Cupid PR unpacks what’s really going on with the platform’s mysterious algorithm shifts.
Professionals across the UK are waking up to a different kind of LinkedIn this week — and not in a good way. Users are complaining that their feeds are filled with content from weeks ago, engagement is tanking, and AI-generated posts are disappearing without explanation.
According to digital PR and LinkedIn strategist Sophie Rhone, founder of Cupid PR, it’s no glitch, it’s a quiet but major shift in the algorithm.
“LinkedIn is silently punishing anything it thinks is AI-generated, but the platform’s detection isn’t perfect – and it’s catching human-written posts in the crossfire,” says Rhone. “That means valuable content is being buried while recycled engagement bait from last month dominates the feed.”
This shift is part of what many believe to be LinkedIn’s attempt to clean up the rise of low-effort content created with tools like ChatGPT, but it’s causing a crisis of visibility for real professionals using AI responsibly.
“It’s not just about reach,” Rhone continues. “This change is quietly reshaping what thought leadership looks like. If you sound too polished, you risk being penalised, so what’s the incentive to create anything original anymore?”
Cupid PR is advising clients to:
- Keep a human tone – avoid sounding robotic or overly templated
- Stop editing posts inside scheduling tools (LinkedIn may see this as bot behaviour)
- Include fresh, time-sensitive details to avoid the ‘recycled’ label
- Watch for suppression patterns, test copy formats and timestamps
The big question now? Whether this new approach will kill off automation, or make LinkedIn a less useful space for professional creativity.