Welcome to What We're Reading, a weekly rundown of news stories, marketing columns, and B2B industry news that caught our eye.

The reality of gen AI investment

It may seem like AI is still top of mind for B2B marketers, but the reality is a little different. According to new research from the LinkedIn B2B Institute, only 32% of B2B organizations have actually purchased a gen AI solution in the past three months, and even less (22%) in the last six to 12 months. Check out the full report created in partnership with The Ehrenberg-Bass Institute.

Tips for driving the downturn

With all the uncertainty currently happening across the globe, Demand Gen Report offers advice on how B2B marketers can navigate economic challenges. It talks about the impact of data, the role of content, and having the right tech tools.

Should Google get your best content?

Following Google’s I/O 2025 conference, Content Marketing Institute asks whether marketers should continue creating their best content with Google in mind. With SEO and content marketing now having different incentives, it talks about taking Google off the marketing pedestal and instead treating the platform “as a distribution channel, not the Holy Grail.”

The impact of CTV ads

Last year, LinkedIn launched its beta test into the CTV ad buying space. Now that those ad formats are live and available across North America, AdExchanger unpacks the process, impact, and what happens to the ad once it’s live.

Still trying to navigate AI?

Check out our guide on how B2B marketers can build AI literacy.