The biggest lie in marketing right now? That AI replaces authenticity. Most businesses think they’re building authority with AI. Most are actually destroying it because it’s not done correctly. While…
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The biggest lie in marketing right now? That AI replaces authenticity.
Most businesses think they’re building authority with AI. Most are actually destroying it because it’s not done correctly.
While you’re debating whether to use AI, your competitors might be starting to use it correctly to position themselves as the go-to experts in your space.
The difference is everything.
The problem isn’t AI. It’s how people use it.
When most businesses mention AI content creation, potential clients immediately picture generic, soulless content that reads like it was written by a robot. They’re right to worry.
Because that’s exactly what most businesses are doing.
They’re asking ChatGPT to “write an article about leadership” and publishing whatever comes out. The result? Content that feels empty, lacks unique perspective, and ultimately damages credibility.
More than 71% of consumers worry about trusting what they see because of AI, and nearly 83% believe AI-generated content should be labeled by law, according to recent research.
This creates a massive opportunity for businesses who understand the real power of AI.
The breakthrough comes when you stop seeing AI as a creator and start seeing it as a journalist.
Think about how media outlets work. A journalist interviews you, extracts your unique insights, and crafts them into a cohesive story. They don’t make up your expertise. They amplify it.
That’s exactly how AI should function.
One of our clients put it perfectly after experiencing our approach: “The content is my words exactly. It is bang on. Really good!”
This is the fundamental shift most businesses miss. They prompt AI to create content instead of using AI to extract and polish their existing expertise.
The right approach uses AI to interview you, capture your thoughts and expertise, and stitch them together. It doesn’t add anything else or remove anything. It simply polishes your wisdom.
Your mind is already filled with valuable knowledge. The right AI protocol turns that into compelling content that sounds like you at your best.
While most businesses debate whether to use AI at all, forward-thinking competitors are quietly building authority empires.
With AI, you can move exponentially faster. The scale of content production once reserved for high-budget operations is now available to anyone.
But here’s where the invisible shift happens: Now that anyone can create content at scale, what matters isn’t the volume but the substance.
Real expertise becomes the differentiator.
According to the 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report, 52% of decision-makers and 54% of C-suite executives spend an hour or more per week consuming thought leadership content. And 90% of these decision-makers are more receptive to companies consistently producing high-quality thought leadership, with 86% likely to include these companies in RFP processes. You can find these insights at this business resource.
The question isn’t whether you should use AI. It’s whether you’re using it to amplify your real expertise or to mask a lack of substance.
AI has democratized content creation, creating what I call a “trust desert” across industries.
When everyone can create polished content, the surface-level signals of expertise become meaningless. Audiences grow increasingly skeptical of all content, regardless of source.
This trust desert is widening. A staggering 70% of professionals report that most thought leadership content they encounter doesn’t deliver valuable insights, according to ContentHacker.
To stand out in this environment, you need more than just content. You need more than guarantees and promises.
You need real expertise, products that deliver, and authentic relationships.
The businesses that will thrive are those that understand AI doesn’t replace these fundamentals. It amplifies them.
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Most businesses measure the wrong metrics when evaluating their AI marketing efforts.
They track views, likes, shares, and other vanity metrics that say nothing about actual authority building or business impact.
The metrics that actually matter? Acquisition, results, and retention.
If your shared expertise is good enough to acquire a customer, that demonstrates a baseline level of authority. If your expertise then delivers results for that customer, you’ve proven your value. And if you retain that customer over time, you’ve confirmed your sustained expertise.
But if you can win customers yet can’t deliver results, you’ve exposed an expertise gap that no amount of AI-generated content can fix.
In 2025, 56% of marketers are still using AI in isolated, ad-hoc ways, and 51% cannot track ROI or see the true business impact of their AI investments. This reveals a significant opportunity for strategic implementation, according to Jasper’s 2025 AI Marketing Trends Report.
The businesses that close this authority ROI gap will dominate their industries.
AI doesn’t have unique stories. It has general insights common to humanity.
What makes content compelling are the experiences and stories that make you relatable. These come only from human expertise.
The future belongs to businesses that blend AI efficiency with human expertise.
Half of respondents in the U.S. say they would trust AI-powered search engines more if the content was verified by a human first. This emphasizes the hybrid approach that combines AI efficiency with human expertise.
This isn’t about choosing between AI or human-created content. It’s about leveraging both in their optimal roles.
AI excels at scaling, organizing, and polishing. Humans excel at creativity, emotional connection, and unique expertise.
The businesses that understand this distinction will build authentic authority at scale.
Building authority with AI requires a systematic approach.
Here’s the blueprint we’ve developed at Benske Agency:
First, we analyze your business, products, services, and ideal customer profile to develop targeted content ideas.
These ideas become long-form articles using our AI interview protocol that extracts your insights, expertise, and thoughts.
Each article then transforms into 3-5 social media posts and long-form videos, creating a content ecosystem from a single conversation.
We build customer acquisition funnels fueled by ads to drive traffic. The content serves as a rapport and trust builder, moving people down the funnel while increasing trust.
Over time, this content becomes an organic customer acquisition channel, working alongside paid strategies:
Organic content drives traffic, builds trust, and showcases expertise.
Paid strategies deliver immediate results and scalability.
Nurture sequences via email and SMS maintain relationships.
Funnels convert attention into qualified leads.
Our team handles the entire execution with continuous optimization.
This comprehensive system generates inbound opportunities without sacrificing authenticity.
Why are 90% of businesses using AI for marketing actually destroying their credibility?
Because they use generic content that AI pulls from various internet sources instead of creating unique content based on their specific expertise.
They’re essentially publishing slightly reworded versions of content that already exists, adding nothing new to the conversation.
The key insight most miss: AI isn’t that advanced. It’s not that unique. It uses information already available, processed through large language models.
That’s precisely why relying solely on AI is dangerous. You end up with generic content indistinguishable from thousands of other businesses in your space.
The solution? Use humans for expertise and AI to amplify that expertise.
Our internal content system allows clients to create content at scale without losing their authentic voice and unique perspective.
You face a clear choice in today’s AI-driven marketing landscape.
Continue using outdated methods and watch as competitors build authority empires around you.
Use AI incorrectly and actively damage your credibility with generic, soulless content.
Or embrace the hybrid approach that leverages AI to amplify your genuine expertise.
The businesses that will dominate in the coming years aren’t those with the most advanced AI tools. They’re the ones who understand how to use AI to showcase their real expertise while maintaining authentic human connection.
The question isn’t whether AI will transform your authority positioning.
It’s whether that transformation will make or break your business.
What will you choose?
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