Experts Matter. Find Yours.

How AI can improve poor leadership writing and boost productivity

Poor written communication from leaders can create the kind of confusion it intended to avoid. University of Delaware career expert Jill Gugino Panté suggests using AI to sharpen emails, clarify expectations and reduce unnecessary calls. Getting through to employees with strong messaging can boost productivity by saving time and reducing unwanted meetings, she says. Panté, director of UD's Lerner Career Services Center, says that good leadership writing should be direct and outcome-driven, with no fluff, and offered the following advice for improvement. ✅ Don’t bury the lead. Start with what decision needs to be made, what action is required, and the deadline. If your writing doesn’t reduce ambiguity, it’s going to add to it. Vague communication can create interpretation gaps which, in turn, can create more meetings. When ownership isn’t defined, decisions aren’t documented, or outcomes aren’t clear, teams default to “Let’s hop on a call.” Meetings then become the fallback for unclear thinking. ✅ Generative AI can be a powerful clarity tool if it’s used intentionally. When used well, it can sharpen your ask and structure communication for action. The key is prompting it to refine your message, not just polish it. Leaders can use prompts like: • “Rewrite this message so the action, owner, deadline, and success metrics are explicitly stated" • “What assumptions or ambiguities exist in this message?” ✅ Good writing can replace unnecessary meetings. If communication is not direct, outcome-driven, and structured for action, it will cost you time somewhere else. Here are some practical actions that leaders can make in their writing: • Start with the Ask - Be explicit about what decision or action is needed. Don’t make people search for it. • Define Outcomes - Clarify deliverables, timelines, budgets and state what success looks like. • Clarify Ownership - Identify who is responsible for the request. • Document Decisions - Write down what has been decided and reiterate next steps, owners, and deadlines. To connect with Panté directly and arrange an interview, visit her profile and click on the "contact" button. Interested media can also send an email to MediaRelations@udel.edu.

What Makes Someone an Expert?

When you are first introduced to expertise marketing it can be hard to imagine that there are experts hiding within your organization. We tend to think of experts as a small group at the top but in reality that is just the tip of the iceberg. Across teams and departments there are people with the knowledge, skills and experience to contribute to meaningful conversations with your audiences. These individuals may not always carry the title of expert but their perspectives can help explain complex issues, contribute to research and shape the content your organization produces. When their expertise is recognized and supported it can help build trust with key audiences including media, industry partners and prospective clients. The challenge many organizations face is knowing how to assess expertise in the first place. To identify these hidden experts and understand the role they can play in an expertise marketing program it helps to start with a simple question. What actually makes someone an expert? The 7 Attributes of Expertise By definition an expert is someone with comprehensive or authoritative knowledge in a particular area of study. While formal education and certifications can be important starting points many fields do not have a clear set of criteria that determines expertise. In practice expertise develops through a combination of training, research, professional experience and real-world application. It is also shaped by the level of trust and recognition someone has earned within their profession or community. When evaluating expertise across your organization it is important to consider the different roles people can play. Many individuals have invested years developing deep knowledge in their fields but not everyone is interested in speaking at conferences or appearing in the media. That does not reduce the value of their expertise. Many contribute through research, insights and content development that support broader visibility for the organization. Here are several attributes that help define expertise and the roles people can play within an expertise marketing strategy. Authority: Has a reputation with an audience as a trusted source of insight and perspective. Advocate: Demonstrates a commitment to advancing a professional community or area of practice. Educator: Teaches and inspires others through lectures, presentations or classroom instruction. Author: Develops articles, commentary or thought leadership that expands their reach and influence. Researcher: Generates new insights through research, analysis or field work. Practitioner: Applies specialized knowledge in a professional setting by delivering services or solutions. Graduate: Has formal education or professional training that demonstrates proficiency in a subject area. Understanding these attributes helps organizations see that expertise exists across many roles. Once those individuals are identified the next step is determining how their expertise can contribute to broader visibility and engagement.   The 4 Levels of Expertise Understanding how to promote expertise is an emerging discipline for many organizations. Unlike traditional career paths expertise does not always follow a predictable hierarchy. When we consider which experts are most visible to audiences it becomes clear that visibility is not always tied to seniority or authority within an organization. Professionals at many stages of their careers are now sharing insights through social networks, industry publications and personal platforms. This means that a senior researcher with decades of experience and a younger professional actively sharing insights online could have a similar level of visibility. Because visibility is influenced by personal motivation and interest in public engagement many organizations recognize the need to better identify and support experts across their teams. Doing so helps ensure that valuable knowledge is not overlooked and that more voices can contribute to meaningful conversations. The framework below can help organizations take inventory of their expertise and develop a path for individuals who are interested in contributing content and building visibility with key audiences. Now that we’ve provided a broader picture of what expertise looks like, it’s time for you to ask, “How does my organization stack up?”   Bench Strength: Taking Stock of Expertise Across Your Organization Expertise is in high demand. Audiences are looking for credible voices who can provide context and insight on complex issues. For organizations, this means it is critical to understand how their collective expertise can be channeled into meaningful conversations with their audiences. As you review the attributes and levels of expertise outlined above you may begin to recognize individuals within your organization who have valuable knowledge but may not have been considered visible experts before. Identifying these individuals is an important first step but recognition alone is not enough. Mobilizing expertise marketing requires support and investment from leadership across the organization. Senior leaders will want to understand the value of elevating internal expertise and how it contributes to reputation, visibility and opportunity. The organizations that succeed are those that recognize expertise as a strategic asset and take deliberate steps to surface it, support it and share it with the audiences who are actively searching for it. The Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download an industry-focussed copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy

