New Delhi, Delhi, 26th of August, 2025 :  AI is speeding up the way we work, but it is also making human voices even more important for brands. New research from LinkedIn, the world’s largest professional network, reveals that as AI floods the internet with information, 82% of B2B marketing leaders in India say audiences don’t just vet brands through the company’s channels – they rely on their networks. 

People are turning to the trusted voices in their networks for the clarity they can’t get from technology alone. This shift is becoming prevalent on LinkedIn, where people’s search for daily guidance and insight from their networks has led to a 41% increase in posts over three years. 

New generations of decision makers bring new expectations 

It’s not just AI that’s reshaping how brands influence decision makers, it’s a new set of decision makers at the table. Millennials and Gen Z make up 71% of B2B buyers. And these new buyers don’t solely want information from your brand – they want insight from people they trust to guide their decisions. 83% of 18-24 year olds in India 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  86% of B2B marketers surveyed say they’re increasing investment in community-driven content – tapping creators, employees, and subject matter experts to build trust. In fact, 87%also say trusted creators are now essential to earning credibility with younger buyers. 

Brands are working with LinkedIn to deliver a collection of content from top voices and industry creators

In this shifting environment, 88% 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 with the launch of new Shows by LinkedIn. BrandLink is an evolution of LinkedIn’s Wire Program, designed to help advertisers increase brand recall by placing their ads alongside contextually relevant editorial content from trusted publishers and some of the world’s top creators.

AT&T Business, IBM, SAP, and ServiceNow are among the first to collaborate exclusively with LinkedIn on the debut season of four shows: Small Business Builders presented by AT&T Business, Founder’s Blueprint presented by IBM, AI in Action presented by SAP, and The CEO Playbook presented by ServiceNow. Each show will feature a collection of exclusive content from creators and publishers, allowing LinkedIn’s 1.2 billion members to discover and engage in conversations on the topics that matter most – while enabling brands to reach target audiences directly in their feeds with contextually relevant content. 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.

Sachin Sharma, Head, LinkedIn Marketing Solutions, India, says, “AI is reshaping how brands connect with buyers. Younger audiences, in particular, want authenticity and relatability, and B2B marketers know that trust comes from real voices people can identify with. To cut through the noise, they are turning to video for deeper engagement. With BrandLink’s rollout in India, LinkedIn is helping brands work with credible voices to deliver impactful storytelling in formats preferred by target audiences. Ultimately, as AI scales content creation, brands that pair technology with human expertise will win attention and trust in the long run.”

Melissa Arnoldi, Executive Vice President and General Manager of AT&T Business, says, “AT&T Business is committed to connecting small business owners with the fast, secure, reliable service they depend on to succeed. We’re proud to help unlock new possibilities and fuel growth as the presenting sponsor of the debut season of Small Business Builders, as part of Shows by LinkedIn. Just as our small business customers inspire us with their passion and commitment, we want to inspire entrepreneurs through this series that celebrates the resilience and innovation of the small business community. LinkedIn is the ideal platform to do this.”

Insight beats information in the AI era  

Brands are also learning that volume doesn’t equal value – people want to hear from voices they trust. 76% of professionals in India say that trusted input from colleagues and peers helps them make decisions more quickly and confidently. 

This means B2B marketers are navigating a balance: bringing in AI to scale without sacrificing on authenticity. 84% of marketing leaders in India say that as AI floods the internet with content, it’s becoming more important to lead with authentic voices rather than flooding brand channels with AI-generated content. At the same time, the AI opportunity is undeniable: 86% believe AI will help smaller brands punch above their weight, while 81% predict it will fuel breakout brands we haven’t even heard of yet.

Methodologies

Global B2B Marketing Outlook: This research was conducted by Censuswide, with 7000 B2B marketers (aged 18-77; middle management +) in the UK, Australia, France, Germany, India, US, Spain, MENA (Saudi Arabia+UAE), Netherlands, Brazil, Italy, Sweden, Ireland and Singapore, between 03.07.2025-15.07.2025. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles. Censuswide are members of the British Polling Council. 

Global Professionals Sentiment:This research was conducted by Censuswide, with 19,268 Professionals (in full time or part-time employment) (5-10% unemployed respondents in US, Italy, Spain and Brazil but must be looking for work) across the UK, Australia, France, Germany, India, USA, Italy, Spain, Singapore, UAE, Saudi Arabia, Sweden, Netherlands and Brazil between 04.07.25 – 07.07.25. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles. Censuswide are members of the British Polling Council. 

LinkedIn Platform Conversations: “Overwhelm” topics were found by searching global English language terms across LinkedIn: “overwhelmed”, “burn out”, and “navigating change” from July 1, 2024 – June 29, 2025. “AI”  topics were found by searching global English language terms across LinkedIn: “AI”, “artificial intelligence”, “copilot”, “chatgpt”, “generative AI”, “gen AI” from July 1, 2024-June 29, 2025.

About LinkedIn

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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