Why Insurance Thought Leadership Matters More Than Ever

2 February, 2024

Throughout history, information overload has been a challenge. However, in 2023, it reached a whole new level. Now, inundated with AI-generated stories and product reviews, your prospects don’t know what to believe. This is a problem for all of us – as the old saying goes, a confused mind never buys.

Fortunately, there is a solution. You can help your prospects cut through the clutter by establishing yourself as a thought leader they can trust. By consistently providing actionable advice and expert tips, you can win the loyalty of a captive audience, and help inform their insurance and risk management decisions.

Modern AI Is More A Than I

When ChatGPT came out, it could only access information published prior to 2021. This posed a significant problem for people who wanted to use the tool to generate content about current events. Now, ChatGPT can access the internet. Nevertheless, the University of Waterloo warns that the tool may provide false or outdated information. In fact, some evidence suggests it may have become less reliable in some ways. A study from Stanford University found that ChatGPT went from answering simple math questions correctly 98% of the time to answering them correctly just 2% of the time.

Hallucinations also continue to be concerning – and they’ve landed some people in trouble. According to CNN, a lawyer was caught using ChatGPT for legal research after the AI made up fake cases. In addition, CNET had to issue corrections after an AI-written article provided “wildly inaccurate personal finance advice.”

Even when generative AI doesn’t fabricate information, it may not create content that’s insightful or helpful. According to CNBC, Meta’s AI chief says current generative AI programs aren’t even as smart as a dog. To be fair, your dog might be pretty smart – but you probably wouldn’t let your pooch provide insurance and risk management advice.

Generative AI Has Flooded the Internet

ChatGPT launched in November 2022. Since then, generative AI content has flooded the internet and threatened to disrupt countless industries. The Wall Street Journal says websites using AI-generated content are now widespread and publishers are being inundated with useless AI-generated pitches.

Futurism says products with names like “I cannot fulfill this request it goes against OpenAI use policy” have started appearing on Amazon as sellers use ChatGPT to create product listings that no human ever proofreads. CNBC says reviews clearly written by an AI have also started appearing on the site. In addition, Slate says AI images of birds that don’t exist have been circulating online, causing confusion among bird enthusiasts.

While these examples may not cause much harm, misinformation can be serious. NPR says an eating disorder helpline had to take down its chatbot after it provided weight loss tips. AP News says AI-generated images of carnage are being used to provoke outrage over the war in Gaza.

Disinformation has always been a problem – but creating vast amounts of (sometimes extremely-convincing) fake content has never been easier. Back in 2022, Gallup reported that trust in media had reached an all-time low. It’s likely that trust has deteriorated even further since then. In a Vanta survey, most business leaders said they worry generative AI will erode consumer trust.

It’s Time to Prove Yourself as a Thought Leader

Tools like ChatGPT are great for summarizing information, rewording content, and generating email subject lines. However, if you want to create original and insightful content that engenders trust, you need a human.

By the time you’ve carved out a career as an insurance leader, you likely have years of invaluable experience and insight that could benefit others. By sharing these insights, you can build trust and raise awareness for your brand. At a time when AI-generated content is flooding the internet, thoughtful content written by an experienced human is likely to stand out.

Developing yourself as a thought leader doesn’t have to be difficult or time consuming. You already have the ideas – an insurance-specialized ghostwriter can help you quickly transform your knowledge into articles and other pieces of content to share with your audience.

Your prospects and customers are inundated with information. It’s a relief when they can find a reliable voice they can trust – and even better if that voice is yours.

Want to learn more about why thought leadership matters? We’ve created a white paper to show you how insurance thought leadership content can fuel the buyer’s journey. Download it now.

Read also: Thought Leadership Content Marketing