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

The continued rise of AI-powered search

A new study has revealed that 83% of companies’ sellers now prioritize AI when choosing their search tools, highlighting how rapidly AI is continuing to shape search. It also noted that 71% are already using AI in their ecommerce operations, a bump from 67% in 2025.

B2B buyers prefer a rep-free experience

The days of relying on a dedicated sales rep are gone. Instead, B2B buyers want to take things in their own hands, with a Gartner study finding that 67% prefer a rep-free experience. “B2B buyers are progressing through critical buying tasks in more autonomous ways, and sellers can’t rely on static collateral to carry influence in those moments,” says Alyssa Cruz, Senior Principal Analyst in the Gartner Sales Practice.

The importance of marketing fundamentals

Trends are useful, but they’re not going to be actionable if you don’t have the foundation to make it happen. MarketingProfs looks at five marketing fundamentals to check or reset, from paying attention to the right metrics to planning advertising with purpose.

Exploring the Reddit opportunity

As Reddit continues showing its potential as an untapped marketing opportunity, Content Marketing Institute asks marketing professionals how to make the most out of it. Expect insight around leading with education and using the platform as a place for original research.

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