Professionals Turn to Networks as AI Pressures Mount: LinkedIn

New research from LinkedIn highlights that professionals and brands are adapting to the rapid changes brought by AI by turning to their networks for clarity and support.

According to the study, professionals remain most reliant on their personal and professional contacts, with 43% identifying their network as their primary source of advice at work, ahead of search engines and AI tools. Nearly two-thirds say colleagues help them make decisions faster and more confidently.

The report also shows that the pressure to learn and adapt to AI is creating strain in the workplace. More than half of respondents say that learning AI feels like taking on another job, while mentions of feeling overwhelmed by technological change have risen 82% on LinkedIn this year. One in three professionals admitted to feeling embarrassed about their lack of understanding of AI, and 35% said they are hesitant to discuss it at work for fear of sounding uninformed.

The pace of change is also affecting wellbeing, with 41% of professionals saying AI is taking a toll on their confidence. Younger workers appear particularly impacted: Gen Z professionals are nearly twice as likely as Gen X to exaggerate or misrepresent their AI skills in the workplace.

The findings also highlight how this environment is reshaping B2B marketing, reports LinkedIn. With Millennials and Gen Z now accounting for 71% of B2B buyers, companies are adjusting their strategies to align with new expectations. Seventy-seven percent of marketing leaders say that audiences are increasingly vetting brands through their networks rather than corporate channels. Among younger professionals, 75% of those aged 18-24 said they still value the intuition and insights of trusted colleagues over AI-driven information.

To meet these shifts, 80% of marketers surveyed are increasing investment in community-driven content, relying on creators, employees, and subject matter experts to build credibility. Another 80% say that trusted creators are now essential for connecting with younger buyers.

In response, LinkedIn has expanded BrandLink, introducing “Shows by LinkedIn” in partnership with AT&T Business, IBM, SAP, and ServiceNow. Each company will sponsor a program tailored to its expertise, from small business growth to AI adoption.