"If you think it's expensive to hire a professional to do the job, wait until you hire an amateur." Red Adair

The world's most famous fire-fighter wasn't talking about AI when he said this but the sentiment holds true. AI has ushered in “intelligence” at the push of a button, but there is a huge difference between ChatGPT prompt results and good advice. 

Many white collar professionals have made a career in the the role of a “trusted advisor” but Artificial Intelligence now equipping clients with vast amounts of very authoritative information on any subject (even if it is occasionally entirely wrong!). The level of confidence that people have in their AI assistant is extraordinary

Professional Services are very expensive but people will continue to pay for them for as long as they trust their advisor more than they trust AI. Ironically, the first step in building that trust is to be recommended by the AI assistant and with AI now indexing everything that is published, delivering truly insightful Thought Leadership now fills two roles; getting recommended by AI and building the trust required to get the job.