How to Be Memorable When AI Is Churning Out Blah Blah Content

Scroll through LinkedIn on any given morning, and you'll see it. The rocket emoji opener. The "thrilled to share" preamble. The three bullet points that say nothing specific. The call to action that asks what YOU think about the "ever-evolving insights landscape."

You know the post. You've seen it a hundred times. You probably didn't finish reading it.

And it’s not just LinkedIn; 93% of marketers now use AI to generate content faster, and 74% of new webpages include some form of AI-assisted content. But what happens when everyone is following the same recipe? Everything tastes the same.

The Problem Isn’t AI

I want to be clear about something: AI isn't the villain here. It's an incredible tool. It's faster, cheaper, and more accessible than any content resource that's come before it.

But when everyone can produce polished, competent content in minutes, "good enough" is no longer a differentiator. Your distinct value proposition and point of view are what make your company memorable, and it matters more than ever.

We All Remember and Forget the Same Information

Although it’s not perceived as such, memorability is objective. We’re coded to remember for survival. Our brains are hard-wired to prioritize and store information that helps us avoid danger; while discarding or ignoring what doesn’t feel relevant.

Cognitive research shows that people consistently remember (and forget) the same things. Memorability is triggered by certain stimuli, and here are a few:

• Strong emotional connection activates multiple brain regions and drives long-term encoding.
• Surprise and distinctiveness work because the brain ignores the predictable — it's wired to notice what's unusual.
• Shared relevance makes information stickier; when information aligns with your current goals, emotions, or social identity, the brain flags it as highly useful, making the memory stronger, easier to retrieve, and more resistant to forgetting.

But why is being memorable so important? Research from the Ehrenberg-Bass Institute shows that at any given moment, only 5% of potential B2B buyers (as in the people who buy research services) are actively in the market for what you sell. The other 95% aren't ready to buy, but they're still forming opinions. They're watching who shows up consistently, who has something worth saying, and who they'll think of first when they are ready. Thought-leadership isn't about converting the 5%. It's about owning the memory of the 95% – long before they enter the sales cycle.

Purely AI-generated content (the default prompt, the unedited output, the vague brief) cannot challenge, provoke or inspire. It’s just not memorable.

Your Point of View Is the Main Ingredient

The Cambridge Dictionary defines a thought leader as "an expert on a particular topic whose ideas and opinions influence other people." Not someone who summarizes trends. Not someone who repurposes industry news. Someone with opinions. Opinions that inspire and influence. Backed by real experience.

That's the thing AI cannot give you. It cannot have a point of view because it has no stake in the outcome. It has no personal experience, no career history, no client success stories, no hard-won perspective on our sector – and no human empathy. You do.

The question isn't whether you use AI. The question is whether you bring your expertise to every brief. Use it for speed. Use it for scale. But the strategic interpretation, the narrative shaping, the editorial judgement; that's yours to own.

Before You Hit Publish

Here's the test I use. Before any piece of content goes out, ask whether it would convince three audiences: your ideal client (do they think "these people get my world?"), a journalist (is there a story here worth covering?), and your own CEO (would they be proud to share this?). If the answer to any of those is no, go back to the drawing board.

The businesses with a winning content strategy won't be the ones that created the most or did it fastest. But the ones that created intentionally, with an objective in mind. Those who became genuinely famous for a point of view.

The difference between famous and forgettable starts with YOU.