New research showing that B2B buyers prefer human recommendations to AI alternatives, despite more than three-fifths of them are from younger, more tech-savvy generations.
The professional networking platform has seen the number of posts on the platform climb just over 40 per cent over the last three years.
It has also seen a 60 per cent increase in the number of people posting about feeling overwhelmed and navigating change and a 29 per cent increase in people posting about AI-related topics over the last year.
This poses an interesting conundrum too as more than three quarters of B2B marketing leaders in Australia surveyed by LinkedIn said audiences don’t just vet brands through the company’s channels. Instead, they rely on their network—including the millennials and Gen Z who account for 71 per cent of B2B buyers.
More than three quarters of 18-24 year olds say that even as AI becomes more advanced, there’s still no substitute for the intuition and insights they get from trusted colleagues.
To get ready for this shift, nearly 88 per cent of Australian marketers surveyed say they’re increasing investment in community-driven content – tapping creators, employees, and subject matter experts to build trust. In fact, 79 per cent also say trusted creators are now essential to earning credibility with younger buyers.
Andrea Rule, director, LinkedIn marketing solutions, said: “While AI has changed the way we work, it hasn’t replaced the human filter of trust. Aussie professionals – especially Millennials and Gen Z – are actively turning to their networks for clarity amid the noise.
“For brands, this is a clear signal: the future of B2B marketing isn’t about shouting louder, it’s about sparking authentic conversations that travel further than any algorithm can. Brands that get this right will be the ones that win over the next generation of buyers.”
In this shifting environment, 84 per cent of marketing leaders also say their most effective brand moments come from sparking conversations, not just sharing content – something LinkedIn is doing as they continue to expand BrandLink – which allows advertisers to align with editorial content from trusted publishers and some of the world’s top creator voices – with the launch of new Shows by LinkedIn.
Video has become the primary vehicle for this authentic storytelling playbook, with 80 per cent of marketing leaders saying video is the new language of the internet. In addition to the launch of the first Shows by LinkedIn, BrandLink’s publisher footprint is expanding globally: BBC Studios, BNR, TED, The Economist, and Vox Media have all joined the program.
Matt Derella, VP, Linkedin marketing solutions, said: “AI has unlocked scale like never before, but credibility can’t be automated. The brands breaking through today aren’t just pushing content, they’re sparking conversations through the voices people trust most – peers, creators, and experts.”
