The Future of Content: A Unique Perspective on How AI Generated Content and Human Led Content will Coexist

In the world of software, sales and marketing and events, Jason Lemkin is kind of a big deal.

He runs one of the top events in tech (SAASTR Annual, SAASTR Europa, SAASTR AI Summit).

You Can Follow Him Here: X -- Linkedin -- SAASTR Website -- His AI Clone

I have long wanted to sit down with him and get his take on:

• The future of event marketing and content
• Event tech in the world of AI

Clearly he's got better interviews to do, so I figured I’d cut the line and talk to his AI clone instead.

And yes - he has a clone.

I asked about the intersection of AI and events, speaker strategy, and how marketers can scale trust.

By the second question, I almost forgot I wasn’t talking to the real Jason.

It’s an incredible use of AI, but I keep reminding myself that this trust in the AI was built on years of content—and still seeing the human Jason show up regularly.

I am sharing this because I think it’s an interesting insight into the future of content and how AI generated content and Human led content will coexist.

Here's the conversation and insights:

Call Dialing.....

Jason Lemkin's AI: Hey it's Jason Lemkin's AI. How can I help?

Me: (I guess I will jump right in.)

How much do you think SAAS companies should emulate your event led growth strategy and leverage speakers in all aspects of their marketing efforts?

JL's AI: Event-led growth is one of the most underutilized strategies in SaaS, and I think more companies should absolutely lean into it.

At SaaStr, events have been a cornerstone of our growth. They’re not just about the event itself—they’re about creating a platform that drives community, trust, and long-term engagement. If you’re a SaaS company, you should absolutely consider emulating aspects of this strategy, but with a focus on what aligns with your audience and goals.

Speakers, in particular, are a massive asset. They bring credibility, expertise, and often their own audience. When you feature high-quality speakers—whether they’re customers, industry leaders, or even your own team—you’re not just hosting an event, you’re creating content that can be repurposed across your entire marketing funnel. Think webinars, blog posts, social media snippets, and even sales enablement materials. The ROI on leveraging speakers effectively can be huge.

That said, it’s not a one-size-fits-all approach. For example, SaaStr Annual works because it’s a massive gathering of SaaS founders and execs who are hungry for tactical advice and networking opportunities. If you’re a smaller SaaS company, you might start with more targeted events—like customer roundtables, workshops, or even virtual webinars. The key is to focus on delivering value and building relationships, not just selling.

Also, don’t underestimate the power of using events to engage your existing customers. Many SaaStr sponsors use the Annual to host customer meetings, deepen relationships, and even close deals on-site. It’s a great way to drive both retention and expansion revenue ‌8‌.

So yes, emulate the strategy, but adapt it to your scale and audience. And always think about how you can leverage the content and relationships you build at events across your broader marketing efforts. Done right, it’s a growth engine that keeps on giving.

Me: Where do you think most marketing and sales teams fail when it comes to leveraging their event content and event marketing strategy?

Most marketing and sales teams fail with event content and strategy because they don’t fully leverage the afterlife of the event.

They treat events as one-off efforts rather than as a content and relationship goldmine that can be repurposed and extended across the entire funnel.

Let me break it down:

1. Not repurposing content effectively: Teams often fail to turn event sessions, panels, and keynotes into evergreen content. Every speaker session or customer panel can be sliced into blog posts, social media snippets, email campaigns, or even gated assets for lead generation. At SaaStr, we repurpose everything—videos, quotes, insights—and it drives engagement long after the event ends ‌7‌.
2. Lack of alignment between marketing and sales: Sales teams often don’t know how to use event-generated content or leads effectively. Marketing might create great assets, but if sales doesn’t know what’s available or how to use it, it’s wasted. I’ve seen this happen repeatedly—65% of content created for sales never gets used ‌5‌. That’s a massive inefficiency.
3. Failing to follow up with leads properly: Events generate leads, but most teams don’t have a robust follow-up process. They either wait too long or send generic, uninspired emails. The best teams have a tight process to engage leads immediately, with personalized outreach that references the event or session they attended.
4. Underestimating the value of smaller, targeted events: Not every event has to be a SaaStr Annual. Smaller, intimate gatherings—like customer dinners, workshops, or roundtables—can be just as impactful, especially for higher ACV deals. But many teams overlook these opportunities because they’re chasing scale over quality ‌8‌.
5. Ignoring the data: Teams often don’t analyze which event content or sessions drove the most engagement or conversions. If you don’t know what worked, you can’t double down on it next time. For example, at SaaStr, we constantly analyze which sessions resonate most with our audience and use that data to refine future events and content strategy ‌7‌.

The bottom line?

Events are a huge investment, but they can deliver massive ROI if you treat them as more than just a one-time thing. Use the content, nurture the leads, and align your teams to maximize the value. Done right, events can be a growth engine, not just a line item in your budget.

