LinkedIn unleashes AI for profiles

Sahail Ashraf posted on 23 March 2023

LinkedIn has been pushing ahead with using AI on the platform. Recent shared content creation has caused some concern. Now, it’s letting you use bots to create a profile.

Over the last few months you may have noticed that AI has been in the news. The technology is progressing so quickly that new ways of doing things in our daily lives are cropping up on an almost weekly basis. For some people, it’s the way forward, and means only good things for the future. For others, it can be worrying, threatening even. For marketers on social media, it can be viewed as something to be wary of.

LinkedIn has just moved into the AI field with a new set of measures that will mean AI has officially become part of how it works. This does have some real implications of how marketers use LinkedIn. It’s a powerful platform in the B2B space, and the latest moves towards AI adoption need to be acknowledged.

What’s happening?

LinkedIn is adding the ability to automatically generate your profile, as well as offering AI generated job descriptions and educational content.

The job descriptions allow businesses to present opportunities without having to create detailed content around what the opening entails. As LinkedIn says:

“When you’re ready to post a job, simply provide some basic information, including the job title and company name. Our tool will then generate a suggested job description for you to review and edit, saving you time and effort while still giving you the flexibility to customise it to your needs. By streamlining this part of the hiring process, you can focus your energy on more strategic aspects of your job.”

This makes sense in a way. Having a job description created by AI has its good points. You don’t have to waste time putting together the description and that means you can, as LinkedIn says, focus on more important things. 

However, if you’re looking for the best talent for the role, it may not help your particular position stand out if it looks like everyone else’s. And therein lies the problem.

In addition to the job description thing, LinkedIn is also implementing AI profiles on LinkedIn. And that is where things could get really sticky.

Again, it kind of makes some sense. Get LinkedIn and the AI to create a profile that contains words that have been proven to create engagement on the platform. The AI does it in seconds and you have something that you know is high quality and has worked for other users in the past.

However, after a year of this, won’t it be the case that a huge chunk of LinkedIn has profiles on it that are all the same? Maybe it will, and maybe it’s inevitable. But if you have your profile created by computer you will find it very difficult to stand out in a sea of profiles.

The next phase?

LinkedIn has already introduced cooperative articles that have an AI element to them. The platform is not showing any signs of slowing down when it comes to adopting the technology. And it seems that the only way forward is to both embrace it and work with it.

AI will soon be a huge part of marketing in general. We all know that content online has been affected by the rise of AI text generators. And that also means social media marketing too. But there is an opportunity here.

Real creativity shines through marketing work that is distinctive and original. We’ve shown a ton of that through the blog here on Locowise. As AI continues to become a stronger force in online content, now is the perfect time to start creating content and campaigns that could only ever be made by human beings.

There are exciting times ahead for LinkedIn, and these are clear improvements to the service. It’s not a problem for marketers, it’s an opportunity.

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