This is going to become more common everywhere. If the dead internet theory isn't already true, it is going to be soon. Such "personalized" cold outreach is seen as the next holy grail by marketers and will be a common sight on LinkedIn, Twitter, Email etc, soon.
Recruiters on LinkedIn already used automation for outreach even before LLMs became popular.
Anyway, I assume that the reason they are dismantling the skills system (and their verification quizzes) and moving things into personal “projects” is because it’s too easy for marketers to skip the LinkedIn tools if it remained the way it was. Now, however, with Microsoft own LLMs trundling through our data, they’re going to maintain their monopoly on easy access to professionals that meet certain requirements.
I guess it could also be because those skill quizzes had their answers readily available all over the interwebs.