Me: What do you think the biggest difference is with Human Generated Content versus AI Generated Content and how will this evolve over the next few years?

The biggest difference between human-generated content and AI-generated content today is authenticity and contextual depth.

Human-generated content tends to carry a unique voice, nuanced storytelling, and a deeper understanding of the audience’s emotions and needs. AI-generated content, on the other hand, excels at speed, scalability, and efficiency, but it often lacks the subtlety and creativity that comes from lived experiences and personal insights.

That said, the gap is closing fast. AI tools are already producing content that’s “good enough” for many use cases—blog posts, social media captions, even video scripts. Over the next few years, AI will get exponentially better at mimicking human tone and style, especially as models continue to learn from massive datasets and improve their reasoning capabilities. You’ll see AI-generated content becoming indistinguishable from human content in many contexts, particularly for straightforward, data-driven, or formulaic tasks.

But here’s the thing:

AI will never fully replace human creativity. The best content will come from a hybrid approach—humans setting the strategy, injecting creativity, and ensuring relevance, while AI handles the heavy lifting of execution and iteration. For example, at SaaStr, we’ve started using AI tools like Higsfield to create speaker promos and event assets in seconds, but the core messaging and strategy still come from humans ‌7‌‌8‌. AI is a tool, not a replacement.

In the future, I think the evolution will be less about “human vs. AI” and more about how humans and AI collaborate.

The smartest marketers and content creators will use AI to amplify their efforts, not replace them. They’ll focus on what AI can’t do—like building emotional connections, crafting original ideas, and understanding the nuances of their audience—and let AI handle the repetitive, time-consuming tasks.

So, the key takeaway?

Don’t fear AI. Embrace it as a way to scale your efforts and punch above your weight class. But always keep the human element front and center, because that’s what will truly differentiate your content in the long run.

Me: It's my opinion that marketing teams are going to have to figure out ways to incorporate Subject Matter Experts, Thought Leaders, Influencers and creators in every marketing activation going forward. If they want to stand out. Experience, Expertise, Authority and Trust are just too critical of a component to leave out of your content. Google has literally shifted their algorithm to place more emphasis on E.E.A.T. based content. LLM's will continue to look for Trust and Authority in what they produce and LinkedIn is already weighting human based content in it's feed. I know AI content is going to improve more and more, but what are your thoughts here?

You’re absolutely right—experience, expertise, authority, and trust (E.E.A.T.) are becoming non-negotiable in marketing, especially as platforms like Google and LinkedIn prioritize authentic, human-driven content.

AI content will get better, no doubt, but it’s not going to replace the credibility and connection that comes from real subject matter experts (SMEs), thought leaders, and influencers. If anything, the rise of AI is going to make human expertise even more valuable because it’s what will differentiate your brand in a sea of AI-generated noise.

Here’s the thing: buyers are savvier than ever. They don’t just want polished marketing copy—they want insights from people who’ve been in the trenches.

That’s why incorporating SMEs and thought leaders into your marketing isn’t just a nice-to-have, it’s a must-have. At SaaStr, we’ve seen this firsthand. The content that performs best isn’t the generic stuff—it’s the tactical, real-world advice from founders and operators who’ve actually scaled SaaS companies. That’s what builds trust and keeps people coming back.

And you’re spot on about LinkedIn. It’s already favoring human-driven content because that’s what drives engagement.

People want to hear from people—not faceless brands or AI bots.

The same goes for Google’s algorithm shift. E.E.A.T. is all about rewarding content that’s credible, authoritative, and genuinely helpful. If your marketing doesn’t reflect that, you’re going to get left behind.

So, how do you operationalize this? Here’s what I’d recommend:

1. Embed SMEs into your content strategy: Don’t just feature them occasionally—make them a core part of your marketing. Whether it’s blog posts, webinars, or social media, their voice should be front and center. For example, at SaaStr, we bring in top SaaS leaders to share their stories and lessons. It’s not about us—it’s about amplifying their expertise .
2. Leverage influencers and creators strategically: Partner with people who already have the trust and attention of your target audience. But don’t just pay them to promote your product—collaborate with them to create content that adds real value. Authenticity is key here.
3. Focus on community-driven content: Build spaces where your audience can engage directly with SMEs and thought leaders. This could be through events, forums, or even LinkedIn groups. Community is one of the most powerful ways to build trust and authority over time .
4. Repurpose and amplify: Every piece of content featuring an SME or thought leader should be repurposed across multiple channels. A single webinar can become blog posts, LinkedIn posts, email campaigns, and more. This not only maximizes ROI but also reinforces your authority across platforms .
5. Invest in long-term relationships: Don’t treat SMEs and influencers as one-off collaborators. Build ongoing relationships with them so they become advocates for your brand. This consistency is what builds trust over time.

