Professionals trust their networks more than AI or search engines for advice and brand vetting amid rising AI-related pressures. LinkedIn research shows that 51% of professionals find learning AI overwhelming, with many feeling insecure or embarrassed about their AI knowledge. This stress impacts wellbeing, especially among younger professionals like Gen Z, who are more likely to exaggerate AI skills.
Professionals Rely on Networks for Confidence and Guidance
- 43% of professionals say their network is their top source for work advice, surpassing search engines and AI tools.
- 64% say colleagues help them make decisions faster and with more confidence.
- AI learning is seen as an additional job by over half of professionals.
- There has been an 82% increase in LinkedIn posts about feeling overwhelmed by AI and change.
- 41% report that rapid AI changes affect their wellbeing.
- Gen Z professionals are nearly twice as likely as Gen X to exaggerate AI skills.
Shifts in B2B Buyer Behavior and Marketing Strategies
- Buyers increasingly vet brands through their networks rather than company channels; 77% of B2B marketing leaders acknowledge this.
- Millennials and Gen Z now comprise 71% of B2B buyers, seeking trusted insights rather than just brand information.
- 75% of 18-24 year olds say trusted colleagues provide irreplaceable intuition despite AI advances.
- Marketers respond by investing more in community-driven content, with 80% increasing efforts to engage creators, employees, and experts.
- Trusted creators are deemed essential by 80% of marketers to build credibility with younger buyers.
LinkedIn Expands BrandLink to Leverage Trusted Voices
- LinkedIn launched new Shows by LinkedIn featuring exclusive content from creators and publishers to engage its 1.2 billion members.
- Brands like AT&T Business, IBM, SAP, and ServiceNow are collaborating on shows such as Small Business Builders and AI in Action.
- BrandLink’s publisher network has grown globally to include BBC Studios, TED, The Economist, Vox Media, and others.
- These initiatives help brands reach target audiences with contextually relevant content through trusted voices.
Research Methodology
- Surveys involved 7,000 B2B marketers and 19,268 professionals globally across multiple countries.
- Data was collected in July 2025 by Censuswide, adhering to ESOMAR and British Polling Council standards.
- LinkedIn analyzed platform conversations on terms related to overwhelm, burnout, AI, and generative AI from July 2024 to June 2025.
This research highlights the critical role of professional networks in navigating AI-driven change and the strategic shift by brands to engage audiences through trusted voices on LinkedIn.
