Making credible expertise visible in an AI-enabled market
Choosing the right expert or specialist advisor is hard as firms with deep expertise are frequently indistinguishable from those producing high‑volume generic output.
Over 90% of professional services firms will be using AI to prepare bid and marketing documents in 2026 according to the Spring 2026 Sector Trends Tracker from the Managing Partners’ Forum.
Given AI is perfect for producing high‑volume generic output, the choice is getting even harder.
Reliance is therefore placed on imperfect signals such as reputation, seniority, incumbent relationships or who happens to be visible.
Another concern is that bid and marketing documents are increasingly being evaluated by AI using techniques that merely amplify existing imperfect signals rather than identify sustained high-quality depth of expertise over time.
This could result in a circular ‘snake eating its own tail’ approach to selecting advisors, much as AI is forcing the recruitment industry to revert to its traditional imperfect selection techniques.
In response to this potential crisis, PM Forum is hosting a specialist masterclass to help you understand what marketers can do about it now. The masterclass combines a reliable way to identify credible expertise with practical guidance on enhancing AI discoverability. You will learn:
- Why credible expertise is often difficult to find, even in firms with strong reputations
- How AI-enabled search and recommendation tools are changing visibility and trust
- Why content quality, structure and evidence matter more than content volume
- How to make service pages, expert profiles and thought leadership easier to find, understand and act on
- Practical steps your firm can take immediately to improve visibility
The session will include a practical workbook and cheat sheet, giving you clear actions to take back to your firm.
Book your place now:
