How brands can make the AI era the age of the individual expert
We keep hearing how the AI era will be a sacrifice of human jobs in the pursuit of efficiency and productivity. But there’s another narrative at play... one where human talent comes to the fore.
All the large language models - from Copilot to ChatGPT to Google AI Overview - seek trust signals to arrive at their answers and recommendations.
Brands don’t build trust through corporate messaging and faceless slogans. The best way to build a connection with an audience is via a credible human.
In the AI era, companies that want to know how to get surfaced more often in recommendations will find the answer is close to home – their people.
We can see how the AI bots are working, how they prioritise credible individuals rather than brands.
Internal 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.
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.
We asked company leaders to assess their teams for subject matter expertise. On the plus side, the average business has more than six in-house ‘experts’. However, only 20% are publishing expert content on a regular basis and too many are held back by not having a clear and strategic plan in place to elevate these people across multiple platforms.
It is the job of a forward-thinking agency partner to identify credible internal voices, support them with the right structure and confidence, and ensure expert-led communication is inclusive, strategic and aligned with long-term trust.
Download ‘The Power Of I’ NOW to see how you can supercharge your brand’s visibility and authority in this age of algorithms.