LinkedIn is experimenting with yet another way to inject generative AI into its systems, this time with copy suggestions in the Campaign Manager, which can assist in coming up with more effective wording of your LinkedIn ads.
LinkedIn's new generative AI option for ad creation will 'use your company page, campaign insights and the power of AI' to give you several variations of ad copy and headline with which to guide your ad-creation process. The different suggestions that the AI system of LinkedIn – powered by OpenAI, via its partner, Microsoft – comes up with for the ad are at the bottom left; thus, you can make other approaches based on what the AI system thinks might work best.

According to LinkedIn, it will consider a range of factors including your ad objective, the targeting criteria you're applying and the audience that you are looking to reach, to refine the copy suggestions that, ideally, will make it easier to come up with more effective, engaging wording for your LinkedIn campaigns.

While it also somewhat feels like LinkedIn is getting a little too robotic. The company is now embedding AI-generated profile summaries, AI-assisted job descriptions, its in-development AI post creation prompts, an AI InMail assistant, and generative AI messages for job candidates within its Recruiter platform.

That's a lot, and it does seem like, increasingly, LinkedIn is going to be hosting a lot of bot-generated content, engaging with other bot responders in the app. Given the scale of AI integrations, that almost seems inevitable, and considering that LinkedIn is a platform for showcasing personal expertise and capability, that also seems like it could be problematic, presenting a skewed view of who people actually are, and their professional capabilities, in the app.

For instance, of all the social platforms out there, LinkedIn would be the worst place for misunderstanding because the hiring managers are making calls on candidates based on their activities on LinkedIn.

Over time, the amount of AI-generated content will gain so much that one could get to a point of mistrusting the app, and that doesn't seem so ideal for a platform reliant upon representing professional credibility.

Still, according to LinkedIn's internal metrics, 56% of professionals are eager to use generative AI to 'generate more content in less time'.

That said, this is one of the broader trends where LinkedIn is capitalizing on an opportunity – again, these additions will result in a lot of AI-generated content coming into its system.

A lot.
The company said that LinkedIn will begin testing its new generative AI features in Campaign Manager with a small group of customers in North America, before it rolls out to more regions in the coming months.