Artificial Intelligence (AI) marketing on Linkedin

ai marketing linkedin

AI Marketing LinkedIn


Since its inception, LinkedIn has been at the forefront of AI and employs it in ways customers might not be aware of.

One of the most popular recruiting websites today is LinkedIn. Recruiters from over the world use LinkedIn every day to find and screen applicants for specific job positions.

One of the software behemoths that has pushed machine learning research and development to its boundaries is well-known for doing so: LinkedIn. LinkedIn has been continuously researching cutting-edge machine learning techniques to make artificial intelligence (AI) a first-class member of the LinkedIn experience, in addition to maintaining one of the richest datasets in the world.


How has AI evolved at LinkedIn?

Early on, data was emphasised as a significant difference for LinkedIn. The company’s core value of “members first” (clarity, consistency, and control over how member data is used) and its mission of fostering economic opportunity for every member of the global workforce were other differentiating characteristics.

As they proceeded to find new methods to incorporate AI into their products and services, LinkedIn realised the importance of ensuring that all employees were adequately trained to use AI as required in their respective professions. They created the AI Academy, an internal training programme, for that reason. It’s a programme that teaches everyone about AI at the appropriate level, from software engineers to sales teams, so they’re prepared to deal with these technologies.

One of the earliest AI efforts was People You May Know (PYMK) suggestions. In essence, this algorithm suggests to users other users they might know on the platform and helps them expand their networks. Although far more advanced, the recommendation system is still crucial to their products. PYMK first became available as a data product in 2006. It was started by people who would later be recognised as one of the computer industry’s first “data science” teams. PYMK was not referred to as an “AI” project back then because “AI” was not yet a well-known keyword.

The other significant project we started simultaneously was search ranking, a classic AI challenge because of Google’s emergence and competition in the search engine market.


How does LinkedIn use AI?

  • LinkedIn uses artificial intelligence and data analytics to enhance user and customer experiences. Members are continually exposed to it, whether they are reading beneficial stuff in their feed, getting recommendations for jobs, or getting advice on how to socialise. Recruiters, for example, can find new talent pools and gain insightful data thanks to AI. AI systems have significantly impacted both platforms and added much value.
  • LinkedIn also uses AI to help organisations overcome prejudices that prevent equality. The LinkedIn Talent Insight platform, which focuses on diversity and inclusion and is geared toward recruiters, includes several AI functions.
  • LinkedIn can monitor gender-related activity in the hiring process, giving businesses information and insights into how their job listings and InMail function. Additionally, the top search results on LinkedIn Recruiter will be reordered to be more representative.
  • Companies can track gender distribution at each stage of the hiring process, according to LinkedIn’s reporting statistics on gender in the hiring process. Additionally, they can become more knowledgeable about the entire talent ecosystem, including how skill sets change over time and how to spot talent pools. Companies can figure out how to hire from a more diverse pool by comparing their gender distribution to that of their industry counterparts.
  • Additionally, AI operates in the background to protect its users from potentially harmful content, route connections for quick site performance, and make sure that user notifications are beneficial but not bothersome.


How is AI used in the daily activities of LinkedIn?

At LinkedIn, AI promotes job opportunities to our members, arranges their feeds, ensures that the notifications they get are pertinent and helpful, and suggests LinkedIn Learning content to aid in their skill-building. Regarding LinkedIn’s enterprise offerings, AI helps salespeople uncover users interested in their products, marketers give relevant sponsored content, and recruiters identify and reach out to new talent pools. The advantages of AI at LinkedIn also operate in the background, safeguarding users from dangerous and fraudulent information and managing internet connections to provide our members with the best possible site speed.

We take our members’ safety on the platform very seriously. Acting quickly to spot and stop misuse as a social network with a clear professional goal is crucial. Artificial intelligence is unquestionably at the core of these endeavours since abuse and threats constantly change. LinkedIn has found that using machine learning to identify false profiles is helpful.

Without AI, many of their services and products would be inoperable. Without the “economic graph” they use to represent the world economy, they cannot comprehend it.

Through AI, every experience is enhanced. Let’s start with the alerts on pertinent items that our members receive. However, the feed, which classifies and rates various activities, is one of the most obvious ways our members engage with AI (posts, news, videos, articles, etc.). The algorithms must consider the numerous nuances of content recommendations and member preferences to ensure relevancy in the feed.


What impact will AI have in future?

After all, AI is just a tool, and its most significant potential lies in enhancing human intelligence and allowing people to accomplish more. LinkedIn’s AI solutions depend mainly on human input and will never be fully automated.

How we use this technology to make all of us wiser and more capable is where AI is going in the future. AI needs to be far more approachable for non-AI professionals to achieve this. The interface for artificial intelligence ought to be more point-and-click or plug-and-play. We may also witness large cloud companies enter this sector and provide solutions to lower the entrance barrier for AI. Human inventiveness can be liberated to generate fascinating and compelling use cases once AI is application-driven.

All aspects of AI technologies—from algorithmic and mathematical innovations to hardware and AI systems—are incredibly fascinating in that environment. Please consider the creativity researchers use in their quest to make deep neural nets converge. In the AI landscape, treasures seem to be tucked away behind every bush or beneath every rock.


Final words

LinkedIn has been at the forefront of AI for many years and employs it in various ways that consumers are unaware of. We have seen in this article how AI is used in LinkedIn in everyday tasks, how global data regulations affect the company and some unique insight into the shifting work landscape and job roles related to AI.


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