Artificial intelligence is reshaping how content is created and consumed, but B2B marketers in India are placing stronger emphasis on authenticity and trust.
As AI transforms content creation, B2B marketers in India are betting on trusted human voices to build credibility and drive conversations. (Source: freepik)
According to new research from LinkedIn, 84% of B2B marketing leaders in India say that as AI floods the internet with content, real voices matter more than ever.
The findings highlight that 82% of B2B marketers in India believe buyers still rely on their networks when vetting brands. Millennials and Gen Z, who now make up 71% of B2B buyers, are driving this change in expectations. In fact, 83% of 18–24 year olds in India say that “even as AI becomes more advanced, there's still no substitute for the intuition and insights they get from trusted colleagues.”
Marketers are responding by investing in community-driven content, with 86% saying they are increasing such efforts to build trust. The survey also found that 87% of leaders view trusted creators as essential to earning credibility with younger buyers. Additionally, 88% said their most effective brand moments come from sparking conversations, not just sharing content.
Sachin Sharma, Head, LinkedIn Marketing Solutions, India, says, “AI is reshaping how brands connect with buyers. Younger audiences, in particular, want authenticity and relatability, and B2B marketers know that trust comes from real voices people can identify with. To cut through the noise, they are turning to video for deeper engagement. With BrandLink’s rollout in India, LinkedIn is helping brands work with credible voices to deliver impactful storytelling in formats preferred by target audiences. Ultimately, as AI scales content creation, brands that pair technology with human expertise will win attention and trust in the long run.”
Melissa Arnoldi, Executive Vice President and General Manager of AT&T Business, says, “AT&T Business is committed to connecting small business owners with the fast, secure, reliable service they depend on to succeed. We’re proud to help unlock new possibilities and fuel growth as the presenting sponsor of the debut season of Small Business Builders, as part of Shows by LinkedIn. Just as our small business customers inspire us with their passion and commitment, we want to inspire entrepreneurs through this series that celebrates the resilience and innovation of the small business community. LinkedIn is the ideal platform to do this.”
The study also suggests AI could help smaller players compete, with 86% believing it will allow emerging brands to “punch above their weight,” while 81% predict it will fuel the rise of new breakout brands.
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