The latest edition of Ask Us Anything About LinkedIn brought together Teddy, Daria and special guest Elitsa Stoyanova for a conversation centered around AI, content creation and the way professional visibility is changing online.
Very quickly, the discussion moved away from the usual “AI will replace everyone” narrative and focused on something much more relevant to LinkedIn right now — how AI is changing visibility, authority and the way expertise is discovered online. As AI-generated content becomes easier to produce, value increasingly comes from experience, specificity and recognizable human perspective rather than from polished generic writing.
LinkedIn Is Becoming an AI Source
Ellie spoke about LinkedIn’s growing role inside AI-powered search engines like ChatGPT, Perplexity and Google’s AI search experiences. According to the data and research she referenced, LinkedIn has become one of the most quoted platforms in the B2B space because it gives AI systems something many other platforms struggle to provide — context around expertise.
Unlike anonymous forums or heavily optimized websites, LinkedIn connects opinions directly to real professional identities, experience and industry background. Ellie also pointed out that visibility is no longer reserved only for profiles with huge audiences or viral reach. Smaller creators with niche expertise are increasingly being surfaced by AI tools simply because their content answers specific questions clearly and provides useful information.
To illustrate this shift, Ellie also showed Omni’s own website and visibility across AI-powered search tools, using it as an example of how structured expertise and clearly positioned content are increasingly being surfaced beyond traditional Google search.
Long-Form Content Still Works
The conversation around articles and long-form content felt especially relevant in the context of LinkedIn’s current direction.
While most platforms continue pushing shorter and faster formats, LinkedIn still rewards depth when there is actual expertise behind it. Teddy pointed out that educational posts, documents and narrative-driven formats continue to perform strongly, but only when they contain real value instead of storytelling written purely for engagement.
Ellie added that AI systems tend to quote articles and longer structured content more often than short posts, making long-form writing increasingly useful not only for readers, but also for discoverability through AI-powered search.
At the same time, audiences are becoming much more sensitive to generic content patterns. In a space where everyone suddenly has access to the same tools, originality starts coming less from formatting and more from actual perspective.
AI as a Tool, Not a Substitute
A large part of the discussion focused on how professionals should realistically approach AI-assisted content creation.
Ellie described AI more as a collaborator than as a replacement for human perspective. The expertise, opinions and ideas still need to come from the person behind the content, while AI helps organize information, improve structure and speed up the writing process.
One detail from the live session that stood out was Ellie’s advice to read posts out loud before publishing them. If the wording feels unnatural while speaking, readers usually feel the same disconnect while reading. Teddy connected this to the way Bookmark approaches copywriting internally, especially when building content for company pages and executives.
Why People Matter More Than Company Pages
Another topic that came up several times throughout the episode was the role of employees, founders and personal profiles in building company visibility.
Teddy referenced a recent article from The Linked Blog discussing the shift from company-page-first strategies toward people-led presence. Company pages still matter, but people build trust.
That becomes even more important in the context of AI search because AI systems actively look for third-party validation when evaluating authority and trustworthiness online. Ellie explained that employee posts, customer conversations and independent opinions all act as credibility signals that help businesses become more visible inside AI-generated search results.
The Feed Reflects User Behavior
Ellie also spoke about how LinkedIn’s feed evolves based on user behavior itself. Scrolling patterns, pauses, clicks and interactions constantly train the platform’s algorithm. Even briefly stopping on certain types of content sends signals about what a user is interested in, gradually shaping the feed people experience daily.
Daria also highlighted LinkedIn’s newly introduced ads agency certification, connecting it to the broader conversation around authority, verification and professional credibility on the platform.
If you missed this edition of Ask Us Anything About LinkedIn, you can catch the full episode on Spotify and YouTube.
And if you already have questions for the next edition, don’t wait for the live session itself. Mark your calendars for June 5 and become part of the next conversation.
