AI and LinkedIn: Helping or Hurting Engagement?

Curious about how AI is changing LinkedIn? Me too! 🤖🙋🏽

With AI-generated posts up 180% and automated comments jumping by 340%, LinkedIn is feeling a little more… robotic. But what does this mean for real engagement and those authentic connections we’re all aiming for?

I’ve been digging into Richard van der Blom’s updated LinkedIn Algorithm Report (you should check it out!) and breaking down the impact AI has on reach and engagement.

𝘼𝙣𝙙 𝙝𝙚𝙧𝙚’𝙨 𝙩𝙝𝙚 𝙧𝙚𝙖𝙡 𝙞𝙣𝙨𝙞𝙜𝙝𝙩: 𝙬𝙝𝙞𝙡𝙚 𝘼𝙄 𝙘𝙖𝙣 𝙗𝙤𝙤𝙨𝙩 𝙥𝙧𝙤𝙙𝙪𝙘𝙩𝙞𝙫𝙞𝙩𝙮, 𝙞𝙩 𝙨𝙝𝙤𝙪𝙡𝙙𝙣’𝙩 𝙧𝙚𝙥𝙡𝙖𝙘𝙚 𝙩𝙝𝙚 𝙝𝙪𝙢𝙖𝙣 𝙩𝙤𝙪𝙘𝙝.

For my clients in the startup and tech space, I’m finding a balance between AI tools and genuine interaction that actually works.

In this session, we explore:

🤖 The downside of AI overuse and how it’s affecting reach

✨ Best practices for blending AI with authentic, human-centered posts

📈 Tips for driving engagement without letting AI take over

If you want to keep it real on LinkedIn while dabbling with AI, come hang out!

Let's talk about what works and what doesn’t in this AI-driven landscape.

AI on LinkedIn Is Not Going Anywhere

AI-generated content is growing on LinkedIn, and it’s impacting how we connect, engage, and build authentic relationships. From declines in genuine engagement to how dwell time on posts is shifting, this data gives us a clearer picture of what’s working—and what’s not—when AI meets LinkedIn. If you’re trying to stand out, understanding how to blend human authenticity with smart use of AI is key. 

The statistics we’ll discuss today come from Richard van der Blom’s Algorithm Insights - October Update—an essential look at what’s driving LinkedIn engagement in 2024. If you’re curious about the detailed numbers, I covered more about where this data came from in last week's session. Today, we’re taking a closer look at these insights through the lens of AI and engagement.

Alright, let’s talk about why this really matters. AI tools can be awesome for speeding up content creation, generating ideas, and even helping you organize your posts. But here’s the catch—if we lean too heavily on AI, we risk losing that personal touch that makes LinkedIn, well, LinkedIn! 

People come to this platform to connect with real humans, not polished, robotic responses or posts that feel like they could’ve come from anyone. The power of LinkedIn has always been in the relationships we build, and AI doesn’t have that instinctive understanding of nuance, empathy, or humor that makes those connections stick.

It’s all about keeping that authenticity alive while using AI as a helpful sidekick, not the main act. Think of it this way: AI can help you get the bones of a post together, but it’s your voice and perspective that bring it to life. I'll show you some easy ways to blend AI-driven content with genuine engagement, so you’re not sacrificing connection for convenience.

After all, we want people to engage because they feel seen and heard—not because a chatbot “liked” their comment or sent them a generic message. So let’s get into how to use AI to support your LinkedIn strategy without losing that all-important human touch!

Is AI Being Overused on LinkedIn? 

Can you spot the AI-heavy posts? We all know that AI is being overused, especially when it comes to keeping engagement authentic. I have seen the AI-generated posts flood LinkedIn -- I’m sure you have, too -- up a whopping 180%! 

There's this noticeable “disconnect” happening. People can sense when a post or comment doesn’t quite have that human spark, and, as a result, they’re less inclined to interact with it. 

AI can make life easier, sure, but too much of it starts to chip away at that personal touch we’re all looking for on LinkedIn.

Then there’s the AI commenting trend, which has jumped by 340%. Rather than encouraging deeper conversations, a lot of these auto-generated comments feel, well, flat. LinkedIn’s algorithm is smart and knows when people aren’t fully engaging, so it’s adjusting accordingly. 

You will also risk getting locked out of your LinkedIn account if you’re hooking up these tools to your profile, even if you DO pay LinkedIn the hefty $80/month fee for Sales Navigator. 

The lesson here? Thoughtful, human comments are way more powerful than the quick AI-generated replies if you’re trying to get real engagement.

And let’s talk about “dwell time” – LinkedIn’s measure of how long people actually stick with your post. Dwell time has been declining for a few years now, and AI-driven content isn’t helping. Posts that feel robotic or overly polished just don’t hold attention the same way personal insights or real stories do. 

