Networks the trusted source amid information overload for advisers
New global research from LinkedIn shows professionals, such as mortgage advisers, are turning to their networks as they feel overwhelmed by rising AI expectations.
Thursday, January 22nd 2026, 10:58AM
by Sally Lindsay
In the AI era, 43% of professionals say their network, the people they know, is still their number one source for advice at work, ahead of search engines, and even AI tools, while nearly 64% say colleagues help them decide faster and more confidently.
More than half, 51% of professionals say learning AI feels like another job, and there was an 82% increase in people posting on LinkedIn about feeling overwhelmed and navigating change last year.
The mounting pressure to upskill in AI is fuelling insecurity among professionals, including mortgage advisers at work — with 33% admitting they feel embarrassed by how little they understand it, and 35% saying they feel nervous talking about AI at work for fear of sounding uninformed.
Navigating change is impacting confidence and wellbeing. More than four in 10, 41%, say the current pace of AI change is taking a toll on their wellbeing.
Younger professionals feel it most: Gen Z are nearly two times more likely to exaggerate or lie about their AI skills at work, compared to Gen X.
From a mortgage advisers point of view, prospective clients are increasingly turning to their networks to vet brands and individuals.
With posts on LinkedIn up 41% over three years, more people are turning to their networks for daily guidance and insight.
They don’t solely want information from brands – they want insight from people they trust to guide their decisions. Three quarters, 75% of 18-24 year olds say that even as AI becomes more advanced, there's still no substitute for the intuition and insights they get from trusted colleagues.
To get ready for this shift, 80% of marketers surveyed say they’re increasing investment in community-driven content – tapping creators, employees, and subject matter experts to build trust.
Another 80% also say trusted creators are now essential to earning credibility with younger clients.
YOU CAN FOLLOW TMM on LinkedIn here.
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