Op-Ed: Crypto innovation needs stability, not shortcuts

After months of bipartisan negotiations, Congress continues to debate crypto market structure legislation, though questions remain whether common sense investor protections will be included in a new federal framework for digital assets. These proposals address fundamental questions aimed at providing needed clarity for digital asset markets, including around agency jurisdiction, and trust and confidence for mainstream adoption of modern markets. At times, the negotiations fractured over stablecoin yields, while provisions addressing decentralized finance and developer liability and the importance of investor safeguards have proven similarly divisive. The GENIUS Act prohibits stablecoin issuers from paying interest, recognizing such payments transform digital tokens into bank deposits requiring regulatory oversight. Platforms opposing restrictions on stablecoin yields prioritize business models generating revenue by offering deposit-like products without deposit-like regulation – an unfair regulatory arbitrage that disadvantages prudentially supervised banks, drains funding from local lending and introduces systemic risk without corresponding accountability. While these complex issues require careful calibration, there is no substitute for keeping investor-first reforms at the center of market structure legislation and prioritizing clear rules and robust investor safeguards that ensure digital assets benefit everyday investors and that America strengthens its economic competitiveness and leads the next era of financial innovation. Such impasses reflect a pattern where narrow interests prevail over broader economic considerations. Platforms opposing restrictions on stablecoin yields prioritize business models generating revenue by offering deposit-like products without deposit-like regulation. Banking institutions recognize that unregulated competition operating under lower-cost structures will drain funding from local lending. Both positions are economically rational for the parties involved. Neither serves the public interest in financial stability. Likewise, opponents argue that regulation stifles innovation, especially in decentralized finance. But this conflates innovation with regulatory arbitrage. Genuine technological progress creates value by improving efficiency or reducing costs. Regulatory arbitrage extracts value by exploiting gaps between economically equivalent activities subject to different rules. The alternative claim – that existing securities laws suffice – ignores that those frameworks were designed for different market structures. Securities laws assume centralized issuers. Commodity regulations assume physical delivery. Digital assets often fit neither category cleanly, creating uncertainty that inhibits legitimate activity while failing to prevent abuse. The choice is not between perfect legislation and the status quo but between establishing clear rules now or waiting for the next crisis. Financial regulation written in crisis tends toward overcorrection that stifles markets for years. Regulation developed deliberately better balances stability with innovation. Both House and Senate committee versions share core elements providing needed clarity on agency jurisdiction, registration requirements and disclosure standards. International considerations reinforce urgency. The European Union's Markets in Crypto-Assets regulation provides comprehensive frameworks for issuers and service providers. Continued U.S. regulatory ambiguity cedes leadership to jurisdictions that may not share American economic interests. More immediately, delay allows risks to accumulate as digital assets become interconnected with traditional finance through retirement plans and institutional portfolios. Recent market failures demonstrate why regulatory clarity and investor safeguards matter. The 2022 collapse of crypto exchange FTX revealed an $8 billion dollar deficit in customer accounts, spreading losses to pension funds and individual retirement accounts. Investigators identified conflicts of interest and leverage that standard regulation would have prevented. When Silicon Valley Bank failed, one major stablecoin had 8% of reserves tied to that institution. The crisis resolved only because uninsured depositors received public support. These episodes reveal a pattern where institutions operating outside prudential supervision accumulate risks requiring public intervention. Markets function best when rules are clear, consistently enforced and apply equally to all participants. This principle applies whether the market involves energy commodities, agricultural credit or digital assets. Louisiana's economy depends on community banks that understand local conditions and maintain lending relationships through economic cycles. When regulatory gaps allow deposit flight to lightly supervised alternatives, these institutions lose capacity to serve small businesses and agricultural operations. Congress has made meaningful progress on consensus-driven legislation. Completing that work would provide clarity allowing legitimate innovation while preventing regulatory arbitrage that creates systemic risk. The alternative is waiting for the next crisis to demonstrate why such frameworks were necessary.

