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

Are B2B buyers reviewing AI products?

Only 28% of B2B buyers are reviewing AI products with AI boards or steering committees. EMARKETER unpacks research that found it’s the least common internal review method, and an important one given that 80% of global B2B buyers in the tech industry now use genAI as much as traditional search when researching vendors. Get all the numbers.

Taking inspiration from Asia’s evolving practices

Whether it’s the way B2B marketers in China are using messaging apps or those in Japan are digitizing business card data, MarTech unpacks what’s happening in B2B marketing across Asian markets. Alongside the key takeaways, it unpacks wider themes that include privacy and sustainability.

Resetting the brand and demand balance

With the B2B sector facing challenges that are impacting performance and brand-building, The Drum looks at why the balance between brand and demand needs to be reset. It talks about why feeling and favourability are the two most powerful predictors of purchase intent and how brand strength accelerates awareness.

The importance of building and protecting trust

Crunchbase discusses how, with AI moving beyond simply disrupting the world to rewiring it, focusing on trust has become paramount. “At its best, sales isn’t about pushing products,” it says. “It’s about helping people find a better way forward. We just need to be intentional about how we use AI; not as a replacement for humans, but as a way to give them more room to do what matters.”

Ready to build trust into your marketing strategy?

You should want to create content that instills trust, but putting it into practice is easier said than done. Our B2B experts are here to make it happen. Start a conversation today.