AI Content & Executive Engagement: George Looker Insights

1. George, with your leadership at Delfy.ai and Contentive, you're at the cutting edge of AI-driven content strategy. In an era of information overload, what are the most effective ways for brands to break through the noise and build meaningful connections with executives?

"It's the ultimate paradox, isn't it? We're drowning in content, yet executive attention is scarcer than ever. To cut through, brands have to fundamentally rethink their approach. For me, it boils down to three key shifts. First, precision over volume – generic blasts just don't work anymore. Our data shows 78% of buyers actively seek industry-specific content; they want relevance, not just reach. Second is context. We've seen a 51% engagement lift in trusted publications – it's about showing up where executives are already seeking expertise. Finally, and perhaps most crucially, it’s about genuine insight. Executives aren't starved for data; they're hungry for perspective – that 'aha!' moment that reframes their challenges. At Contentive, that’s our guiding principle: less about 'what' and more about 'why it matters to you.'"

2. Contentive’s recent research highlights a 51% increase in B2B engagement through branded sponsorships. What do you think makes this format so effective in reaching decision-makers? 

"That 51% isn't just a number; it's a testament to the power of context and what I call 'borrowed authority.' Think about it – executives are bombarded daily. But when a brand appears in a publication like Accountancy Age or HRD Connect, something shifts. It’s not an interruption; it's an invitation to a conversation already happening in a space they trust. They've actively chosen to be there, seeking solutions and insights within those vertical communities. They're in discovery mode, not defensive mode. Their guard is down precisely because they've already vetted the environment for quality and relevance."

3. Many brands struggle to create content that truly resonates with B2B audiences. What are some key elements that make content impactful for executive-level engagement?

"Exactly. Generic content is just wallpaper for executives. Executive-level content doesn't inform – it illuminates. If you want to cut through, focus on three core elements. First, specificity. Executives are drowning in broad pronouncements; they need insights laser-focused on their industry and their unique challenges. Second, pragmatism. They live in the real world, so content has to bridge the gap between big vision and practical application – show them how to use it. And finally, perspective. Our research shows 88% of decision-makers are influenced by thought leadership, but not because they want to be told what they already know. They're looking to be challenged, to reconsider their assumptions. Ultimately, executives don't just need more answers; they need better questions – questions that reframe their challenges in a new light.

4. With AI now playing a major role in content creation, how can brands strike the right balance between automation and authenticity?

"This is the question of the moment. My take is this: AI is a force multiplier for human expertise, not a replacement for it. The sweet spot lies in understanding the strengths of each. AI excels at the heavy lifting – pattern recognition, synthesizing vast datasets, personalization at scale. But what AI can't replicate is human nuance, judgment, and that essential emotional intelligence – the 'so what?' that resonates with another human being. Smart brands are leveraging AI for content operations – things like research, optimization, distribution workflows – freeing up their human experts to focus on what they do best: crafting original insights and truly valuable perspectives. It’s about using AI to make our experts more insightful and productive, not to try and automate thought leadership out of existence." 

5. Trust is crucial in executive-level marketing. What strategies do you recommend for brands to build credibility in a crowded digital space? 

"Absolutely. With all the noise out there, trust isn't just nice to have; it's the bedrock. And you're right, it's not granted, it's earned – painstakingly, through consistently delivering genuine value. For me, it boils down to three core strategies. First, intellectual generosity – freely sharing valuable insights, even if there's no immediate payback. It’s about giving first. Second, appropriate vulnerability – ditching the 'perfect expert' facade and acknowledging limitations. Executives respect honesty more than manufactured perfection. And finally, consistency across every touchpoint. Your message, your values, your voice – they have to be unwavering. The brands that truly earn trust aren't afraid to take a stand, even if it means alienating some. They understand that deep resonance with the right audience is far more valuable than shallow appeal to everyone. And of course, partnering with established vertical media – leveraging that 65% of B2B buyers who prioritize trusted industry sources – is a smart shortcut to credibility." 

