LinkedIn is becoming one of the most influential platforms cited by artificial intelligence tools and large language models, highlighting a major shift in how online content is discovered and shared.
New research from media intelligence company Meltwater found LinkedIn is now the second most-cited platform by large language models globally, while ranking first across several professional and business-related categories.
The findings suggest AI systems are increasingly relying on creator-led and expertise-driven content when generating responses for users.
According to the study, 75% of LinkedIn posts cited by AI platforms come from individual creators, executives and subject matter experts rather than corporate brand pages. The trend reflects growing demand for authentic voices and professional insights online.
The research was discussed during a recent event hosted by LinkedIn and Samsung Electronics America at LinkedIn’s Empire State Building office in New York.
Marketers, creators and executives explored how brands can remain authentic while also creating content that is easily understood and surfaced by AI systems.
A key theme throughout the discussion was the importance of balancing “human trust” with “AI discoverability”.
Zina Vitols said she was “obsessed with the tension” between needing to be “more human so humans can trust you” while also needing to “appeal to large language models so AI can cite you”.
Speakers also highlighted the growing role of video content on LinkedIn, arguing it builds trust in ways text alone cannot. Creator and entrepreneur Colin Rocker said video remains valuable because it requires greater effort and authenticity.
“Video is harder,” Rocker said. “It’s a harder barrier to entry and that’s why quality video on LinkedIn is rare.”
Others pointed to LinkedIn’s detailed and discussion-driven comment sections as another reason the platform performs differently from other social media networks.
As AI continues to reshape online search and content discovery, experts believe creators who combine authentic storytelling with structured, informative content will be best positioned for visibility — both with audiences and machines.
