LinkedIn’s latest global research, conducted in July 2025, explores how professionals and brands are adapting to the AI era. Professionals are turning to their networks for clarity amid rising AI expectations, while B2B marketers are rethinking strategies to engage younger buyers through trusted voices.
43% of professionals rely on networks for workplace advice over AI tools.
51% find learning AI feels like a second job, impacting wellbeing.
Gen Z is nearly 2x more likely to exaggerate AI skills than Gen X.
71% of B2B buyers are Millennials and Gen Z, seeking trusted insights.
80% of marketers invest in community-driven content to build trust.
LinkedIn’s BrandLink expands with new Shows featuring AT&T, IBM, SAP.
LinkedIn’s survey of 19,268 professionals reveals that 43% prioritize their network for workplace advice, outranking search engines and AI tools. However, 51% say learning AI feels like an additional job, with 82% more LinkedIn posts in 2024-2025 discussing feeling overwhelmed. This pressure fuels insecurity, with 33% embarrassed by their AI knowledge gaps and 35% nervous about discussing AI at work. Additionally, 41% report that the pace of AI change affects their wellbeing, with Gen Z nearly twice as likely to exaggerate AI skills compared to Gen X.
The research shows a 41% increase in LinkedIn posts over three years, reflecting professionals’ growing reliance on networks for guidance. For B2B marketers, 77% note that buyers vet brands through their networks, not just company channels. Millennials and Gen Z, comprising 71% of B2B buyers, prioritize insights from trusted colleagues over brand content. Notably, 75% of 18-24-year-olds value human intuition over advanced AI, emphasizing the need for authentic connections in purchasing decisions.
To align with younger buyers, 80% of B2B marketers are increasing investment in community-driven content, leveraging creators, employees, and experts to build credibility. Another 80% view trusted creators as essential for engaging Gen Z and Millennials. “Marketers are doubling down on trusted voices as part of their campaign strategies,” the research notes, highlighting a shift toward authentic, network-driven marketing to meet evolving buyer expectations.
LinkedIn is expanding its BrandLink program with new Shows featuring AT&T Business, IBM, SAP, and ServiceNow. These shows deliver exclusive content from creators and publishers, enabling LinkedIn’s 1.2 billion members to engage with relevant topics directly in their feeds. The program also grows globally with partners like BBC Studios, TED, and Vox Media, enhancing brands’ ability to connect with audiences through trusted, contextually relevant content.
LinkedIn’s research underscores the critical role of trusted networks in navigating AI challenges and engaging B2B buyers. As professionals and brands adapt, leveraging authentic voices and community-driven content will be key to building trust and driving success in the AI era.
LinkedIn connects the world’s professionals to make them more productive and successful and transforms how companies hire, learn, market, and sell. Our vision is to create economic opportunity for every member of the global workforce through the ongoing development of the world’s first Economic Graph. LinkedIn has over 1.2 billion members and has offices around the globe. www.linkedin.com / mobile.linkedin.com
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