In today's technological landscape, the focus is heavily on artificial intelligence, and LinkedIn is eager to capitalize on this trend. On Thursday, the platform unveiled a series of new AI-driven services designed to enhance user engagement and functionality.

LinkedIn is making a significant investment in AI, aiming to integrate it into user experiences on the platform. The latest features include the ability to search for jobs or potential candidates using more natural language prompts, along with generative AI tools that assist users in crafting job applications—yes, there’s even a feature that can generate entire applications and cover letters for you. Additionally, AI will help surface relevant learning materials, particularly those focused on understanding AI itself, and generative AI will facilitate quicker searches across LinkedIn to find necessary information.

There are several important points to note regarding LinkedIn's current emphasis on AI.

Firstly, this isn't LinkedIn's first foray into AI technology. The company has been incorporating AI into its products since its inception, and it could be argued that virtually every aspect of the platform is influenced by AI in some way.

“We’ve been building with AI since 2007,” said Tomer Cohen, LinkedIn's head of product, in an interview with TechCrunch this week. He pointed out that the platform's connection suggestions, often eerily accurate, are a prime example of AI in action. “We use it extensively for connecting people, as well as for security and maintaining trust within the ecosystem. It’s one of our most powerful tools.”

The significant shift that LinkedIn aims to embrace is the wave of AI-driven tools designed to assist users with human-centric tasks, a trend that has gained momentum across the tech industry.

LinkedIn has already been proactive in this domain, launching a suite of OpenAI-powered tools in October 2023. This included the introduction of reading and writing tools the following month, along with resources to aid users in writing profiles, recruitment advertisements, and company pages.

Secondly, LinkedIn faces distinct expectations compared to some of its competitors regarding the current surge of AI tools. Major social media platforms like Meta and X are grappling with varying degrees of existential challenges stemming from the rising interest in generative AI. They must consider how to respond to this shift: how can they take the lead in this space, and should they even attempt to do so? More critically, they need to ensure that this emerging trend does not sideline their businesses in the next phase of growth.

LinkedIn, as a subsidiary of Microsoft, benefits from the tech giant's substantial investment in AI, holding a 49% stake in OpenAI and pursuing its own AI initiatives. This affiliation alleviates some of the pressure on LinkedIn to innovate independently or invest heavily in new technologies, allowing the platform to focus on building and integrating tools that serve its specific needs.

However, LinkedIn still faces its own set of performance metrics and will likely explore AI to maintain its market relevance. Regulatory scrutiny is a constant concern, highlighted by a recent reprimand from European regulators regarding its ad targeting practices based on users' engagement in various LinkedIn groups.

Furthermore, it’s somewhat ironic that LinkedIn is enhancing its platform with numerous AI features aimed at reducing the manual effort required from users when creating content. After years of perception as a mix of cheesy self-promotion and awkward networking, LinkedIn has carved out a niche as a relatively calm environment for professionals compared to the chaotic algorithms of Facebook, Instagram, and the rebranding of Twitter under Elon Musk.

While LinkedIn promotes the notion of presenting an “authentic” self—evidenced by its verified profile feature, which has reached 40 million users but still represents a small portion of the overall user base—it raises questions about the true meaning of authenticity. The introduction of more AI-driven tools for crafting resumes, updating profiles, and composing letters challenges the very essence of what it means to be genuine on the platform.

Here’s a brief overview of some of the new features being rolled out:

• Job Searches and Applications: LinkedIn is introducing a new conversational approach to job searching. While this relies on available data and existing job listings, users can now use natural language prompts to find opportunities. For instance, searching for journalism jobs in London with a salary of at least £100,000 may still yield limited results regardless of the phrasing. Once jobs are identified, users can generate cover letters and introductory letters through AI, which will also review resumes and related documents.

• Learning Personalization: LinkedIn continues to emphasize its video-based learning platform, which has seen a significant increase in interest, particularly in AI-related courses. According to Tomer Cohen, traffic for these courses has surged by 160% compared to last year. The platform is enhancing its content with AI support. For Premium subscribers, LinkedIn is piloting “expert advice, powered by AI,” leveraging the insights of well-known instructors to provide personalized responses that can serve as a starting point for users.

• Enhanced Search Capabilities: LinkedIn acknowledges that search functionality has been one of the platform's most neglected areas, especially as it has expanded. The company plans to introduce a more detailed and conversational search experience, moving away from the traditional keyword-based approach that often fails to deliver comprehensive results. More information about these updates will be shared in the coming weeks.

Additionally, LinkedIn is expanding its Recruiter 2024 features, offering new tools for marketers and enhancing premium company pages tailored for small businesses.