Wetlands: Nature’s First Line of Defense for Our Coast and Communities

Since the 1930s, Louisiana’s coastline has been reshaped by the relentless advance of the Gulf, with over 2,000 square miles of land disappearing beneath its waters and representing the largest loss of coastal land anywhere in the continental United States. This dramatic transformation has far-reaching consequences, threatening local economies, delicate ecosystems, and heightening the state’s exposure to hurricanes. In the face of these urgent challenges, LSU’s College of the Coast & Environment (CC&E) stands at the forefront, leading pioneering research and bold initiatives that not only protect Louisiana’s coast, but also build stronger, more resilient communities. Below are just a few examples of how CC&E is driving meaningful solutions for our coastal future. Wetlands are vital to protecting our coast, and CC&E researchers are actively investigating the role of both constructed and natural wetlands in reducing coastal flooding hazards. Through several projects funded through the US Army Corps of Engineers, Drs. Robert Twilley, Matthew Hiatt, and CC&E Dean Clint Willson, along with collaborators across campus, are conducting research on coastal ecosystem design - a framework that leverages the benefits of natural and nature-based coastal features, such as wetlands, environmental levees, and flood control gates – and how that could be integrated into engineering design and urban planning. Through the State of Louisiana’s ambitious Coastal Master Plan, administered by the Louisiana Coastal Protection and Restoration Authority, wetland construction and restoration play a huge role in managing the Louisiana coastal region. Such innovative techniques leveraging natural and nature-based features require evaluation to determine the success of such projects, and CC&E researchers are using cutting-edge science to advance this endeavor. Dr. Tracy Quirk and her students are investigating the success of marsh restoration by comparing structural and functional characteristics (e.g., vegetation, elevation, hydrology, accretion, and denitrification) between two created marshes and an adjacent natural reference marsh along the north shore of Lake Pontchartrain, Louisiana. Wetlands not only serve as a buffer from storms and sea level rise but also play a major role in regulating greenhouse gas emissions and contribute to productive vibrant ecosystems. In large collaborative project funded by the National Science Foundation, Dr. Giulio Mariotti is using computer models to forecast how coastal marshes may change in size, shape, and salinity in the future, and how these changes could affect methane emissions. As part of the same project, Drs. Haosheng Huang and Dubravko Justic are creating high-resolution hydrodynamic and biogeochemical models to predict changes in methane emissions in coastal Louisiana. In another project, with funding from Louisiana Center of Excellence, National Science Foundation, Louisiana Sea Grant, and the National Oceanic and Atmospheric Administration, Drs. Matthew Hiatt and John White have established a network of sensors to measure water levels and salinity throughout the wetlands in Barataria Bay, Louisiana, a region that has experienced significant land loss and storm impacts. The goal is to establish an understanding of the drivers of saline intrusion in marsh soils, and to ultimately determine what this means for the ecological resiliency of wetlands experiencing rapid change. CC&E’s leadership in wetlands science is recognized nationwide. It is the only college in the United States to have six faculty members—Drs. John White, John W. Day, Jr., Robert Twilley, William Patrick, James Gosselink, and R. Eugene Turner—honored with the prestigious National Wetlands Award. No other institution has had more than one recipient. Presented annually by the Environmental Law Institute, this award celebrates individuals whose work demonstrates exceptional innovation, dedication, and impact in wetlands conservation and education. CC&E’s unmatched record reflects decades of pioneering research and a deep commitment to safeguarding the nation’s most vulnerable coastal landscapes. Every day, CC&E channels this expertise into action—protecting Louisiana’s coast and, in turn, the communities, wildlife, and ecosystems that depend on it. Through bold research, collaborative partnerships, and a vision grounded in science, the college is shaping a more resilient future for coastal regions everywhere. CC&E is building teams that win in Louisiana, for the world. Article originally published here.

