market trends and gathering insights
…but never as a substitute for lived expertise and authentic storytelling.
At the end of the day, thought leadership is about trust. Your audience follows you because of the way you think, the perspectives you bring, and the depth of experience that AI simply can’t replicate.
So instead of fearing AI, let’s ask ourselves: How can we use it to amplify—not replace—what makes us valuable?
I’d love to hear from you: How are you currently integrating AI into your thought leadership, and what challenges or opportunities do you see in balancing automation with authenticity?
You can listen to my full conversation with Jenn Grace [here]