In short: How to use ChatGPT and generative AI without losing trust
- AI can improve efficiency, but as a leader you must set the direction and ensure credibility
- Content must be built on E-E-A-T: experience, expertise, authority and presence
- You and your team are the ones who must contribute insight, perspective, and a clear voice
- Visibility in AI answers is not about speed, but about quality and professional grounding
AI can help you write, but you have to build the trust yourself
Leaders who succeed with AI don’t use it to take over their voice. They use it to sharpen it. The AI tool gives you structure, pace, and linguistic precision, but direction and credibility? That still has to come from you.
AI can streamline research, structure, and first drafts. But it’s people who need to own the message. Without professional grounding, personal experience, and editorial control, the content quickly becomes generic and invisible.
Melanie Bjørngård Jørgensen, Head of Content at Solid Media.
What AI lacks is what you, as a leader, bring to the table: insight, perspective and, most importantly, a voice people actually trust. The more polished the text becomes, the less credible it feels. AI doesn’t reinvent the wheel; it combines what already exists. For your content to create real value, you need to add nuance, experience and professional direction that only you can provide.
Five principles leaders can apply to succeed with AI content
Readers and AI models quickly reveal when content is written by AI alone. You can tell from the tone, the lack of emotion, and the fact that the content doesn’t give you anything you don’t already know. To avoid this, you as a leader need a strategy—not just for how AI is used, but for how your team creates content that performs in search and resonates with the people you want to reach.
1. Use AI as an assistant, not as the sender
AI can streamline research, structure, and first drafts. But it’s people who must own the message. As a leader, you need to ensure that the content reflects your professional direction and your organization’s position. An AI-generated text that hasn’t been edited quickly becomes generic, and that’s something neither people nor AI models respond well to.
2. E-E-A-T is your ticket in
For AI to showcase your content, it needs to be based on:
- Experience: real cases and own observations
- Expertise: strong subject-matter authority and precise explanations
- Authority: who is behind it, and why should we trust them
- Presence: updated, relevant, and grounded in reality
You can’t just prompt your way to this. As a leader, you need to ensure it is embedded in your organization and in your processes.
3. Answer real questions, not just keywords
Visibility in AI-generated answers isn’t about how much you publish, but how well you respond. What are your customers actually wondering about? What choices are they facing? AI can help with structure and language, but the insight has to come from you and your team.
4. Quality over quantity
Google does not reward mass-produced content. Prioritize subject-matter depth, clear focus, and content that demonstrates your own reflections and concrete examples. As a leader, it is your responsibility to enable quality in every publication.
5. Human presence is a competitive advantage
AI lacks the elements that build relationships, such as emotions, nuance, and human judgment. In 2026, the human touch will not only be a tool, but a competitive advantage. As a leader, you should encourage stories, reflections, and an authentic voice. This strengthens both trust and visibility for people and AI.
Visibility before vs. visibility today
Previously, visibility was about ranking in search and driving clicks. Now it’s the AI models that decide what gets shown. Not based on who publishes the most, but on who publishes the best.
You’re not chosen because you publish often, but because you have something to say. It’s about clarity and professional authority, emphasizes Jørgensen.
She believes many companies underestimate how demanding it is to create content that both resonates with the target audience and gets picked up by AI. As a leader, this means you need to set higher standards for both process and content – for what the team produces, and how it is created.
