India Leads on AI Optimism, Learning and Founder Growth: LinkedIn’s Nicole Leverich

India’s growing optimism around artificial intelligence, strong appetite for learning and expanding entrepreneurial culture are making the country an increasingly distinctive market for LinkedIn. According to Nicole Leverich, Chief Communications Officer at LinkedIn, these trends are also providing insights into how professional communication is evolving globally.

Speaking to afaqs! during her India visit for the opening of LinkedIn’s new Bengaluru office, Leverich said that optimism around AI is particularly strong in India compared with other markets, where concerns around job displacement are more pronounced.

India’s AI Opportunity

The optimism is reflected in how Indian professionals use LinkedIn. India consumes 50% more learning content on LinkedIn than any other market, while the number of people adding “founder” to their LinkedIn profiles has increased 104% in India, compared with 60% globally. Video is also gaining traction, with content shared in video format growing 60% year-on-year in India.

For LinkedIn, these trends extend beyond usage statistics. They are influencing how the platform communicates with its members and approaches the future of professional communication.

Leverich noted that AI communications need to be adapted according to market sentiment. In markets where there is greater fear and scepticism around AI, messaging may need to focus more carefully on concerns around the technology. India, however, allows LinkedIn to place greater emphasis on opportunity.

With professionals actively looking to understand AI and develop new skills, communications can focus on practical questions around how people can use AI, which skills they should develop and how they can remain relevant as workplaces evolve.

Growing Founder Culture

The rise in the number of professionals identifying as founders is another trend shaping LinkedIn’s ecosystem in India.

According to Leverich, founders have specific information requirements and are often looking for practical insights that can help them address immediate business challenges rather than abstract advice.

This is contributing to a broader evolution in how people use LinkedIn. The platform is increasingly being used not only for jobs and networking, but also for learning, hiring, business building, advice and professional connections.

Balancing Global Consistency With Local Relevance

With more than 1.3 billion members across over 200 countries, LinkedIn faces the challenge of maintaining a consistent global identity while ensuring its communication remains relevant to individual markets.

Leverich describes the company’s approach through a “70/30 rule.” Around 70% of LinkedIn’s communication remains globally consistent, covering its products, core messaging and objectives. The remaining 30% is adapted to the specific market.

“The 30% is how we communicate around it, and that is very specific to the market,” she said.

India provides several examples of this localisation. The newly opened Bengaluru office features an “In” at its entrance incorporating Indian artwork and design.

Language is another area where local dynamics matter. Although LinkedIn offers multiple language options in India, English remains dominant, particularly among professionals in Tier 2 and Tier 3 cities seeking to participate in the wider global professional community.

The Rise of the Authentic Executive

The changing content environment is also influencing corporate communications. As AI makes it easier to produce polished content at scale, Leverich believes that individual voices are becoming increasingly valuable.

“People don’t want to hear from an anonymous corporate statement. They want to hear from the person making the decision,” she said.

This has contributed to the growing role of CEOs and founders as communicators. Rather than simply announcing business achievements, executives are increasingly expected to share the thinking, challenges and experiences behind those achievements.

For communicators, this means executives can become ongoing sources of expertise, perspective and conversation rather than simply the face of corporate announcements.

Creators Expand Their Influence

Professional creators are playing a growing role in this changing communications landscape.

Leverich compares today’s creators with the technology bloggers who emerged earlier in her career. While communicators once focused on identifying influential bloggers and understanding their audiences, creators now provide access to highly specific professional communities.

According to Leverich, these creators can offer brands credibility because their audiences actively choose to follow and engage with them.

The opportunity, therefore, is not simply to provide products to creators in the hope of gaining exposure. Instead, brands need to identify relevant creators and develop genuine relationships with them.

This is increasingly bringing together areas such as corporate communications, executive communications, employee advocacy and creator marketing.

AI Will Change Skills, Not Storytelling

Leverich has spent around 25 years in communications and has witnessed several major changes in the industry, from press releases to blogs and then social media.

She believes AI represents another significant shift, but not one that will eliminate the communications function.

“The skills a communications professional needs five years from now may be 70% different from the skills they need today. What doesn’t change is storytelling,” she said.

For communications professionals, adapting to AI will therefore involve developing new capabilities while retaining the fundamental ability to tell compelling stories.

Finding Humanity in a World of Perfect Content

As AI-generated content becomes increasingly polished, Leverich believes authenticity and imperfection may become more valuable.

She pointed to an example from a well-known podcaster who found that deliberately introducing small imperfections, such as a typo or an extra space, into LinkedIn posts resulted in higher engagement.

The underlying idea is that imperfections can make content feel more human at a time when audiences are increasingly exposed to polished, AI-generated material.

“AI is beautiful, polished and perfect,” Leverich said.

Trust as a Long-Term Commitment

The growing importance of authentic communication is closely linked to the broader issue of trust.

Leverich believes companies need to build trust through transparency and consistency. She cited a definition from a former LinkedIn CEO that has remained influential for her: “Trust is consistency over time.”

LinkedIn’s verification feature is one way the platform is working to provide members with greater confidence about who they are communicating with. However, Leverich sees technology as only part of the solution.

The broader shift is towards individuals taking greater responsibility for the messages they share. This is why she believes CEOs and communications professionals need to communicate directly and consistently with their audiences.

As professional communication continues to evolve, Leverich’s advice to professionals remains straightforward: learn, adapt and continue growing.