In the AI Era, 'Authenticity' and 'Human Connection' Become Core Competitive Advantages

David Roter LinkedIn interview at CES 2026 C Space Studio

▲ CES 2026 C Space Studio Interview with LinkedIn's David Roter (Sponsor: CES/IAS)

KEY MESSAGE

"As AI advances, the yearning for human connection grows alongside it."

— David Roter, LinkedIn Senior Director of Global Agency & Video Solutions

📊 Market Shift

Gen Z & Millennials account for 71% of B2B decision-making

🎬 Video Growth

LinkedIn video views up 36% YoY; Posts up 41% over 3 years

💰 Ad Market

2025 LinkedIn ad revenue projected at $8.06B (+12.4%)

🤝 Trust Factor

43% rely on networks as #1 source for work advice over AI

1. LinkedIn: From B2B Platform to Creator Economy Powerhouse

In an interview at the CES 2026 C Space Studio, David Roter, LinkedIn's Senior Director of Global Agency & Video Solutions, clarified LinkedIn's new positioning. The message: "LinkedIn is where marketing means business." This declaration signals LinkedIn's evolution beyond a simple recruiting and networking platform into one that delivers tangible business results for B2B marketers.

As interviewer James Coteki noted, while numerous platforms exist for B2C social media, LinkedIn holds a virtually unrivaled position in the B2B space. Roter emphasized, "We have this incredibly influential platform and trusted environment. When those two things come together, we can deliver real results for marketers."