On the heels of announcing several new ad formats and allowing members to direct message brands,
LinkedIn has announced a new generative AI option for ad creation that provides marketers with automated variations of ad copy and headlines.
According to the company, LinkedIn's AI-generated copy
suggestions use advanced OpenAI GPT models (via LinkedIn's partnership with Microsoft) to leverage data from marketers' LinkedIn page and Campaign Manager settings -- including ad objectives,
targeting criteria and the desired target audience -- to help guide the ad creation process.
The new feature is based on a result from the company's B2B Marketing Benchmark -- which provides
insights on B2B trends and strategies -- that notes 56% of marketers “are keen to rely on generative AI to create more content in less time.”
LinkedIn hopes marketers will be able
to use this automated tool to increase productivity “by instantly creating relevant content” from the five headlines and ad copy recommendations marketers can edit to align to a specific
brand's voice.
The company says it is beginning to test the feature in English with a small group of customers in North America.
LinkedIn plans to “increase the functionality,
languages and availability in the coming months.”
Alongside the new feature, LinkedIn is focused on integrating more generative AI tools into its platform, including AI-generated profile
summaries, job descriptions, post-creation prompts, an InMail assistant and messages for job candidates within the company's Recruiter space.