In a recent LinkedIn post, Richard van der Blom explores the growing presence of Artificial Intelligence in content creation on the platform and offers insights into how professionals can maintain authenticity and impact amidst a sea of AI-generated material. Van der Blom, who analyzes vast amounts of LinkedIn data, highlights five critical observations about AI’s influence and suggests strategies for creators to stand out.
The Scarcity of Original Thought in the Age of AI
One of the core arguments presented by Van der Blom is that the widespread accessibility of AI tools has made original human thought the most valuable and scarce commodity on LinkedIn. He posits that relying solely on AI for content generation can lead to homogeneity, diminishing a creator’s unique voice and impact.
“Everyone has access to the same AI. That’s exactly why your own opinion just became the scarcest asset on LinkedIn.”
Van der Blom advises that before even starting to prompt an AI tool, individuals should begin with a single, personal sentence that only they could have written. This personal touch, he argues, should then form the foundation around which the rest of the post is built, ensuring that the content is anchored in genuine perspective.
The Critical First Seconds of Engagement
The speed at which AI can generate posts is contrasted with the speed at which audiences consume them. Van der Blom points out the crucial role of the initial moments of a post in capturing audience attention, suggesting that AI-generated hooks may not be compelling enough to hold readers.
“AI writes your post in 6 seconds. Your audience decides in 3 whether you actually meant any of it.”
To combat this, Van der Blom emphasizes the importance of crafting the hook oneself. He asserts that even a short, personal hook can make a significant difference in engaging the audience and encouraging them to read further.
Navigating Increased Volume and Decreased Engagement
Van der Blom’s analysis also touches upon a trend of increased posting frequency by competitors, which has paradoxically led to a decrease in engagement per post. He notes that while volume has risen, the depth and impact of the content have not kept pace.
“Your competitors are posting more than ever. They’re also saying less than ever.”
In response to this trend, Van der Blom suggests a strategic shift: reducing posting frequency by a third and reallocating that time to engaging in meaningful comments on other people’s posts. This approach, he implies, can foster deeper connections and more genuine interactions than simply increasing output.
Distinguishing Leadership from Formatting
The post questions the nature of thought leadership when content can be easily generated by AI. Van der Blom distinguishes between the formatting of ideas and genuine leadership, which requires unique judgment and insight.
“If a prompt can produce your thought leadership, it was never leadership. It was formatting.”
He encourages creators to infuse their AI-assisted content with elements that AI cannot replicate, such as specific data from their own work, insights from client conversations, or lessons learned from personal mistakes. These unique additions, according to Van der Blom, elevate content beyond mere formatting to true thought leadership.
The True Cost of AI-Assisted Content
Finally, Van der Blom reflects on the initial promise of AI to save time, noting that this time is often redirected to sifting through a deluge of competent but forgettable AI-generated content. This, he argues, trains audiences to scroll faster, making it harder for any content to stand out.
“We asked AI to save us time on LinkedIn. Now we spend that time reading everyone else’s AI.”
His proposed solution is to read drafts aloud, identifying and deleting any sentences that sound unnatural or that one would not typically say in a professional conversation. This practice, Van der Blom suggests, helps retain a human voice and ensures that the content is relatable and authentic. He concludes that AI has not lowered the bar for content but rather raised the bar for having something genuinely worth saying, urging creators to use AI as a tool to refine existing thoughts rather than dictate new ones.
📝 About This Content
This article is based on insights shared by Richard van der Blom on LinkedIn.
📅 Originally posted on September 11, 2026 | View original post on LinkedIn →