Summary
B2B thought leadership is evolving as AI makes generic content ubiquitous, raising the bar for meaningful insights. At a Global Thought Leadership Institute panel, experts agreed that human‑led, data‑informed content still outperforms AI alone because it builds trust and authority. Original research, rigorous fact‑checking, and credible voices help brands stand out amid AI noise. Marketers must also create experiential formats, such as interactive tools and videos, to engage modern audiences. Finally, visibility now depends on optimizing for both humans and AI‑powered discovery systems. To succeed in 2026, B2B brands must deliver distinctive, trustworthy content that answers real buyer questions.
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