Written by: Vickie Sullivan  |  May 19, 2026

How AI Is Changing the Value of Expertise

Heads up: this Adweek article outlining AI marketing trends has some giant red warning lights flashing for AI and thought leadership.

We all know that AI is disrupting everything in its path. Two trends with big ripple effects are hidden in plain sight:

• AI is redefining expertise. The first trend deals with big changes in work identity. This dynamic will also play out in our space and goes way beyond changing what we offer. “Expertise” will now be defined by our roles, with AI taking center stage.

• Good ideas are now free. Key quote from trend #5: “The uncomfortable truth is that AI does not kill creativity. It kills the pricing power of good ideas.” This distinction is huge. Prices will tumble for those who are not positioned well.

That’s the part about AI and thought leadership that many aren’t seeing yet.

AI is commoditizing a lot of the status quo. The real challenge now is figuring out what buyers still value enough to pay premium prices for and repositioning yourself around that fast.

Now Read This:

• AI-Driven Decision-Making Is Rewriting the Rules of Marketing
• Market Strategy for Thought Leaders

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