The bar just got higher on LinkedIn: here’s what that means for tech brands

According to a recent report from Entrepreneur, LinkedIn is rolling out an “AI solving AI” approach – using machine learning trained on thousands of human-annotated posts to identify content that lacks original thought, perspective, or expertise. Posts flagged as generic won’t be deleted, but their distribution will be suppressed, often limiting reach to first-degree connections only.

LinkedIn VP Laura Lorenzetti confirmed that content creation on the platform is up 14% year over year – driven largely by AI tools making it easier to publish. The problem is volume without value. The platform is drawing a clear line: AI-assisted content is fine. AI-generated content that replaces original thinking is not.

This covers three areas: generic AI-written posts, automated AI commenting tools, and attention-bait videos. Content designed to keep people watching without actually saying anything.

Tech companies have a unique problem. The temptation to use AI to generate content about AI is real and it creates a credibility trap. If your brand is positioning itself as an expert in intelligent automation, software development, or digital transformation and your LinkedIn feed reads like a chatbot wrote it, you’ve already lost the argument.

Worse, the LinkedIn algorithm is now trained to see it. A post that says “AI is transforming the way businesses operate: here’s why that matters” without a single original insight is exactly the type of content that will be depressed in the feed. It doesn’t matter if it looks polished. If it sounds like everyone else, it will be treated like everyone else.

For software companies and marketing teams, the stakes are especially high. LinkedIn is where buying decisions are researched, where credibility is built, and where long-term client relationships begin.

Here’s the flip side: as AI slop floods the feed and gets suppressed, the space for high-quality, perspective-driven content is actually growing. If your brand has genuine expertise and the discipline to communicate it clearly, the LinkedIn algorithm is now on your side.

What performs in this new environment isn’t complicated. It’s specific. It’s honest. It comes from someone with a real point of view on a real problem. A post that shares a hard-won insight from a software project, documents a real decision made on a client brief, or challenges a common assumption in your industry will outperform a hundred generic “Top 5 reasons AI matters” carousels.

This is not about writing more, but better! Tech brands need to be willing to say something that only your team, with your experience, could say.

What LinkedIn is doing is a preview of where the broader digital landscape is heading. Search engines are already prioritising original, experience-led content over optimised-but-thin articles. Audiences are getting faster at identifying content that was generated rather than considered. The brands that will win the next phase of digital marketing are not the ones who posted the most – they’re the ones who said the most useful things.

For software companies especially, this is an alignment of values and strategy. The work you do, like solving complex problems, building systems that actually work, thinking through the implications of technology decisions: is inherently interesting. The challenge is translating that into content that reflects the same rigour and specificity.