Why AI just made LinkedIn even more important

Personal brands get much more engagement on LinkedIn, but your company page is becoming an important source for AI.

For years, the advice on LinkedIn was simple: put your energy into people.

I’ve said it myself. I still believe it. People prefer people. Personal profiles are human. Company updates usually feel like press releases no one asked for.

But something has changed: AI tools are now reading LinkedIn and using it as a primary source.

According to Semrush, that analyzed 89,000 unique LinkedIn URLs cited by ChatGPT Search, Google AI Mode, and Perplexity, LinkedIn is one of the most cited domains across AI models. It ranks #2 in citations in the dataset, appearing in 11% of AI responses on average across ChatGPT Search, Perplexity, and Google AI Mode. And number-1 in professional searches.

LLMs like ChatGPT, Perplexity, and Google’s AI answers are crawling the platform to find out what you actually do. In this new reality, your company page is no longer just another thing on your to do list but part of your must-haves, your core architecture. It’s how you show up when an AI is the one doing the research.

• Your LinkedIn content can directly shape how AI explains your organization. LinkedIn shows relatively high semantic similarity scores in the dataset (0.57–0.60), meaning AI responses often mirror the meaning of the original content.

• AI citations reward relevance and consistency more than virality. Most cited posts have moderate engagement (15–25 reactions), while about 75% of cited authors post frequently (5+ posts in four weeks) and nearly half have over 2,000 followers.

• You need both Company Page content and individual thought leadership, says Semrush. For example, Perplexity cites Company Pages most often (59%), while ChatGPT Search and Google AI Mode more often cite individual creators (59%).

What type of content should you post on your LinkedIn company page, and what should ambassadors post on their LinkedIn pages?

We now have to split LinkedIn strategy into two distinct buckets:

1. What people see in the feed: they want faces, stories, and opinions. They want a point of view they can scan in seconds.

2. What LLMs see when they crawl: they want clear topics, structured explanations, and text that answers a specific question in one place. The second bucket is where company pages are suddenly more interesting to AI than they are to people.

Why does AI love "boring" company pages?

Most humans don't follow many company pages because they want connection, not corporate speak. But AI doesn't care how many likes you got.

AI cares about:

• Whether your content is clear

• Gives ans one clear topic

• Is written in straightforward language

• Is specific enough to answer a question.

Company pages often do this better than individuals. They stick to a narrow set of themes (the message house 🏡 - we have built so many for organizations!).

They publish FAQs and descriptions. They write in a way that is surprisingly easy for AI to digest. The page is your version of your truth.

The new division of labor on LinkedIn

This doesn't kill personal brands. If anything, it makes them more focused. Your team help humans understand and remember you. They create the story in the feed. Your company page helps machines understand and file you. It stores the story where it can be found later. One without the other is incomplete. You need the reach of the team members and the structure of the organization.

So how do you use LinkedIn so both people and AI find you?

You don't need to write for AI. You just need to stop writing internal updates that have no context. Here is a simple mix you can run without burning out.

For the people (Personal Profiles)

• 2–3 posts a week: short, punchy insights combined with deeper posts.

• "Here’s a framework we use."

• One deeper post every two weeks: walk through a recurring topic properly (article).

• Use plain language.

• This builds relationships and turns your team members into go-to people

• AI also finds these pieces, but your primary audiences is human

For AI (Company Page)

• 1–2 Anchor pieces per month: write like you’re answering a client who asked, How do you actually do this?

• Subheadings as questions: instead of a cute title, use How do we approach [Problem]?This mirrors how people actually type questions into AI.

• The Why this matters hook: use the first paragraph to name the situation and the problem immediately.

• No 12-line warm-ups.

If you are leading a team or a brand, try this framing: your people create the story; your company page stores it.

Don't turn your experts into full-time creators. Just be deliberate about where the information lives. The sooner you treat that page as an information storage place for your DNA, the less catching up you'll have to do when the rest wakes up.

So why?

If an AI can't find a clear, structured version of your expertise on your company page, it will simply hallucinate a version based on someone else's content.

Does your company page currently reflect your official point of view, or is it just a graveyard of job postings and holiday wishes?

👋 We're The Think Room. We find your unique DNA, fix your LinkedIn and makes sure AI mentions you. Contact our CEO Liora Kern for information, workshops and dashboards.