Andrea Rule. Credit: LinkedIn
Australian B2B buyers, as AI accelerates content production and information overload, are turning to their professional networks over brand channels or search engines to vet vendors, according to LinkedIn research.
The study, part of LinkedIn’s B2B buyer research, found that 77% of Australian B2B marketing leaders believe buyers don’t assess brands in isolation, they rely on input from trusted peers.
This reflects a broader shift in decision-making, driven by a new generation of buyers.
Millennials and Gen Z now make up 71% of B2B purchasing roles.
Among them, 77% of 18–24-year-olds say there’s still no substitute for human insight, despite advances in AI.
“While AI has changed the way we work, it hasn’t replaced the human filter of trust,” said Andrea Rule, director, LinkedIn Marketing Solutions.
“Aussie professionals, especially Millennials and Gen Z, are actively turning to their networks for clarity amid the noise.
“For brands, this is a clear signal: the future of B2B marketing isn’t about shouting louder, it’s about sparking authentic conversations that travel further than any algorithm can.”
LinkedIn says posts about AI are up 29% year-on-year, while content around burnout and change is up 60%.
Overall post volume on LinkedIn has jumped 41% over three years.
To meet the shift, 88% of Australian marketers surveyed say they are increasing investment in community-driven content, leveraging creators, employees and experts to build trust.
Meanwhile, 79% say trusted creators are now essential to building credibility with younger buyers.
Matt Derella, VP, LinkedIn Marketing Solutions, said AI has unlocked scale like never before, but credibility can’t be automated.
“The brands breaking through today aren’t just pushing content, they’re sparking conversations through the voices people trust most, peers, creators and experts,” he said.
Video is also emerging as a dominant format, with 80% of marketers surveyed saying it’s now the “language of the internet”.
LinkedIn is expanding BrandLink, its content alignment product, off the back of these insights.
It now includes a global publisher network and the first season of "Shows by LinkedIn", featuring branded series from AT&T Business, IBM, SAP and ServiceNow.
Each show is hosted by industry creators and aims to generate conversation around topics like AI, small business, and leadership.
LinkedIn has also brought major publishers into BrandLink, including BBC Studios, TED, The Economist, Vox Media and BNR.
Crista Gibbons, global head of partnerships and media solutions at The Economist Group, said through LinkedIn’s BrandLink program, they are able to connect trusted journalism with advertisers who aim to support meaningful reporting and reach engaged professional audiences with contextually relevant content.
TED’s head of partnerships Laura Beyer said LinkedIn offered “a trusted space where meaningful conversations happen daily”.
James Wildbore, SVP and GM of ad sales at BBC Studios, said the partnership extends their B2B storytelling into a powerful platform.
“Offering advertisers new ways to connect with high-value audiences through trusted, impactful content,” he said.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.