Five takeaways for differentiated AI thought leadership

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1. Strive for practical, precise content that is integrated with your broader messaging
Piers Tomlinson: We’ve seen some businesses shoehorn AI into content where it doesn’t belong, resulting in outdated and bland material. Integrating AI properly into a larger story, such as AI and diversity or AI and climate, can create a more robust and relevant narrative. How can brands ensure they’re presenting a fresh perspective on AI?

Hannah Freegard: Investing time upfront in getting the research hypotheses right is essential. Strong, clear hypotheses can guide the research and help uncover diverse perspectives within an organisation. For example, comparing views between senior leaders and junior employees can reveal perception gaps and provide valuable insights. Clever survey design is fundamental to identifying leader groups and linking AI performance to tangible outcomes like revenue growth.

2. Storytelling will lead your audience through the data and inspire them to act
Chanice Henry: It can be intimidating to say something new in a saturated space. Focus list of paraguay cell phone numbers on audience pain points and zoom into the nitty-gritty details. For instance, addressing common mistakes in AI implementation and offering practical solutions can add real value. It’s about moving the needle in the right direction and demonstrating your company’s relevant expertise and innovation.

Piers Tomlinson: And don’t just present data. Use storytelling to guide your audience through the information, making it engaging and actionable. This approach helps to contextualise the data and make it more relatable.

3. Actionable insight is more compelling than technology showcasing
Hannah Freegard: Think with the headlines in mind from the beginning and design the survey accordingly. Don’t be afraid to tackle controversial topics sensitively and appropriately. Repeat surveys can help track adoption over time, linking it to financial growth, which appeals to journalists with its tangible data points.

Chanice Henry: Bold stances are necessary but should be backed by evidence. Ensure your content strategy is intentional, with a journalistic approach to survey design. Distinctive headlines and claims, supported by data, will place you in the intelligent influencer quadrant, cutting through the noise effectively.

4. Don’t be afraid of unexpected findings and unexpected viewpoints
Piers Tomlinson: One successful approach we’ve used involved a client survey on time wasted by finance teams chasing late payments. By analysing the data from different perspectives and comparing it with external sources, we extrapolated a significant figure. This led to extensive media coverage, showcasing how a promising data point, approached from various angles, can create a compelling story.