Why business leaders need to keep keepin’ it real

Back in 2020, the Guardian published an article written by an AI robot – OpenAI’s then new language generator GPT-3. This was a crazy notion at the time. 

Now, however, chances are every other LinkedIn post could be AI-generated. And not only is AI helping people to write, but even to speak through video avatars. In this context, AI has the potential to be a great assistant, learning tool and idea generator. But there are intrinsic communication and creative skills we must hold onto and cultivate.

Bogged down in a swamp of AI-generated content, where hallucinations and verbose language are, for now, still prominent, authenticity and human nature are only going to become more of a differential and what people will be craving – and this is especially true when it comes to business leaders trying to cut through the noise. 

Sticking out from the AI swamp

LinkedIn is already a minefield of every person and their dog trying to get their point across. You can tell the difference between those churning out generic posts in an attempt to create traction, the ones who lean too much into selling their opinions or make those really tenuous and hilariously baffling links (“what my marriage taught me about B2B sales” anyone?), and those who actually have something of value to offer. 

Done correctly, and it’s the optimal way for a business leader to say their piece in a genuine, creative, humorous and intelligent way. And it’s the humanity within this that strikes the right notes with the audience. 

Harking back to the AI founders event we did this time last year, journalist Adi Gaskell pointed out that even though computers are better than humans at chess, we still want to watch humans play the game. 

If we take this example, we can see how computers are used to improve chess players and highlight moves that humans wouldn’t even see, also providing live information and insights on games. But the players are what the fans have come for: the personalities, sizzling rivalries and ingenious human chess play are what excites them. 

So, in a PR context, while AI can be used to assist leaders, sparking ideas for content and driving analysis and insights, when it comes to promoting the brand, it’s the appeal of the business leader ‘keepin’ it real’ that can make a real difference. 

Building credible thought leaders

If you read a news article simply reporting the facts, then whether AI has written it or not may not be as evident. But when it comes to offering opinions on the matter, that’s when the human voice really stands out. That’s why positioning leaders as thought leaders and writing for credible publications and opinion sections holds great value: people want to hear opinions. (And there’s a reason the podcast format is so popular).

Interviews of course offer a brilliant way of promoting a CEO or business leader, their insights and their company all at once and to a wide audience. Just last week we secured TechMarketView’s Craig Wentworth a primetime spot on BBC1’s 6pm news, where he shared his expert insights on the implications of the DeepSeek news for both consumers and businesses. 

Craig Wentworth speaking on BBC News at 6pm. Photograph: CommsCo

This is exactly what makes PR powerful – being ready to step in with thoughtful, credible voices when it matters most. Thought leadership pieces, interviews and personal anecdotes are of intrinsic interest to businesses and consumers alike. And they can all then be shared on LinkedIn. 

This is not to say don’t use AI at all; the tides of change are flowing and businesses can ride the wave. It’s to say keep the value of human content and authenticity, particularly when it comes to business leaders and their promotion. That way, they can keep keepin’ it real.