Insights.
Notes on leadership communications, executive voice, and where audiences actually pay attention.
The EU AI Act’s label for AI-written comms.
Article 50 applies from 2 August. The exemption for human-reviewed text is narrower than most teams hope.
Nobody owns AI visibility yet.
73% of PR professionals call visibility in AI answers important. 29% say nobody in their organisation owns it.
AI answers quote people, not pages.
75% of the LinkedIn content AI assistants cite comes from individual profiles. Being quotable is the job now.
Going quiet is not going silent.
Support for corporate stance-taking has fallen from 89% to 55% in three years. Presence is a different question.
Where the reach actually lives.
Personal profiles run at 4.7% engagement; company pages at 1 to 2%. The gap is decided by whose name is on the post.
Manage the floor, not the ceiling.
The hardest piece of executive content to get right is never the first one.
One clear voice beats volume.
AI made making more content easy. It did nothing for whether your leader sounds like the same person everywhere.
Follower count barely matters to AI answers.
Half the people AI assistants quote have under 10,000 followers. Expertise, not reach, decides who gets cited.
LinkedIn company pages are declining.
Company-page reach has fallen around 64% since 2024. The reach has moved to people, and that changes where communications work sits.
Most comms teams measure the wrong thing.
69% of corporate affairs functions still report on reputation, not results. Boards fund what they can read in business terms.