LinkedIn Deploys AI And Games To Compete with Meta and TikTok

Microsoft Corp MSFT LinkedIn is deploying artificial intelligence to offer career advice and has introduced games to the platform, aiming to attract users more frequently and stimulate growth in the competitive social media landscape.

LinkedIn has recently rolled out daily puzzles and AI features to craft articles that provide worker guidance, the Financial Times reports.

The platform, traditionally a professional development tool, sees less frequent logins than entertainment-focused networks like Meta Platforms Inc’s META Facebook and TikTok.

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Editor-in-chief Daniel Roth told the Financial Times that the goal is to build a daily habit among users.

LinkedIn reported a record engagement of 1.5 million content interactions per minute in June. Analytics firm Similarweb noted that visits to LinkedIn, which reached 1.8 billion last month, have increased recently, but growth has slowed since early 2024. Year-on-year growth of site visits was just 5% in June, down from the higher rates of 2021 and 2022.

Media analyst Kelsey Chickering from Forrester told the Financial Times that LinkedIn might need to make the platform ‘stickier’ to sustain growth.

In an effort to engage users more, LinkedIn has started implementing algorithmically driven feeds similar to platforms like X, TikTok, and Instagram.

In March, LinkedIn announced that its Premium subscription grew by 25% year over year, reaching $1.7 billion in revenue, thanks to its AI features.

LinkedIn’s annual revenue reached over $13.8 billion in fiscal 2022, up from $10.3 billion in fiscal 2021, as per SignHouse.

Price Action: MSFT shares were trading higher by 0.70% at $440.15 premarket at the last check on Monday.

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Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.

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