How Higher Ed Should Tackle AI

Higher learning in the age of artificial intelligence isn’t about policing AI, but rather reinventing education around the new technology, says Chris Kanan, an associate professor of computer science at the University of Rochester and an expert in artificial intelligence and deep learning. “The cost of misusing AI is not students cheating, it’s knowledge loss,” says Kanan. “My core worry is that students can deprive themselves of knowledge while still producing ‘acceptable work.’” Kanan, who writes about and studies artificial intelligence, is helping to shape one of the most urgent debates in academia today: how universities should respond to the disruptive force of AI. In his latest essay on the topic, Kanan laments that many universities consider AI “a writing problem,” noting that student writing is where faculty first felt the force of artificial intelligence. But, he argues, treating student use of AI as something to be detected or banned misunderstands the technological shift at hand. “Treating AI as ‘writing-tech’ is like treating electricity as ‘better candles,’” he writes. “The deeper issue is not prose quality or plagiarism detection,” he continues. “The deeper issue is that AI has become a general-purpose interface to knowledge work: coding, data analysis, tutoring, research synthesis, design, simulation, persuasion, workflow automation, and (increasingly) agent-like delegation.” That, he says, forces a change in pedagogy. What Higher Ed Needs to Do His essay points to universities that are “doing AI right,” including hiring distinguished artificial intelligence experts in key administrative leadership roles and making AI competency a graduation requirement. Kanan outlines structural changes he believes need to take place in institutions of higher learning. • Rework assessment so it measures understanding in an AI-rich environment. • Teach verification habits. • Build explicit norms for attribution, privacy, and appropriate use. • Create top-down leadership so AI strategy is coherent and not fractured among departments. • Deliver AI literacy across the entire curriculum. • Offer deep AI degrees for students who will build the systems everyone else will use. For journalists covering AI’s impact on education, technology, workforce development, or institutional change, Kanan offers a research-based, forward-looking perspective grounded in both technical expertise and a deep commitment to the mission of learning. Connect with him by clicking on his profile.

Medication adherence: Why it matters and how we can improve it – public lecture by Professor Ian Maidment

Professor Ian Maidment is a professor in clinical pharmacy at Aston Pharmacy School His inaugural lecture will explain why patients struggle with taking medication and present possible solutions to the problem Professor Maidment is a former practising pharmacist and an expert in medication optimisation and management in mental health and dementia. Professor Ian Maidment, professor in clinical pharmacy at Aston Pharmacy School, will give a public lecture about his life’s work on 5 February 2025. In his inaugural lecture, Professor Maidment will reflect on his journey from a childhood in Kent to becoming a leading researcher in clinical pharmacy. After more than two decades working in the NHS, in community pharmacy, mental health, dementia care, and leadership roles, he joined Aston University in 2012. His research focuses on the real-world challenges of medication optimisation for patients, carers, and healthcare professionals. The title of Professor Maidment’s lecture is ‘Medication adherence: Why it matters and how we can improve it’. Every year, the UK spends nearly £21 billion on medicines. Yet up to half of people with long-term conditions do not take their medication as prescribed—a problem known as non-adherence. This has profound clinical consequences and significant financial implications for the NHS. Professor Maidment will draw on his experience to explore how factors such as medication burden and side-effects influence adherence, the challenges posed by conditions such as dementia and severe mental illness, the role of pharmacy in supporting adherence and why tackling non-adherence requires a system-wide approach. He will also offer practical solutions to one of healthcare’s most persistent problems. Professor Maidment said: “We need to understand why patients struggle to take their medication and then develop and test solutions that work well.” The lecture on Thursday 5 February 2026 will take place at Aston Business School. In-person tickets are available from Eventbrite. The public lecture will begin at 18:00 GMT with refreshments served from 17:30 GMT. It is free of charge and will be followed by a drinks reception. The lecture will also be streamed online.

How to Make Your Experts “AI-Ready"

