“Ultimately, humans are in charge and can tweak campaigns [like targeting parameters],” said Shrivastava. “AI is just playing helping a role.”

Michael Ruby, founder and CCO at B2B marketing agency Park and Battery, sees LinkedIn’s latest features as potential solutions to alleviate the burdensome tasks involved in campaign setup such as data entry.

However, the true measure of its effectiveness will hinge upon how adeptly the AI can decipher multiple data points, including a brand’s prior ads and LinkedIn page performance.

“This becomes particularly crucial when a campaign setup involves a website landing page with multiple offerings,” Ruby pointed out. “The precise translation of these offerings into website clicks by the AI remains uncertain.”

Meanwhile, given that AI operates most efficiently when fed with substantial data, Ruby suggested that B2B companies should bolster their presence on LinkedIn to enhance their returns with Accelerate.

LinkedIn plans to roll out Accelerate to the Indian and Australian markets in the coming weeks, with the goal of making it accessible globally by 2024.

Despite the evolving nature of user interactions on the platform, where personal and professional conversations often overlap, LinkedIn remains a professional network, Shrivastava emphasized.