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How editorial thinking gives brands an edge in the age of AI

The case for human-led thought leadership as a currency of trust

September 2025

The world of B2B communications is in the midst of a profound shift, thanks to the rise of AI making content creation faster and more abundant than ever before. Today, we get imminent answers by simply prompting the AI of our choice. But this efficiency comes with a paradox: as the volume of content skyrockets, its value drops. The market is now saturated with generic ‘noise’ that makes it harder for brands to stand out.

At Hattrick, we believe the solution is to focus on the one thing AI cannot replicate - your genuine human voice. We help our clients navigate this complex world, dominated by large language models (LLMs), by ensuring they’re sharing authentic stories enriched with "human elements" that AI cannot replicate.

LinkedIn has become the preeminent channel for this new form of discovery. It is where B2B conversations happen, where journalists validate expertise and increasingly, where AI tools turn for reference.

The shift in discovery

People and businesses are changing how they find information. Instead of just using traditional search engines, like Google, they are increasingly turning to AI tools and assistants.

A report by Future, a global platform for specialist media, highlights that 62% of users in the UK now prefer generative AI tools over search engines for their queries, signalling a clear shift in behaviour.

Outreach company, Sopro, backs this finding and says that nearly nine in 10 (89%) of B2B marketers use LinkedIn for lead generation. That means the quality, originality and authority of what you publish matters more than ever.

The power of perspective

In this new landscape, thought leadership is no longer a 'nice to have', it’s a strategic need. B2B decision-makers say an organisation's thought leadership content is more trustworthy than its traditional marketing materials when it comes to assessing expertise.

According to the Edelman–LinkedIn 2025 B2B Thought Leadership Impact report, more than half (55%) of hidden decision-makers use provider's thought leadership content as a part of their overall vetting process. It also states that 86% want fresh perspectives over knowledge that is widely available. Buyers are also educating themselves more deeply before speaking to suppliers, seeking out expert voices that help them make sense of complex change.

Sharing unique or interesting industry views and insights shapes conversations, builds authority and opens doors that promotional content alone cannot.

Credibility crisis and opportunity

The ease of AI content creation has devalued generic material leading to a crisis of credibility. While AI has made it possible to produce material quickly, much of it recycles existing ideas - without adding anything new. A recent study by Originality AI, found that 54% of long-format content on LinkedIn was suspected to be generated using AI. Readers can sense the difference and unremarkable, AI-churned content risks leaving a brand sounding indistinct or untrustworthy.

This has given rise to "thought followership" which means content that is merely an amalgamation of what has already been said, lacking originality or unique perspective. In this landscape, leaders are those driving the conversation with fresh ideas, while followers simply echo it and fade into the background.

Furthermore, research shared by Luke O’Leary, VP of Media Strategy & Operations at NP Digital, during a Digital Marketing Institute (DMI) Trends webinar revealed that 52% of readers scroll past and do not engage with content that appears to be AI-generated. By contrast, a piece authored by a subject matter expert feels authentic and authoritative. This amplifies the importance of trust as the new competitive currency for B2B brands.

Human led - AI enhanced approach

At Hattrick, we see AI not as a replacement but as a tireless assistant. It can help with research, surface trends and create first drafts. But it’s the experts that bring in proprietary data, lived experience and original analysis.

It’s also important to remember that the true value of the content AI so speedily creates is directly proportional to the quality of human input. This was evidenced in a research experiment conducted by MIT Sloan School Affiliates, showing that improvements in output quality were driven equally by the AI itself as well as how people interacted with it. 50% of the performance boost came from using an advanced model, while the other 50% came from users adapting and refining their prompts.

This blend of human insight and AI efficiency produces content that is not only credible but engaging. The future belongs to those who can combine AI and human originality to extend reach, improve pace and build trust.

Having an editorial mindset

To identify what is worth saying requires an editorial mindset. This means having the ability to find the "white space" where your expertise is underrepresented. It also means resisting the temptation to over rely on AI to produce content that is inward-looking or repetitive. The backlash against such content is growing, with a KPMG study finding that 78% of UK citizens are concerned about negative outcomes from AI, such as a loss of human interaction and connection, with 55% of respondents already experiencing this and highlighting the need for human-led originality.

At Hattrick, we help clients interrogate their own ideas, find fresh angles and strategically position their expertise. This approach ensures their voice is not only heard but respected as a trusted source in the industry.

A good example is our work with Jubb (now Ridge), where a thought leadership roundtable not only reinforced their positioning as a credible industry partner but also drove a 90% increase in LinkedIn visitors. By bringing fresh insights to the table and supplementing media coverage with a distinctive industry perspective, the team continues to stand out as a trusted partner in data centre delivery.

The Hattrick advantage

As a specialist B2B communications agency with a core focus on "turning expertise into influence", our advantage lies in our deep insight and strategic storytelling that helps organisations cement an authentic PR position.

Increasingly, we’re also working with our clients to improve their employee profiles and amplify leadership voices, enabling them to build a stronger presence on LinkedIn. By supporting individuals to become visible experts, we ensure that brands build authority on the platform that matters most in B2B.

AI systems are already ingesting today’s authoritative content to answer tomorrow’s queries. Brands that lead the conversation now will shape what others reference later. The FT’s Longitude blog highlights that early movers in publishing credible AI-era content disproportionately shape what generative tools surface in response to business queries. In other words, there is a genuine first-mover advantage in being the source material.

Hattrick partners with clients to elevate their expertise, identify the conversations they can credibly own across all channels, ensuring stand out that is set for the long run.

If you’re rethinking your strategy in this AI-driven landscape, get in touch to explore how our editorial thinking can elevate your thought leadership approach.