LinkedIn recently shared insights from an internal study on what influences visibility in AI-generated search results – and the implications extend well beyond LinkedIn itself.

The findings show a clear shift: non-brand traffic is down 60%, click-through rates are falling, and up to 60% of searches in the US and EU are now zero-click. In response, LinkedIn is urging creators and brands to rethink how visibility is earned.

Its guidance is straightforward: prioritise accessible content, publish consistently, lean into authority, and understand that early visibility compounds over time. Cross-functional content, regular testing, and close attention to industry signals all matter more than ever.

Why it matters for UAE marketers: In a competitive, relationship-driven market like the UAE, being visible no longer guarantees a click. AI-driven discovery rewards brands that are recognised, referenced, and trusted. The new goal isn’t just traffic – it’s being seen, considered, and chosen.