AI is changing how people discover expertise.  Today, journalists, event organizers, researchers, and the public increasingly turn to tools like ChatGPT, Claude, Perplexity, and Google Search’s AI summaries powered by Gemini. Instead of clicking through pages of links, they expect clear, credible answers—often delivered instantly, with citations. That shift has major implications for organizations. It’s no longer enough for your experts to “rank well.” They need to be understood, trusted, and accurately represented by AI systems. So the real question becomes: When AI talks about your experts, does it get it right? This is where LLMs.txt plays an important role—especially when paired with an ExpertFile-powered Expert Center. What is LLMs.txt (In Plain English)? ...and why is it essential for expert content LLMs.txt is a small, machine-readable file placed on your organization’s website—in the case of your expert content alongside your main Expert Center. Its purpose is simple: to explain your expertise to AI systems clearly and unambiguously. “AI systems don’t just scan for keywords; they look for clear meaning, consistent context, and clean formatting — precise, structured language makes it easier for AI to classify your content as relevant.” Microsoft: Optimizing Your Content for Inclusion in AI Search Answers Rather than forcing AI to infer meaning from scattered pages, LLMs.txt explicitly tells systems: Who your experts are Which pages represent official, curated content How expert profiles differ from articles, Q&A, or research content How your organization’s expertise should be interpreted as a whole Think of it as a table of contents and usage guide for AI —helping large language models understand your site the way a communications professional would. Why This Matters for Visibility and Trust It Establishes Your Organization as the Source of Truth AI systems routinely synthesize information from multiple places. Without guidance, they may rely on outdated bios, scraped content, or secondary references. LLMs.txt provides a clear signal: This is our official expert content. This is what represents us. For ExpertFile clients, this matters because the platform already centralizes and curates expert content—from profiles and directories to Spotlights and Expert Q&A—ensuring that what AI sees is current, governed, and institutionally endorsed. The result: Greater accuracy, stronger attribution, and reduced risk of misrepresentation when your experts appear in the ever growing AI-generated overviews and answer. ahrefs: AI Overviews Have Doubled How It Improves Discovery Across AI Platforms It Makes Structured Expertise Easier for AI to Use ExpertFile is purpose-built to publish structured expert content at scale—content that goes well beyond static bios. LLMs.txt simply helps AI recognize and use that structure correctly. It clarifies the role of key ExpertFile content types, including: Expert Profiles → Canonical identity, credentials, and areas of expertise Spotlight Posts → Timely commentary, thought leadership, and research insights Expert Q&A → Authoritative answers to real-world questions Directories, Research Bureaus, and Speakers Bureaus → Curated collections of expertise by topic or audience This makes it easier for AI systems to: Match your experts to breaking news and trending topics Pull accurate summaries for AI-generated responses Identify the right expert for journalists, event organizers, and researchers Combined with ExpertFile’s extended distribution through expertfile.com and the ExpertFile Mobile App, your expertise is not only published—but actively discoverable across channels used by key audiences . How It Builds Organizational Authority It Connects Individual Experts to Institutional Credibility Without context, AI may treat expert pages as isolated profiles. LLMs.txt helps connect the dots. It tells AI that: Your experts are curated and endorsed by the organization Their insights are part of a broader expertise ecosystem Your institution has depth across priority subject areas This aligns closely with how ExpertFile structures content to support E-E-A-T (Experience, Expertise, Authority, Trust)—not just at the individual level, but across the organization . The outcome: Your organization is recognized not just as a collection of experts, but as an authoritative source of knowledge. How It Works with Google, Gemini, and AI Search Supports AI Summaries, Citations, and Knowledge Panels LLMs.txt helps ensure that when Google’s AI: Summarizes your organization Cites expert commentary Builds “about this topic” panels …it draws from your official, structured ExpertFile content, rather than fragmented third-party sources. This complements ExpertFile’s existing SEO and AI-discoverability foundation, which includes clean code, proper meta data, schema markup, and frequent crawling by both search engines and AI bots. How LLMS.txt Fits with SEO, Meta Tags, and Schema LLMS.txt doesn’t replace SEO—it builds on it. Traditional SEO elements such as page titles, meta descriptions, schema.org markup, and internal linking remain essential for helping search engines index and rank your content. ExpertFile already delivers these fundamentals out of the box, continually testing and evolving SEO and GEO (Generative Engine Optimization) standards as search changes . “Semantic SEO helps search engines understand context... it now helps bridge a critical gap between traditional SEO and newer generative engine optimization (GEO) and AI optimization (AIO) efforts.” Search Engine Land: Semantic SEO: How to optimize for meaning over keywords LLMS.txt adds a layer designed specifically for AI systems: Schema explains individual pages LLMs.txt explains your entire expertise ecosystem In simple terms: SEO helps your content get found LLMs.txt helps AI understand, summarize, and cite it correctly Together, they ensure your experts are not only visible—but accurately represented wherever AI is shaping discovery. Why This Is Especially Powerful on ExpertFile ExpertFile was designed to future-proof expert visibility—offering structured publishing, governance, distribution, inquiry management, analytics, and professional services as part of a continuously evolving SaaS platform . LLMS.txt acts as a multiplier on that foundation: Turning your Expert Center into a machine-readable expertise hub Strengthening AI discovery without adding operational burden Supporting emerging use cases like automated expert matching and AI-assisted research It’s not about chasing new technology. It’s about ensuring your expertise is clearly defined, properly attributed, and trusted—now and in the future. The Takeaway An LLMs.txt file on your ExpertFile organization page helps ensure that: Your experts are found by AI tools, not overlooked Your content is interpreted correctly, not flattened or misrepresented Your organization earns authority and trust in AI summaries, citations, and search results “AI search isn’t eliminating organic traffic. But it is reducing visits to source websites… Measure presence (citations, mentions) alongside traffic to see real impact.” Semrush: AI Search Trends for 2026 & How You Can Adapt  As AI becomes the front door to information, LLMs.txt helps make sure that when people ask for expertise, your organization is the answer they get.

