The Critical Step More Leaders Are Skipping (And Why It Matters)

Have you ever received an email, reviewed a strategy document, or read a social post and immediately thought: This sounds more like AI than the person who supposedly wrote it.

Here’s the rub: What you and I are witnessing isn’t an issue because AI was used.

Because most of us are using AI tools in one way or another. Right?! (Let’s face it: Even using Alexa or Siri counts as using AI.)

But how something was created stands out when what is presented as “original work” feels untouched, disconnected, too polished, or mechanical. (There are multiple AI-tells that usually give it away… if you know what to look for, that is.)

It’s easy to see where someone ran with AI recommendations without anyone stopping to pressure-test them, interject their own, or filter them through best practices. 

The ideas may not be bad. Truth be told, some AI-generated recommendations are quite good.

But what feels off is the absence of discernment, where it’s clear no one stopped to ask:

• Does the content make sense for the audience?
• Is it aligned with the organization’s goals?
• Does it reflect the voice and values of the people sharing it?
• Is the AI content clearly going against best practices? (This one is my least favorite of all.)

The surprising part is that this phenomenon isn’t limited to people who are new to AI.

Some of the most obvious examples are coming from experienced professionals, executives, and leaders who genuinely care about communicating well.

That’s what makes this conversation worth having.

When Experience Isn’t the Problem

As a communications strategist, I see this "shell game" play out all the time, with the assumption that polished output automatically equals good judgment.

It shows up in strategy documents, internal and external communications, and recommendations that were generated quickly and adopted just as quickly.

In some situations, an executive who works hard to meet their organization's KPIs will send a flurry of mini-novellas about what needs to happen next.

The content is handed to the team as though every recommendation needs to be acted on immediately.

From the outside, it can look productive because:

• Content is being created.
• New initiatives are being discussed.
• The organization appears active.
• The target audience appears to be engaged.

Yet it is clear that some communication choices do not accurately reflect the level of wisdom, experience, and strategic thinking that the leader or organization typically demonstrates. There’s no doubt that you’ve seen communication like that, too.

It isn’t that the leaders who use AI this way are inexperienced, careless, or lacking good intentions. In fact, it is quite the opposite.

Their business, audience, and mission matter immensely. But the pace of generating strategy, recommendations, and tactics is moving faster than the consideration those decisions deserve.

The Step That Has Quietly Gone Missing

One principle that has guided wise decision-making for many generations is the concept of “letting your yes be yes, and your no be no.”

Of course, that principle sounds simple until you are the one who is responsible for making decisions. Because:

• Thoughtful yeses require understanding what you are agreeing to first.
• Wise nos require clarity about what you are declining.

Both require taking time to pause and think things through, rather than rushing to react to what is in front of you.

In other words, sound communications decisions… aka marketing with integrity… require discernment.

Sadly, discernment rarely gets the same attention as innovation, efficiency, or productivity. Yet it should play a key role in every meaningful decision leaders make.

Stated plainly, discernment happens when you take the time to evaluate what you’re hearing before deciding what to do with it. Used well, discernment allows communications to be shaped by wisdom rather than urgency.

A Proverb presents it this way: The simple will believe anything, but the prudent give thought to their steps.

And the more businesses embrace AI, the more valuable discernment becomes, because AI’s speed can make thoughtful evaluation feel optional.

The Easy Button Isn’t Always the Best Button

One reason AI has gained so much traction is because it solves a legitimate problem.

People are busy, teams are stretched, and organizations are being asked to communicate more than ever.

AI can help with that because (as you’ve experienced) it can organize ideas, generate outlines, summarize information, and support the creative process.

Those are all meaningful advantages.

The challenge with using AI tools begins when efficiency starts replacing evaluation.

Some readers may remember the old E.F. Hutton commercials from the 1970s and 80s that said, "When E.F. Hutton talks, people listen."

Today, it sometimes feels as though AI has stepped into a similar role.

The recommendation sounds polished, the language sounds convincing, and the output looks complete.

Because it looks complete, it can be tempting to move forward without asking additional questions.

But wise decision-making has always invited a different approach:

• Listen carefully.
• Seek understanding.
• Test what you are hearing.
• Think through the likely outcome before taking action.

Those principles will always matter… today more than ever.

The Part AI Can’t Do For You

AI tools can provide information, identify patterns, and generate possibilities. But AI cannot exercise judgment.

Why? Because it does not know the trust you have spent years building with customers, members, or stakeholders.

AI tools have no clue which messages have become repetitive within your industry.

It does not know the commitments your organization has already made, nor how a recommendation would fit within your broader strategy.

Those decisions still belong to you and me as leaders and decision makers.

That is why communicating with integrity has always been about more than information.

Simply said, information helps people know something, while discernment helps people decide what to do with it.

That difference matters, especially in a marketplace overflowing with content, opinions, recommendations, and advice.

So let’s take a moment to look at some easy filters you can apply before you run with something AI helped generate.

Five Questions Worth Asking
Before You Run With AI-Content

Before sharing your next email, social post, recommendation, presentation, or strategy document, pause long enough to ask:

Why does this matter to our audience? In a world of short attention spans, relevance will earn connection.

How does this support our objectives? Communication is most effective when it contributes to a bigger picture.

Does this sound like us, or does it sound mechanical?  A recognizable voice is one of the strongest trust signals an organization can have.

What makes this useful? Specificity, relevance, and practical value tend to serve people better than generic communication.

Does this reflect proactive planning or quick reacting? That question alone can prevent a surprising number of communication mistakes. It’s easy to tell when someone has phoned it in and not thought something through completely. 

Why This Matters More Than We Realize

Most of your audience will not know whether AI helped create a piece of communication.

But they will often notice whether it is useful, feels thoughtful, or sounds like something a real person, team, or organization took time to develop.

Trust is built through thoughtful communications; so is credibility and connection.

That is why this conversation is about the role discernment plays in leadership, communication, and decision-making… not the role of AI.

The reality is that technology will continue to evolve and new tools will continue to emerge.

As we’ve seen, recommendations will become faster and easier to generate.

The opportunity is for us to ensure wisdom keeps pace with technology.

[PRO TIP] Before creating something new with AI this week, take a look at what you are already sharing.

The next improvement may not come from using a better prompt.

It may come from taking the time to think things through before you run with the recommendation.