LinkedIn Study: Human Advice Beats AI and Search at Work

A LinkedIn study shows that professionals prefer trusted colleagues for workplace advice rather than AI tools or search engines.

The research highlights that 43% of professionals turn to their networks first, while nearly two-thirds say colleagues help them reach decisions faster and with greater confidence.

Key Findings

LinkedIn’s survey indicates that professional networks remain the top resource for workplace guidance.

• 43% choose their network as the first source of advice.
• 64% say peer input improves both the quality and speed of decision-making.
• Posts about stress, change, and uncertainty rose 82%, showing a growing demand for clarity from trusted human voices.

Pressure Around AI Learning

AI adoption is proving stressful for many workers.

• 51% say upskilling feels like having a second job.
• 33% feel embarrassed about their AI knowledge.
• 35% feel nervous discussing AI at work.

The rapid pace of AI advancements is also affecting well-being, with 41% saying constant changes add pressure. Younger professionals, particularly Gen Z, often feel the need to exaggerate their AI expertise compared to Gen X.

Among 18–24-year-olds, 75% believe AI cannot replace the intuition and context provided by trusted colleagues. This reinforces the importance of human networks when decisions carry higher stakes.

Impact on B2B Buying and Marketing

The study signals a shift in how B2B buyers and marketers operate.

• 77% of B2B marketing leaders say audiences rely on both company channels and professional networks.
• Millennials and Gen Z now make up 71% of B2B buyers, increasing demand for credible voices within these networks.

As a result, 80% of marketers plan to invest more in community-driven content featuring creators, employees, and subject-matter experts. Trusted creators are seen as essential for building credibility with younger audiences.

This shows that social discovery and peer recommendations can be just as influential as search rankings. Shareable content linked to recognized experts is likely to outperform generic brand communications.

Why This Matters

With professionals leaning on networks for advice, organizations must rethink how they build trust and generate demand.

Effective strategies include:

• Encouraging employees to share authentic messages.
• Partnering with trusted creators.
• Producing expert-led content designed for visibility across professional communities.

While SEO and paid advertising remain important, peer validation and network conversations increasingly influence how audiences interpret and engage with brand content.

Looking Ahead

As AI becomes more integrated into work, professionals are blending new tools with human judgment. Long-term success for marketers lies in strengthening real relationships, not just adopting the latest AI-driven tactics.

Methodology

The research was commissioned by LinkedIn and conducted by Censuswide. The study surveyed 19,268 professionals and 7,000 B2B marketers across 14 countries between July 3 and July 15, 2025.

Full details are available in LinkedIn’s pressroom post: LinkedIn Newsroom