The Ads are Coming ! OpenAI is testing ads inside ChatGPT starting this month.

But there's a catch: You can’t just buy your way in ChatGPT will soon include “clearly labeled sponsored listings” at the bottom of AI-generated responses. And while the mock-ups don't appear all that sophisticated, it's important to focus on the bigger picture. We're about to see a new wave of 'high-intent advertising' that combines the targeting sophistication of social media with the purchase-intent clarity of search advertising. More on that in a moment. How Do ChatGPT Ads Work? Starting later this month, free users of the ChatGPT platform and those under 18 will begin receiving Ads at the bottom of their screens. First, they will see ChatGPT's answer to their question, which provides a comprehensive, relevant response that builds trust. Then they will see an ad for a sponsored product/service below. An ad that suddenly doesn't feel like a blunt interruption. It feels like a natural next step. This is premium placement. The user has already received value. They've been educated. And now there's a clear call to action (CTA) that's in context. Open AI has stated that their new Ads “support a broader effort to make powerful AI accessible to more people.” Translation: As they approach 1 billion weekly users across 171 countries using ChatGPT for free, OpenAI needs to offset its astronomical burn rate with ads. Makes sense. This New Era of Conversational Ads Will be Complicated But there's a structural difference with these new ads. OpenAI has stated that ads will only appear when they're relevant to that exact conversation. This means you can't just buy your way into ChatGPT Ads. In fact, with ChatGPT you are being selected because you're the right answer the user needs at that time. Put another way: When ChatGPT evaluates which sponsored products to show, it will favor brands with demonstrated authority on the topic. So unlike traditional paid search, where a higher bid gets you ranked in sponsored results, ChatGPT Ads will reward the brands whose content has already been recognized as authoritative by the AI model. Brands with strong organic visibility, topical expertise, and content that aligns with user intent will have a distinct competitive advantage from day one. Brands without that foundation will be paying premium rates to compete with established authorities. How ChatGPT's Ad Strategy is Set to Change Digital Marketing For years, CMOs have treated organic search and paid search as separate budget lines, often managed by different teams. I saw this firsthand, as I helped my client DoubleClick launch it’s first Ad Exchange network in the US market. Programmatic exchanges brought a new efficiency to digital ad buying. It was a very groovy time. This feels very different. Why? Because, the conventional wisdom has always been that paid search and ads drive immediate results while organic search plays the long game. In 2026, that strategy isn’t completely obsolete. But that type of thinking is about to get a lot more expensive for clients if they don't start to appreciate quality "organic" content and its ability to improve their paid advertising ROI. Now organic and paid need to get along, to get ahead. ChatGPT Ads Are Looking for Topical Authority that Experts Can Demonstrate When ChatGPT evaluates which sponsored products to show, it will favor brands with demonstrated authority on the topic. Brands won't simply be able to "buy" visibility. OpenAI in its announcements, has been explicit: ads must be relevant to the conversation. Relevance is determined by topical alignment, not budget. A brand spending millions on generic bidding will lose to a smaller competitor whose product is more precisely aligned with what the user actually asked. The ads aren't live yet. But the infrastructure supporting them is. Open AI, Google and many of the other generative search platforms are building very sophisticated systems that track topical authority and content quality signals. They're already reshaping how organic search, AI recommendations, and paid advertising work together. Topical Relevance + Expert Authority is the Path to Visibility in Search Investing in well-developed thought leadership programs generates compound returns. You get the organic search results plus an improvement in your paid search metrics in Generative AI search platforms. When done right, you build authority for AI citations, which then positions you better for ChatGPT ads. Remember, your organic traffic gains are built on authoritative content. They're built on being the answer that search engines and AI systems select. And once you've built that authority, it works everywhere—traditional search, AI Overviews, ChatGPT, and soon… ChatGPT ads. What To Do Before AI Ad Networks Start to Scale The early advantage will go to brands that invest in quality content right now. Organizations that invest in expert-authored, intent-aligned content over the next six months will have more AI citation visibility from Google Overviews and similar LLM's like ChatGPT. That means more trust