Authenticity in the Age of AI: Why Earning Attention Matters More Than Ever

Out on the ranch, I’ve learned (the hard way) that you can’t force attention. You can rattle a feed bucket, but if the herd doesn’t know what that means, if the don't trust you, they won’t come. Trust is built over time...through consistency, presence, and a kind of quiet authenticity.

I think about that lesson a lot when I look at what’s happening in the digital world. We’re moving into an era where traditional search is fading, and generative AI is changing how people find, consume, and trust information. It’s no longer about keywords. It’s about answers.

And that raises the stakes. Visibility doesn’t go to the loudest voice anymore. It goes to the clearest, most authentic one.

The Role of Authenticity and Engagement

AI can surface your content. But it can’t make people care. That’s on us.

For executives, this means going beyond polished thought pieces and into genuine engagement. Think:

• Jumping into the comments when someone asks a real question.

• Hosting a live Q&A that lets people see the human side of leadership.

• Sharing insights that aren’t just strategic, but personal.

The leaders who thrive in this next era will be the ones who engage, not just broadcast.

Leveraging AI for Smarter Engagement

But here's the upside: AI isn’t just the gatekeeper — it’s also the guide. Analytics can show you what resonates, what your audience craves, and where the conversation is already alive.

It’s not unlike opening every gate on the ranch and seeing which pasture the cattle choose. The smart move is to pay attention to those signals and adapt, instead of trying to drag the herd somewhere they don’t want to go. Just ask my mom who opened the gate to the jig field hay meadow this week. It had the tallest, most lush grass (out in the open pasture; no shade) but the cows couldn't be bothered... They might stumble into it in a few days or weeks if and when temps drop, but for now, signals are pointing to something different.

Conditions change, signals shift, and timing matters. Adapt accordingly.

Practical Steps to Adapt

So how do you stay visible when attention is scarce and algorithms are rewriting the rules? Start here:

• Identify your core themes. Choose 1–2 lanes where you want to lead and show up consistently.

• Structure your content. Clear formats like FAQs or lists not only help readers but also help equip AI to surface your insights.

• Engage authentically. Don’t let your content be the final word; treat it as an opening for dialogue.

• Use AI insights wisely. Let data shape your direction, but keep the human connection at the center.

• Stay current. The pace of change is rapid; leaders who learn out loud stand out.

Navigating the Future of Executive Visibility

This is a turning point. Traditional search is slipping into the background. The way we earn attention, and the way we hold attention is being rewritten.

The ranch has taught me that trust and presence matter more than noise or speed. The same is true here: in an AI-driven age, what breaks through isn't defined by how loudly you broadcast, but by how clearly and authentically you connect.

In the end, whether it’s cattle in a pasture or leaders in a crowded digital landscape, attention isn’t taken. It’s earned.