Why AI-generated posts are failing LinkedIn’s algorithms – and your brand

More than half of LinkedIn thought leaders are using AI for writing content. But are LinkedIn’s AI tools helping or harming your brand?

Have you noticed an increase in generic content clogging up your LinkedIn newsfeed? Does it feel that the authenticity, personality, and humor you look for in user-generated content have been replaced by stock phrases such as "Delve into," "Tapestry," and "Landscape?"

LinkedIn has always been a playground for wannabe thought leaders who often hide behind corporate buzzwords with posts that resemble a large serving of word salad. But since the release of ChatGPT in 2022, things have gotten much worse, with an 189% increase in AI-generated posts.

As of October, 54% of long-form LinkedIn posts are likely to be AI-assisted, according to a recent report by Originality.AI. With a machine doing all the heavy lifting, the report also highlighted that the length of posts had also increased by 107%.

Are AI tools on LinkedIn hurting user authenticity?

Before we blame users for leaning too heavily on AI, Microsoft-owned LinkedIn has incorporated AI into almost every aspect of its app and website. LinkedIn premium members are encouraged to use AI to write their posts for them. If you are sending a DM to a potential client or want to leave a comment on a post, once again, LinkedIn's AI writing tools are just a click away.

Much like leaving an audio message, the problem with many of these AI tools is they are focused on making life easier for the sender or creator with little regard for the receiver. As a user, there are a few more tragic things than receiving a generic AI-generated question that shows the sender has not read the post or a Happy Birthday DM sent by a single tap rather than any real thought.

Many have compared the early days of AI to the California Gold Rush. Once again, the ones making all the money are not those panning for gold. It's the big companies selling virtual shovels to businesses and users blinded by the shiny new technology and promises of opportunity. The problem is that much of the content generated by the latest AI tools is not such a big hit with LinkedIn's own algorithms.

Why AI posts struggle to perform on LinkedIn's algorithms

Although it might be much easier to summon content from the AI fairy at will, the Algorithm Insights 2024 report reveals that despite encouraging users to leverage its AI tools, LinkedIn's algorithms do not seem to favor the content they help create.

The report found that AI-generated posts on LinkedIn have 30% less reach and 55% less engagement. Even AI-generated visuals receive 70% fewer clicks, so could AI do more harm than good to your brand?

There is an increasing number of respected journalists, authors, and academics whose style is not only replicated by AI, but AI detectors are further rubbing salt in the wounds by incorrectly flagging their work as being written by AI.

AI detectors feel like total scams - sad that students have to deal with this pic.twitter.com/Ru0kSHGRJu

undefined Peter Yang (@petergyang) May 20, 2024

Some writers attempted to fight back with so-called AI humanizers that essentially turn articles that appear too polished into horse shit so they will pass AI detection tests. However, the inaccuracy and inconsistency of many of these new solutions have led to accusations of them being nothing more than digital snake oil.

Despite these blurred lines of what is real and what is not, a recent update to Microsoft's terms and conditions reminds users that they are responsible for anything created using their AI. But a closer look at LinkedIn's privacy policy reveals that it's also training AI with the same content it's making.

We may use your personal data to improve, develop, and provide products and Services, develop and train artificial intelligence (AI) models, develop, provide, and personalize our Services, and gain insights with the help of AI, automated systems, and inferences so that our Services can be more relevant and useful to you and others.

The LinkedIn help page also highlights how it uses personal data for generative AI around Posts and article information.

LinkedIn is now using everyone's content to train their AI tool -- they just auto opted everyone in.
I recommend opting out now (AND that orgs put an end to auto opt-in, it's not cool)
Opt out steps: Settings and Privacy > Data Privacy > Data for Generative AI Improvement (OFF) pic.twitter.com/UsS61gHw4C

undefined Rachel Tobac (@RachelTobac) September 18, 2024

The AI cycle and its role in diluting unique voices on LinkedIn

We have stumbled into a situation where AI-generated content has taken over LinkedIn and is being fed back into machine learning models to refine and train its AI. This current AI cycle used for content creation raises increasing concerns about quality degradation.

If AI models are trained on AI-generated content, the result will inevitably be mediocrity. How can any business or personal brand stand out if every voice sounds the same and is void of any personality?

We are approaching the time of the year when many will soon be repeating the cringe-inducing mantra: new year, new me. So when making big plans for 2025, consider this a reminder to avoid falling into the trap of replacing your unique personality, insights, and authenticity with AI.

AI can be a helpful tool. But it’s your human voice that will make you stand out from the crowd and cut through the noise of artificial content next year.