Promise and Peril: How attitudes to and practices in thought leadership are changing in the era of AI
The first body of original research from the Global Thought Leadership Institute (GTLI) reveals how thought leadership is shaping executive decision-making—and how AI is fundamentally changing what leaders trust, consume, and act on.
- Based on insights from 1,000 global C-suite executives and 359 thought leadership producers across industries and regions.
- Nearly all organizations (96%) say artificial intelligence is disrupting how thought leadership is created, distributed, and trusted. Executives want innovation—but they are increasingly skeptical of low-quality, AI-generated content.
This GTLI study goes beyond opinion to uncover:
What executives truly value in thought leadership—and where producers are misaligned
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How AI is reshaping trust, discovery, and engagement with insights
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Why relevance, originality, and actionability matter more than polish
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How leading organizations are using AI to augment—not replace—human expertise
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What producers must do now to protect credibility and influence
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The findings expose a growing gap between what producers emphasize and what executives actually need to act with confidence.
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