LinkedIn has released new research showing that even as AI-generated content floods digital platforms, professional networks remain the most trusted source of brand information for B2B buyers, particularly among Millennials and Gen Z.
The research, conducted in July 2025 by Censuswide across 14 global markets including Australia, found that 77% of B2B marketing leaders say buyers still rely on their networks to vet brands.
This number jumps among younger buyers, with 77% of 18-24-year-olds stating that no amount of AI can replace the insights and intuition they get from trusted colleagues.
“While AI has changed the way we work, it hasn’t replaced the human filter of trust,” said Andrea Rule, Director, LinkedIn Marketing Solutions. “Aussie professionals – especially Millennials and Gen Z – are actively turning to their networks for clarity amid the noise.”
Key findings from the study include:
• 88% of Australian marketers are increasing investment in community-driven content, including employees and subject matter experts.
• 79% say trusted creators are essential to building credibility with younger buyers.
• 81% of marketing leaders agree that authentic voices are more important than ever in today’s environment.
LinkedIn’s own data backs the trend, with posts on the platform up 41% over the past three years and AI-related topics surging 29% year-on-year. Terms like “overwhelmed” and “navigating change” have also seen a 60% rise in mentions, suggesting a growing desire for clarity over quantity.
“The future of B2B marketing isn’t about shouting louder,” said Rule. “It’s about sparking authentic conversations that travel further than any algorithm can.”
BrandLink and the shift from campaigns to conversations
LinkedIn is also expanding its BrandLink platform, which allows advertisers to align with editorial and creator-led content. Four new branded shows are launching: Small Business Builders (AT&T Business), Founder’s Blueprint (IBM), AI in Action (SAP), and The CEO Playbook (ServiceNow). These series aim to combine storytelling with industry insight directly in members’ LinkedIn feeds.
Video has become central to this strategy, with 80% of marketing leaders calling it the “new language of the internet.” LinkedIn has added global publishers including BBC Studios, TED, Vox Media, and The Economist to BrandLink’s growing footprint.
Crista Gibbons, Global Head of Partnerships and Media Solutions at The Economist Group, said: “We’re able to connect our trusted journalism with advertisers who want to support meaningful reporting and reach engaged professional audiences.”
According to Matt Derella, VP, LinkedIn Marketing Solutions: “AI has unlocked scale like never before, but credibility can’t be automated. The brands breaking through today are doing so through the voices people trust most—peers, creators, and experts.”
Top image: Andrea Rule