Conference: Oct 5-6
Workshops: Oct 7
Real Thought Leadership in a World of AI Slop – Putting the Human back into Thought Leadership
Megan Gilbert (Vice President, Fortune Brand Studio, Fortune)
Natasha Whitling (SVP, Burson, Burson/WPP)
Date: Tuesday, October 6
Time: 2:00 pm - 2:30 pm
Pass Type:
All Access, 3-Day, 2-Day, Digital -
Get your pass now!
Audience Level:
Intermediate
Track:
Thought Leadership
Vault Recording: TBD
Audience Level: Intermediate
In the quick-moving world of agentic AI, AEO, and rapid creation of social and digital content, human thought leaders may get lost in the slop. To stay relevant, boost reputation, and speak authentically to audiences, brands must platform their thought leaders in a meaningful way—or risk being relegated to the sludge pile—and ignored.
In this breakout session, content and comms leaders Natasha Whitling, SVP, Burson, and Megan Gilbert, VP, Fortune Brand Studio, will unpack the "why" of thought leadership for marketers in the owned and paid media space, and how expertise and creative communications fuel successful content strategies that lead to brand trust. They will also introduce the concept of "reputation capital" and how publisher partnerships can be a key to building it.
Takeaway
• Why brands need to "feed" the new AEO model with expertise
• Define "reputation capital" and provide tips for understanding its impact on brand
• How content can help when your brand takes a reputational nosedive
• Why in-person, human-centric thought leadership cuts through the slop
• Success metrics to prove the value of authentic communication/content