Introduction

Kirti Sharma shares how to create content AI can’t copy by using original research, clear positioning, and a sharp audience focus.

What's the problem it solves?

Many marketers now rely on AI tools, leading to a flood of generic content. Kirti explains how to stand out by grounding content in unique insights, targeted messaging, and strategies that AI can’t replicate.

Quick Summary

Kirti Sharma, Director of Product Marketing at Adobe, believes the biggest mistake is creating content for “everyone.” Instead, she starts with precise positioning before thinking about channels. Her main weapon is first-party research, which AI can’t fake. By surveying thousands of managers, she shaped Adobe’s learning platform strategy, created content that resonated deeply, and fed insights back into the product.

She uses a two-tier AI strategy: low-stakes, repetitive content gets AI help, while high-impact thought leadership stays human-led. This keeps quality high where it matters most. She also warns that the middle-ground content (like “10 tips” blogs) is fading - marketers now need short, engaging pieces for awareness and deep, research-backed material for trust.

Kirti emphasizes measuring “soft signals” like brand mentions in large language models, event engagement, and influencer chatter. For her, SEO and thought leadership should work together - high-value insights, combined with smart keyword targeting, can keep paying off for years.

Key Takeaways from the article

• First-party research creates insights AI can’t copy and strengthens product positioning.
• Define your audience clearly - content for everyone reaches no one.
• Use AI selectively: automate the low-value work, protect high-value work.
• The “middle” content is disappearing - focus on short, engaging and long, research-heavy pieces.
• Track softer brand signals, not just clicks and keyword rankings.
• SEO and thought leadership should live together for compounding results.

What to do

• Run original surveys or studies that uncover unique customer insights.
• Create audience-specific messaging before picking channels.
• Apply a two-tier AI system: AI for repetitive tasks, humans for high-impact pieces.
• Drop generic mid-funnel content; go for either quick, attention-grabbing formats or in-depth reports.
• Monitor brand mentions in AI outputs, events, and influencer discussions.
• Build SEO content around your deep expertise to secure long-term visibility.