Bye Gove: why experts hold the key to unlock brands’ audiences in AI era

Conservative politician Michael Gove famously claimed 10 years ago people have “had enough of experts saying that they know what is best”. 

How times have changed. Experts bring knowledge, credibility and human connection that corporate messaging can’t replicate.  

They are the bridge between brand and audience and a critical signal of trust – essential for protecting and connecting a brand. 

AI loves an expert – but our new report has revealed a third of British businesses don’t know their most qualified people. 

This is despite boffins being the most vital trust signal that AI  large language models (LLMs) look for when establishing their answer to a query. 

With up to 90% of online searches now using AI, UK brands are unprepared for the reality of how to be found in this new search landscape. 

Analysis of how LLMs work has shown how they prioritise credible individuals rather than brands, so the best way to build a connection with an audience and get surfaced more often in AI recommendations is via an expert human. 

In a survey of 100 brand owners and heads of marketing, it seems that message is yet to be adopted widely. 

The average number of experts in a business is a pretty high seven, but just 31% have identified who those people are. 

Only one in five businesses publish expert content weekly, with LinkedIn being the most used platform (68%). Publishing content is the first step; getting it seen is another matter. 14% of those asked, said they had no budget to promote their subject matter experts’ insights. 

Democracy’s new report ‘The Power Of I’ digs into this opportunity for brand comms and gives practical examples of how individual branding supercharges brand reputation, as well as spotlighting case studies. 

We used our experts to invite a Times journalist for a feature about a day inside Delamere rehab, the UK’s only purpose-built addiction treatment clinic, which generated £100,000 worth of bookings. 

Meanwhile, we teamed up with grow-your-own expert and GARDENA ambassador, Huw Richards, to share tips in a range of top titles – including Country Living and Ideal Home. 

Credible experts are even more important given the scourge of fake AI experts eroding trust between PRs and journalists. 

By Jove, Gove was way off the mark with his 2016 claim. 

Long live the expert. Download The Power Of I report here.