AI and the B2B feed

The interesting question about LinkedIn right now is what happens to a professional feed when writing costs nothing.

The signal problem

LinkedIn's content economy ran on a rough proxy: writing something thoughtful took effort, so effort signalled that the author had something to say. Generative tools removed the effort without supplying the something.

The visible result is a feed with more posts, more uniformity, and a recognisable house style — the same three-line paragraphs, the same rhetorical turn, the same closing question. Readers have learned to spot it, and spotting it is now a negative signal.

What that implies

The premium moves to what cannot be generated: a specific number from your own business, a story only you were in the room for, a genuine disagreement with the consensus, and a willingness to be wrong in public.

This is not a moral argument. It is the practical consequence of a commodity flooding a market: whatever remains scarce gets more valuable. On LinkedIn, first-hand experience is what remains scarce.

Video as the current asymmetry

LinkedIn is pushing video hard, and platform pushes come with favourable distribution while they last. Video is also harder to fake convincingly — a person talking is evidence a person exists.

Treat it as a window rather than a permanent state. When everyone is making it, the asymmetry closes.

The newsletter hedge

LinkedIn newsletters are genuinely useful distribution and a rented audience you cannot export. As AI-written content raises the noise floor in the feed, direct notification becomes more valuable — and so does the argument for moving your best audience to email you own. Do both, deliberately.

What is actually actionable

• Publish things only you could publish. Numbers, cases, disagreements.
• Use AI to edit and structure, not to originate a point of view.
• Take the video window while it is open.
• Move your most engaged followers to a list you own.

What trips people up

• Scaling output with generated content, and training the feed that your posts are skipped.
• Assuming the video advantage is permanent.
• Building the whole audience on rented land.

You have got this when

You can name the thing you publish that a competitor could not copy, and you are publishing it regularly.