signals, making paid ads more effective when they run. Content that is aligned with user intent: Answers a specific question. Not tangentially, not after 2,000 words of context. The answer appears in the opening paragraph, structured for AI extraction. Includes expert perspective. Generic information that could come from anywhere doesn't differentiate you. Expert insight, original research, or proprietary frameworks do. Demonstrates topical authority. A single authoritative article matters less than a cluster of related content that shows comprehensive expertise on a topic. Is structured for scanning. Clear headings (H2, H3), bullet points, tables, Q&A blocks. This structure helps both human readers and AI systems parse meaning. Remember, the brands that get the most value out of ChatGPT Ads will be the ones that built intent-aligned content years before the ads launched. They'll have topical clusters, expert perspectives, and the authority signals that make them the natural choice for sponsorship. Questions CMO’s Should Be Asking their Teams Now to Prepare for ChatGPT Ads Q. Can I pre-purchase Chat GPT Ads? As of today, there are currently no ads in ChatGPT. Open AI has announced that they will begin internal testing ads in ChatGPT later this month for Free users in the US market. Q. Do Ads influence the answers ChatGPT gives you? What about privacy? Open AI in their release states that answers are optimized based on what's most helpful to you. Ads are always separated and clearly labeled from Answers. They also state that they keep your conversations private from advertisers and will never sell your data to advertisers. Q. How do we audit our site content to ensure we're aligned with user intent? For your top 20-30 decision-stage queries (the ones that drive revenue), here's a quick test. Does the content directly answer the question in the opening paragraph? Are you including question-and-answer formats in your content? If you're burying the answer in a 3,000-word article full of tangents, you're losing visibility in organic search, and you're already failing in ChatGPT's environment. Restructure. Q. How do we prepare for ChatGPT Advertising Opportunities? Build topical authority through content clusters. Don't publish isolated blog posts. Organize your content around core topics your audience cares about. Create a long-form hub article that comprehensively covers the topic, then develop additional linked articles that dive into sub-topics and questions. Link them together. This structure helps AI systems over time, recognize your brand as authoritative on that topic, which improves both organic rankings and AI citation rates. Q. Can we still get traction with content that is not authored by experts? Generic AI-written content won't differentiate you. Get expert voices into your content. Feature your subject-matter experts, partner with practitioners, and customers to contribute original insights, case studies, or frameworks. AI systems can detect authenticity, and original expert perspectives is now a ranking signal. This is especially critical as you prepare for ChatGPT ads. OpenAI has prioritized conversations that cite authoritative sources. Q. How does content need to be structured for citations? Implement proper schema markup and structured data. AI systems extract information by parsing content structure. If your pages include proper schema markup (FAQPage, HowTo, Review, Product schema), you're making it easier for AI to pull your content into answers. This increases citation rates, which builds authority before ChatGPT ads scale. Q. How do we allocate our organic and paid programs? Own the organic + paid intersection. For your highest-intent topics, if you have a budget, invest in both organic visibility and paid campaigns. Run ads targeting the same keywords where you rank organically. This takes up more real estate on the results page and signals authority. It also gives you direct feedback on keyword performance, messaging, and landing page effectiveness—data that informs your organic content strategy and drives more citations - a virtuous cycle. Q. What types of creative will work best in these new Ad products? Until they roll out, it's unwise to make too many predictions. The safe bet here is to prepare your team for conversational advertising. ChatGPT ads won't reward traditional ad copy. They'll reward clarity, specificity, and direct value messaging. If you're used to brand-heavy, aspirational creative, this will feel foreign. Start testing conversationally-appropriate messaging now. Short, clear, problem-focused. Test on existing paid channels and refine before ChatGPT ads launch. Our Prediction When ChatGPT ads fully launch and scale, many brands that have invested in organic visibility and content quality will start to pull away from the pack. Remember…The brands that win won't be the ones with the biggest ad budgets. They'll be the ones whose content has already proven they're the right answer. They'll be the ones users already trust, already cite, and already know. The ads are coming. Are you ready?

