The Future of the Firm The impact of AI on firms' thought leadership
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Jun 29, 2026 Elizabeth Bolshaw, Global Content Strategist at EY who leads its Global Insights editorial team. She discusses how AI has flooded the information landscape, the risk of a “sea of sameness,” and the need for deep expertise to stand out. She covers client cynicism about AI, the rise of generative engine optimisation, governance and fact-checking practices, and how smaller teams can niche and use AI wisely.
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AI Improves Baseline Quality Not Peak Creativity
- AI has raised the floor of quality by eliminating basic errors but hasn't yet raised the ceiling of the very best work.
- Bolshaw argues firms must use AI to go beyond minimum competence and aim for standout, high-impact pieces.
Apply Deep Expertise To New Contexts
- Differentiate by applying deep speciality to new contexts instead of chasing new topics.
- Bolshaw uses Corning evolving Pyrex expertise into smartphone glass and data-center cabling as an example of "new eyes" on established strengths.
Clients Are Deeply Skeptical Of AI Outputs
- Clients show strong cynicism about AI in thought leadership, fearing synthetic data and LLMs.
- GTMI research found 85% would view firms using AI less favorably and 95% disliked synthetic data, signalling trust is fragile.