So, while AI can help streamline content, overuse can lead to quicker scrolls and lower reach. It’s also allowing more people who would not pump out that volume of posts a year or two ago to brag about posting every weekday. Good thing? Not if it’s GIGO (garbage in, garbage out.)

AI-Assisted versus AI-Generated Content

When it comes to finding that sweet spot between AI-assisted and fully AI-generated content, it’s all about using the tools to support your message without letting them overshadow your voice. 

AI can be an incredible resource for brainstorming, organizing ideas, or even suggesting a few phrases to get you started. But at the end of the day, your audience is looking for you—your insights, your experiences, and your unique perspective. If we let AI do all the talking, we run the risk of sounding like every other automated post out there.

One key best practice? Blend AI with the human touch. Think of AI as your assistant, not your stand-in. For example, you can use AI to help structure a post or polish up a few lines, but make sure the final content sounds like something you’d actually say. 

The difference might be subtle, but people can feel the authenticity. Remember, LinkedIn is all about building connections, and genuine interactions will always win over a polished, automated response.

And engagement? That’s where the human factor really shines. AI might help with initial outreach or a quick response here and there, but nothing beats a thoughtful reply to someone’s comment. 

Set aside time to genuinely engage with your connections—it’s those little interactions that deepen relationships. And if you’re posting video, keep it short and vertical! Or do LinkedIn Livestreams if you like deep-diving, like I do, with your content. You can always turn these long-form videos into short vertical videos.

With LinkedIn’s mobile video feed, quick, mobile-friendly clips are performing incredibly well from personal profiles… though I’m not seeing that same uptick in engagement from company pages posting these videos. A short video with a human touch (please avoid all the B-roll!!) can grab attention and boost engagement in a way that AI-generated content alone simply can’t replicate.

6 Ways to Embrace Our Humanity & Adapt to the AI Era

Alright, so here’s the deal—AI on LinkedIn isn’t all good or all bad. It’s about finding that sweet spot where AI helps make things easier without losing the genuine human connection that LinkedIn is all about. I’m testing these ideas out myself and seeing what sticks, so let’s talk about how we can embrace AI without it taking over.

1. Stay Curious and Keep Learning

AI is moving fast, and keeping up with it means experimenting and staying open-minded. I’m constantly trying out new tools and seeing what works, but I’m also watching to see what doesn’t quite fit. Staying curious and flexible is key—just like those early internet days when everyone was figuring things out on the fly.

2. Blend AI with Human Touch

Rather than having AI do everything, I like to see it as an extra set of hands. AI can spot trends, give content ideas, and even analyze what’s getting engagement, but adding that human spin is what makes it real. Think of it like a partnership—AI handles the data, and we bring the personality. It’s like using SEO or social media tools; they’re helpful, but it’s the human part that makes it resonate.

3. Stay Real About How We’re Using AI

Let’s be honest about where AI fits into our content. If I’m using AI to brainstorm or streamline things -- I do, by the way -- and, I don’t tell clients otherwise. People want transparency, especially on LinkedIn, where trust matters. I’m all for using AI, but the goal is to stay genuine—no one wants a feed that feels overly polished or disconnected.

4. Learn Enough to Play Around with AI

You don’t need to be a tech wizard to benefit from AI, but having some basic understanding helps. Knowing what AI is capable of and where it falls short means we can experiment confidently without expecting miracles. I’m figuring this out as I go, and learning the ropes has been fun and eye-opening.

5. Find What Works for Your Niche

AI isn’t a one-size-fits-all solution. I’ve seen some cool uses in different industries, and it’s about finding those unique ways that add value to what you’re already doing. So if you’re in marketing, maybe it’s analyzing campaign data. If you’re in tech, AI could help with research or project insights. For me, it’s about picking the tools that make sense and testing them in real-time.

I like using it to help me come up with social media campaigns when I feel like I’m staring at a blank calendar in HubSpot and wondering what would be the best approach for a specific event. 

6. Get Ready for Rapid Change

Just like with LinkedIn’s algorithm updates, AI is going to keep evolving, and we need to stay flexible. I’m trying to keep an open mind and play around with what’s new. It’s not about getting everything perfect but about being willing to pivot when something fresh comes along. The key is to stay curious, keep testing, and be ready to switch gears along the way.

So, as we dip our toes into the AI waters, remember it’s a balance. AI can give us efficiency, insights, and inspiration, but it’s our human touch that keeps LinkedIn authentic and engaging. Let’s keep experimenting and find what really works for us.

Are you using AI at all in your content strategy? What works or doesn’t for you? I’d love to hear your thoughts about AI in the comments -- whether you feel optimistic about the future of AI or feel like it’s completely screwing up our LinkedIn feeds. Do share!

I would usually plug a lead magnet of some sort right here, but I am in the process of updating my resources and don’t want to send you anything outdated. If you want to join my email list, you can do so here. 

Until next time, keep those connections real and those conversations meaningful.

I’ll see you all next week on Mondays with Mindi!