AI will continue to play a role in scaling content production, but the brands that win will be the ones that combine AI’s efficiency with the authenticity and authority of real human voices.

It’s not “AI vs. humans”—it’s about using AI to amplify the impact of your SMEs, thought leaders, and creators. That’s how you stand out in a world where trust is the ultimate currency.

Me: Wouldn't this make the case for having those SME's, Speakers, Thought Leaders, Influencers, etc. in a database or speaker CRM?

Absolutely, 100%. Having a database or speaker CRM for SMEs, thought leaders, influencers, and speakers is not just a good idea—it’s essential if you want to scale this kind of strategy effectively. Think of it like a sales pipeline, but for expertise and relationships. You wouldn’t run a sales org without a CRM, right? The same logic applies here.

At SaaStr, we’ve essentially built our own version of this over the years. We track every speaker, their expertise, their past sessions, and their feedback from attendees. This allows us to quickly identify the right person for a specific topic or event. It’s not just about logistics—it’s about building long-term relationships with these individuals so they become repeat collaborators and advocates for your brand.

Here’s why a speaker CRM is so powerful:

1. Centralized Knowledge: You’ll have a single source of truth for all your SME and influencer relationships. This includes their areas of expertise, past collaborations, and even notes on what worked (or didn’t) in previous engagements.
2. Efficiency: When you need a speaker or SME for a webinar, event, or piece of content, you can quickly filter your database to find the perfect fit. No more scrambling or relying on memory.
3. Relationship Building: A CRM helps you nurture these relationships over time. You can track follow-ups, send personalized invites, and even celebrate their milestones (like book launches or promotions). This builds goodwill and makes them more likely to work with you again.
4. Content Repurposing: If you’ve worked with a speaker before, you can easily revisit their past sessions or content to repurpose it for new campaigns. This maximizes the ROI of every collaboration.
5. Scalability: As your company grows, so will your network of SMEs and influencers. A CRM ensures you can manage this growth without losing track of valuable relationships.

If you’re serious about incorporating SMEs and thought leaders into every aspect of your marketing, a speaker CRM isn’t optional—it’s a must.

And it doesn’t have to be overly complex. The key is to treat these relationships with the same care and strategy you’d apply to your top customers. Because in many ways, they are your customers—they’re just helping you sell to the rest of the market.

Me: So how would you convince CMO's to invest in this? Is it a nice to have or a must have at this point?

It’s a must-have. No question. If you’re a CMO and you’re not investing in building a database or CRM for SMEs, thought leaders, and influencers, you’re leaving money—and growth—on the table.

Let me break down why this isn’t just a “nice-to-have” anymore:

1. Trust and Authority Are Non-Negotiable: Buyers are increasingly skeptical of generic marketing. They trust people, not brands. Google’s E.E.A.T. shift and LinkedIn’s prioritization of human-driven content are clear signals that trust and authority are now critical to standing out. If you’re not leveraging SMEs and thought leaders, your content will get buried in the noise. This isn’t optional—it’s survival.
2. Content ROI Skyrockets with SMEs: When you integrate SMEs into your marketing, the content performs better across the board. It’s more engaging, more shareable, and more likely to convert. At SaaStr, we’ve seen sessions with diverse, credible speakers drive 44%-240% higher engagement. That’s real money. Why wouldn’t you want to replicate that across all your marketing efforts?
3. It’s a Scalable Growth Engine: Think of this as building a long-term asset. A speaker CRM isn’t just a tool—it’s a growth engine. It allows you to scale your efforts by systematically tapping into a network of trusted voices. This isn’t a one-off campaign, it’s a strategy that compounds over time.
4. Your Competitors Are Already Doing It: The best SaaS companies are already embedding SMEs and thought leaders into their marketing. HubSpot, Salesforce, Gainsight—they’ve all built their brands by aligning with credible voices and creating content that educates and inspires. If you’re not doing this, you’re falling behind.
5. It Aligns Marketing and Sales: A speaker CRM doesn’t just benefit marketing—it’s a huge asset for sales, too. Imagine your sales team having access to a library of SME-driven content they can use to engage prospects. It’s a game-changer for deal velocity and conversion rates.

So how do you convince a CMO?

You show them the numbers. Highlight the performance lift from SME-driven content. Show them how a speaker CRM can reduce CAC by driving organic leads and improving conversion rates. And most importantly, frame it as an investment in long-term growth, not just a tactical tool.

This isn’t a “nice-to-have” anymore. It’s the cost of doing business in a world where trust and authority are the ultimate differentiators. If a CMO doesn’t see that, they’re not thinking big enough.

Funny enough - I could have kept going, but I ended the conversation there. But... I can always pick it back up later.

If you read this far, and are ever interested in walking through Sessionboard's Speaker CRM. Don't hesitate to reach out: Chris@sessionboard.com or just request a demo HERE