LinkedIn has become one of the top sources for AI-powered chatbots like ChatGPT, Claude and Gemini, according to new data from marketing platform Profound.

Why it matters: AI search is rewriting the rules of executive and brand visibility, raising the stakes for how leaders show up online.

Zoom in: Since November, LinkedIn’s citation frequency has doubled and it is now the No. 1 domain cited in professional search queries.

• LinkedIn posts, long-form articles and newsletters account for 35% of all LinkedIn citations within ChatGPT, while profiles are cited 14.5% of the time, according to Profound.

Zoom out: Community and creator-driven platforms like Reddit, Wikipedia and YouTube have all emerged as some of the most cited sources in AI responses precisely because they host real, conversational human insights that models latch onto when answering nuanced queries.

• Because what’s said in Reddit threads increasingly shows up in chatbot responses, brands that were once wary of the platform have ramped up their presence to manage reputation, correct misinformation and shape the narrative.