Networks, Not AI or Search, Are the #1 Trusted Source Amid Information Overload, LinkedIn Research Finds

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  • The #1 trusted source for professionals isn’t AI or search engines — it’s their professional network.

  • More than half (51%) of professionals surveyed say learning AI feels like another job.

  • 77% of B2B marketing leaders say audiences don't just vet brands through the company's channels — they rely on their network. 

  • LinkedIn expands BrandLink to help brands reach buyers through trusted voices.

New global research from LinkedIn reveals how professionals and brands are adapting in the AI era, turning to trusted voices in their network to find the clarity they need to stay ahead. 

Professionals are turning to their networks as they feel overwhelmed by rising AI expectations

  • People turn to their network first to build confidence and stay ahead. Professionals say their network, the people they know, is still their #1 source for advice at work (43%), ahead of search engines, and even AI tools, while nearly two-thirds (64%) of professionals say colleagues help them decide faster and more confidently.

  • More than half (51%) professionals say learning AI feels like another job, and there’s been an 82% increase in people posting on LinkedIn about feeling overwhelmed and navigating change this year. The mounting pressure to upskill in AI is fueling insecurity among professionals at work — with a third (33%) admitting they feel embarrassed by how little they understand it, and 35% saying they feel nervous talking about AI at work for fear of sounding uninformed.

  • Navigating change is impacting confidence and wellbeing. More than four in 10 (41%) professionals say the current pace of AI change is taking a toll on their wellbeing. Younger professionals feel it most: Gen Z professionals are nearly two times more likely to exaggerate or lie about their AI skills at work, compared to Gen X. 

Brands and marketers are adapting to AI and new generations of B2B buyers

  • Buyers increasingly turn to their networks to vet brands. With posts on LinkedIn up 41% over three years, more people are turning to their networks for daily guidance and insight. Brands see this shift too: 77% of B2B marketing leaders surveyed say audiences don't just vet brands through the company's channels — they rely on their network. 

  • New generations bring new expectations, as Millennials and Gen Z now make up 71% of B2B buyers. And they don’t solely want information from brands – they want insight from people they trust to guide their decisions. 75% of 18-24 year olds say that even as AI becomes more advanced, there's still no substitute for the intuition and insights they get from trusted colleagues.

  • Marketers are doubling down on trusted voices as part of their campaign strategies: To get ready for this shift, 80% of marketers surveyed say they’re increasing investment in community-driven content – tapping creators, employees, and subject matter experts to build trust. Another 80% also say trusted creators are now essential to earning credibility with younger buyers. 

LinkedIn expands BrandLink to help brands reach buyers through trusted voices

  • LinkedIn is continuing to expand BrandLink with the launch of new Shows by LinkedIn. AT&T Business, IBM, SAP, and ServiceNow are the first brands to collaborate exclusively with LinkedIn on the debut season of four shows: Small Business Builders presented by AT&T, 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 their target audiences directly in their feeds with contextually relevant content.

  • BrandLink’s publisher footprint is also expanding globally: BBC Studios, BNR, TED, The Economist, and Vox Media have all joined the program. 

Join the conversation on LinkedIn 

For expert tips and career advice on how to grow confidence through your network, visit this post from LinkedIn Career Expert Catherine Fisher. For insight into LinkedIn’s latest findings on AI and network shifts, visit this post from LinkedIn Chief Economist Karin Kimbrough. For more detail on LinkedIn’s expansion of BrandLink, visit this post from Matt Derella, VP LinkedIn Marketing Solutions. And sign up for LinkedIn's AI in Work Day where you'll gain access to expert insight from top voices in AI, and tools that can help you get ahead.

Methodologies

Global B2B Marketers Sentiment: 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.