ENLIGHTENing the Holidays: How Meijer Gardens Turned Art and Nature Into a Year-Round Attraction

With the completion of its second season, ENLIGHTEN at Meijer Gardens has moved beyond the idea of a seasonal attraction to become a defining example of how cultural institutions can transform the off-season into a destination experience. The program’s exceptional year-over-year growth, combined with national recognition in only its second year, signals a turning point in how Meijer Gardens engages audiences year-round. At the center of that evolution is Carol Kendra, whose leadership perspective connects ENLIGHTEN’s creative ambition, production scale, and audience growth to a broader strategy of experiential cultural programming. As Chief Operating Officer at Frederik Meijer Gardens & Sculpture Park, Carol Kendra provides strategic oversight for daily operations, guest experience, programming and long-term planning across the organization’s 158-acre campus.  It washer leadership and strategic vision helped shape ENLIGHTEN from concept to a growing cultural phenomenon. View her profile Meijer Gardens has long been active outside traditional peak seasons, regularly hosting programs such as Fall at Meijer Gardens, Spring at Meijer Gardens, and its longstanding holiday tradition University of Michigan Health-West: Christmas & Holiday Traditions. These initiatives established a foundation for shoulder-season engagement and demonstrated that audiences were willing to experience the Gardens beyond summer months. ENLIGHTEN marked a deliberate step forward, not simply another seasonal offering, but a fully immersive evening experience that invited visitors to experience Meijer Gardens in a new way during the winter months, using light, sound, and landscape to create a sense of wonder and discovery. The annual event has also garnered attention from media across the country: Taking the Experience to the Next Level What distinguishes ENLIGHTEN is its production and experiential ambition. The program was produced in collaboration with Lightswitch and Upstaging, firms recognized internationally for creating world-class immersive environments and technically sophisticated experiences. Their portfolios include large-scale botanical light installations, major theme park productions, and live and recorded projects for globally recognized, award-winning artists. That expertise elevated ENLIGHTEN into a carefully choreographed, multi-sensory journey that integrates light, sound, landscape, and movement in a way that complements — rather than overwhelms — Meijer Gardens’ art and horticulture. This approach reflects a deliberate investment in experience design, audience flow, and emotional impact. The result is an experience that: Extends engagement well beyond traditional daylight hours Encourages repeat visits across a single season Attracts audiences who may be new to Meijer Gardens ENLIGHTEN reflects how cultural institutions are responding to changing audience expectations. Visitors are increasingly seeking experiences that are immersive, emotionally resonant, and worth traveling for — even during traditionally slower seasons. By building on its history of seasonal programming and elevating it through design, technology, and collaboration, Meijer Gardens demonstrates how institutions can grow without losing authenticity. Expert Insight: As a senior leader involved in shaping Meijer Gardens’ visitor experiences and institutional strategy, Carol Kendra brings expert insight into: How ENLIGHTEN was conceived as both an artistic and operational response to seasonality Why immersive seasonal experiences resonate with broad, multigenerational audiences How art and horticulture can be activated together What measurable growth means for long-term institutional planning and cultural relevance Her perspective helps journalists and industry professionals understand ENLIGHTEN not simply as a holiday event, but as a case study in cultural innovation and audience development.

Raised to Serve: How Georgia Southern’s Jaden Young Found His Calling to Lead

“Shoot for the stars.” That guiding mindset defines Jaden Young, a recent graduate of Georgia Southern University who has been commissioned as a second lieutenant in the United States Army. Young earned his master’s degree in professional communication and leadership at December commencement, carrying forward a lifelong connection to military service shaped by family tradition and constant movement. “If you shoot for the stars, even if you miss, you might land on the moon,” Young said, reflecting the ambition that has guided his academic and leadership journey. Raised in a military family, Young learned early how adaptability and exposure to different communities build resilience. Those lessons carried into his time in Army ROTC, where he credits the program with sharpening his discipline, confidence, and problem-solving skills. “The ROTC program instilled in me discipline, confidence and resilience… When things don’t go your way, it’s all about how you adapt and find a better solution,” he said. Young’s Georgia Southern experience also tested his perseverance beyond the classroom and training field, as he balanced graduate studies and ROTC commitments while supporting his mother through cancer treatments. Those challenges deepened his understanding of leadership as service rooted in trust, communication, and loyalty. As he prepares for the Basic Officer Leadership Course at Fort Benning, Young says he feels ready to lead soldiers with purpose—bringing together the lessons of his upbringing, education, and commitment to serve. Looking to know more about Georgia Southern University's Professional Communications and Leadership program? Simply contact Georgia Southern's Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.