While it’s often stated that artificial intelligence is reshaping marketing and decision-making, a recent development called GEO has introduced a surprising twist, as revealed by a new study from LinkedIn.
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Indeed, in a world flooded with AI-generated data and content, B2B professionals still prefer to rely on human relationships and the trusted voices within their network. This highlights a shift in how brands are establishing their credibility.
B2B Buyers Prioritize Trust Over Technology
According to a LinkedIn report, 76% of B2B buyers place more importance on recommendations from their network than on official brand communications.
This implies that companies are now evaluated not just based on their campaigns, but also on what their colleagues, partners, or even their clients are saying about them.
Amidst the influx of AI-generated content, decision-makers are seeking more clarity, reliability, and a sense of authenticity that technology cannot replicate. Indeed, 39% of professionals state that their network is their top source for advice at work, far surpassing search engines or AI assistants.
This preference could also be due to the fact that one in three people admit to having a low level of understanding of AI, which diminishes their trust in these tools. However, as Ioana Erhan, the director at LinkedIn Marketing Solutions suggests, it’s also because AI cannot “create credibility.”
A New Generation of Buyers Redefining Brand Credibility
According to the LinkedIn study, Millennials and Generation Z now make up 71% of B2B buyers. This new generation isn’t just looking for information; they want reliable and personified perspectives.
74% of those aged 18-24 believe that, despite the advances in AI, nothing can replace the advice from their colleagues or mentors. This shift may also prompt marketing leaders to rethink their strategies.
While 77% report investing more in content led by creators, experts, or company employees, nearly 78% believe that these trustworthy figures are crucial for enhancing brand credibility among young decision-makers.
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LinkedIn Focuses on Creators and Authentic Conversations
To support this move towards personalized content, LinkedIn is expanding its BrandLink program with the introduction of “Shows by LinkedIn,” a series of broadcasts produced in partnership with brands like AT&T Business, IBM, SAP, and ServiceNow.
These programs, which are set to be soon broadcast on the social network, will feature thought leaders and recognized experts in their fields, in a conversational format.
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Samantha Klein is a seasoned tech journalist with a sharp focus on Apple and mobile ecosystems. With over a decade of experience, she brings insightful commentary and deep technical understanding to the fast-evolving world of consumer technology.