6. Sponsorships and partnerships are evolving. How should brands rethink their approach to sponsorships in the AI-driven marketing landscape?

"The numbers really do speak for themselves, don't they? Vertical media partnerships aren't just performing better; they're in a different league. That 51% engagement jump isn't just a statistic; it's a flashing light, telling us executives actively seek out trusted environments to find solutions. When brands align with publications like Accountancy Age or HRD Connect, it’s not about shoving their way into attention; it’s about contributing to conversations that already matter. The partnerships we see really take off aren't just about brand awareness; they're about authority transfer. They position brands as natural participants within the executive's information ecosystem – not some outsider trying to crash the party." 

7. How do you see AI shaping the future of thought leadership and executive branding?

"AI is transforming thought leadership from episodic campaigns to continuous conversations. It enables personalisation at scale, with tailored insights based on specific challenges), as well as dynamic content evolution, real-time refinement based on engagement, and collaborative intelligence (AI systems that help experts identify emerging issues). The future isn't automated thought leadership; it's augmented expertise - where AI helps subject matter experts deliver more valuable insights to the right audiences at exactly the right moment."

8. B2B marketing is often seen as transactional, but storytelling is becoming increasingly important. What role do you think narrative-driven content plays in reaching senior decision-makers?  

"It's a fascinating dynamic, isn't it? We often think B2B is all about spreadsheets and ROI, but the reality is executives are human beings first, decision-makers second. And human beings are wired for stories. As the saying goes, they make decisions emotionally and then justify them rationally. Stories are incredibly powerful for cutting through complexity – they’re like efficient cognitive packaging, making complex ideas memorable and resonant. Our research backs this up – narrative content sees a 37% lift in retention with executive audiences. The best B2B stories follow a simple but effective structure: present a recognised business challenge, introduce an unexpected perspective, and crucially, deliver an actionable framework – something they can actually use. In a world overflowing with data and content, stories create that essential emotional connection that earns – and holds – executive attention." 

9. From Amazon to Blenheim Chalcot, you’ve worked with industry giants. What’s the biggest lesson you’ve learned about building strong brand-executive relationships? 

"You know, working across places like Amazon and Blenheim Chalcot, you might assume the biggest lesson would be some incredibly complex, cutting-edge strategy. But actually, the most profound takeaway for me has been surprisingly simple: even the most iconic brands can never take executive attention for granted. What really struck me was seeing household names, category titans, investing relentlessly in ongoing dialogue. At Blenheim Chalcot, it is all about deep, continuous customer discovery – never assuming your company’s existing differentiator would carry them to success, never thinking they had all the answers internally. At Amazon, despite their unparalleled brand equity, we obsessed over nurturing customer connections, constantly seeking feedback and engagement. The real 'lightbulb moment' for me was realizing that no brand, no matter how dominant, gets a permanent VIP pass into an executive's consideration set. It's a humbling insight, and it’s fundamentally shaped how we approach everything at Contentive – we're about building ongoing conversations, not just fleeting campaign moments." 

10. Looking ahead, what’s one game-changing trend in AI-driven marketing that you think brands should start preparing for today?

"For me, the real game-changer on the horizon is 'conversational intelligence.' We're moving beyond AI simply retrieving data to AI actually reasoning and inferring, generating genuinely deeper insights. At Contentive, our data science team is already building systems that can interrogate our entire audience dataset in ways human analysts simply can't – uncovering hidden patterns and connections. This isn't some abstract future; we're actively deploying these models to help brands understand the nuances of executive decision-making in finance, HR, tech – real-world applications today. What I find truly exhilarating is how this shifts thought leadership from being based on educated guesses to being grounded in evidence-based conversations. Imagine engaging an executive with insights drawn from the actual behaviors of thousands of their peers. The brands partnering with us on these early explorations aren't just staying ahead of the curve – they're actively shaping the very future of B2B engagement for the next decade."