Mumbai: As AI accelerates content creation, India’s B2B marketing leaders are placing greater emphasis on authenticity and trusted voices to engage audiences, according to new research from LinkedIn, the world’s largest professional network. The findings reveal that 84% of marketing leaders in India believe it’s more important than ever to lead with authentic human voices rather than rely on AI-generated content.
The report highlights how 82% of B2B marketers in India say buyers rely on their networks when vetting brands, underscoring a shift from brand-led communication to community-driven trust. Millennials and Gen Z, who now represent 71% of B2B buyers, are driving this trend, with 83% of 18–24-year-olds in India affirming that even as AI advances, there’s still no substitute for the intuition and insights they get from trusted colleagues.
As a result, 86% of Indian marketers are increasing investment in community-driven content, collaborating with creators, employees, and subject matter experts. The study further reveals that 87% of B2B marketers see trusted creators as essential to building credibility with younger buyers.
At the same time, the role of conversations over campaigns is becoming central, with 88% of marketing leaders stating that their most effective brand moments come from sparking conversations, not just sharing content.
LinkedIn is aligning with this shift through the expansion of BrandLink, which helps advertisers place ads alongside contextually relevant editorial and creator content. BrandLink now includes a slate of new Shows by LinkedIn, with AT&T Business, IBM, SAP, and ServiceNow collaborating on the debut season. Programs include Small Business Builders presented by AT&T Business, Founder’s Blueprint presented by IBM, AI in Action presented by SAP, and The CEO Playbook presented by ServiceNow. Each show will feature exclusive content from creators and publishers, enabling LinkedIn’s 1.2 billion members to engage with conversations that matter most.
BrandLink’s global publisher network is also expanding with BBC Studios, BNR, TED, The Economist, and Vox Media joining the program.
Sachin Sharma, Head, LinkedIn Marketing Solutions, India, said, “AI is reshaping how brands connect with buyers. Younger audiences, in particular, want authenticity and relatability, and B2B marketers know that trust comes from real voices people can identify with. To cut through the noise, they are turning to video for deeper engagement. With BrandLink’s rollout in India, LinkedIn is helping brands work with credible voices to deliver impactful storytelling in formats preferred by target audiences. Ultimately, as AI scales content creation, brands that pair technology with human expertise will win attention and trust in the long run.”
Melissa Arnoldi, Executive Vice President and General Manager of AT&T Business, added, “AT&T Business is committed to connecting small business owners with the fast, secure, reliable service they depend on to succeed. We’re proud to help unlock new possibilities and fuel growth as the presenting sponsor of the debut season of Small Business Builders, as part of Shows by LinkedIn. Just as our small business customers inspire us with their passion and commitment, we want to inspire entrepreneurs through this series that celebrates the resilience and innovation of the small business community. LinkedIn is the ideal platform to do this.”
The findings also show that 76% of professionals in India rely on trusted input from colleagues and peers to make faster, more confident decisions. While 86% of marketing leaders see AI as an opportunity for smaller brands to punch above their weight, the majority agree that authenticity will remain the deciding factor in winning trust.
