By Brittany Lieu, Marketing Consultant at Heinz Marketing
“If you don’t take the time to write it, I won’t take the time to read it.”
I saw this heated take on LinkedIn the other day, buried among all the AI chatter on my feed. It stuck with me because it’s kind of true. At this point, we’re all AI detectives, looking for the telltale signs like the em dashes (—) that make us lose interest fast.
In part 1, I talked about the AI ick we all notice in content, the stiff phrasing, the generic claims, the little giveaways that make it obvious a machine wrote it. That lack of human touch is the most obvious with thought leadership content.
In this post, let’s discuss how to avoid triggering the “AI ick” when it comes to top-of-funnel thought leadership content. Unlike some other content, like marketing emails, ads, and product copy, thought leadership lives and dies by the human touch. People are looking for nuance, perspective, and a sense that someone with real experience actually thought about this stuff.
Here are a few ways to make sure your thought leadership feels human and memorable without triggering anyone’s AI ptsd.
4 Practical Tips that are Anti-AI Ick
1. Lead with perspective, not summaries
AI can regurgitate trends, but thought leadership thrives on your viewpoint. Start with your take: why something matters, what’s surprising, or what’s often overlooked. Ground insights in your experience or observations.
- AI output: “Remote work is changing how companies operate.”
- Humanized edit: “Remote work isn’t just changing schedules. It’s forcing leaders to rethink trust, culture, and collaboration in ways many hadn’t anticipated.”
2. Show your reasoning, not just conclusions
Readers want to see your thinking, not just your answers. Share the journey, like how you analyzed a problem, wrestled with trade-offs, or tested an assumption. Nuance and reflection make insights credible and relatable.
- AI output: “Sustainability initiatives are good for business.”
- Humanized edit: “The companies that thrive in sustainability aren’t the ones with the flashiest programs. They’re the ones willing to experiment, fail, and adapt. Those lessons are what other leaders should pay attention to.”
3. Let your authentic voice shine
AI writes perfectly, but humans write with curiosity, humor, and imperfection. Ask questions, add subtle asides, or make candid observations. Those little touches tell readers someone real is behind the words.
- AI output: “Innovation drives competitive advantage.”
- Humanized edit: “Ever notice how some teams seem to invent the future while others just keep up? Often it’s not the ideas themselves, but how people challenge assumptions and collaborate that makes the difference.”
4. Tie insights to real-world impact
AI can explain trends abstractly, but thought leadership resonates when readers see the tangible effect. Use examples, scenarios, or stories your audience recognizes, showing not just what’s happening, but why it matters.
- AI output: “AI adoption improves efficiency.”
- Humanized edit: “Leaders I talk to often say AI is only as smart as the questions they ask. The real breakthroughs happen when insight meets experimentation—and when teams are willing to rethink old habits.”
Final Thoughts
AI can help you draft thought leadership content quickly, but it cannot make your insights memorable on its own. The difference comes from human edits that add perspective, reasoning, subtle personality, and real-world examples. These small touches transform generic drafts into content that resonates, engages, and sticks in readers’ minds.
Remember, people don’t just read ideas. They read intent, expertise, and authenticity!
Curious about how we help leaders create impactful thought leadership? Connect with one of our experts today.
The post How to Create Content that Doesn’t Give People the AI Ick – Part 2 appeared first on Heinz Marketing.
