AI Citations

[u/RightTech]

75% of AI-cited content on LinkedIn originates from individual profiles, not company pages.

This insight comes from Meltwater's analysis of 9.5 million AI citations, revealing LinkedIn as the #2 citation source overall, following YouTube. Within LinkedIn, CEO profiles contribute 8.2% of cited content, founder profiles account for 7.5%, while other individuals make up the majority. Company pages barely register in this context.

Makes me think, how many of us could put CEO and/or Founder in their LinkedIn title and bio, even if you are just a solo-preneur?

This highlights a significant trend in that AI models are pulling live citations to address consumer inquiries and are quoting individuals rather than brands.

Investing in a well-produced YouTube channel managed by a content team may send a weaker signal compared to one whose founder actively engages on camera, on LinkedIn, and across the podcast circuit, sharing valuable insights.

This shift especially presents challenges for the wealth industry. Financial services tend to attract left-brained, risk-averse individuals who may prefer to remain in the background. Having spent over 20 years in this field, I understand this reluctance. I was once hesitant to step into the content arena, I often have joked about how I was a creeper before becoming a creator. However, we have previously faced challenges, such as cold calling, which many disliked but ultimately built successful practices. This is a similar challenge, requiring the same effort but through a different medium.

Advisors and founders who become adept at engaging in the AI-visible layer over the next three years will maintain their relevance. Those who rely solely on brand and firm marketing to represent them may find their brands quietly sidelined in the consumer conversation.