AI is transforming how buyers research professional services firms. But rather than ending thought leadership, it may force marketers to finally focus on what makes great content valuable in the first place, says Rob Watson.
Many things in marketing are being tipped for transformation, extinction even, thanks to AI. When technology emerges so rapidly, bold claims are made and it’s hard to know who to listen to and who to trust.
Thought leadership has become a staple for professional services firms, with prospects wanting evidence of deep, specialist knowledge as part of a long complex sales cycle.
So, can AI meaningfully affect thought leadership?
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