By Lane Ellis

How B2B Marketers Feel About AI
79 percent of U.S. B2B marketers plan to use more AI in their efforts during the next 12 months, with a leading 41 percent considering investment in AI over the next two years for personalizing the customer experience, 40 percent for content generation, and 36 percent for automated customer interactions, according to newly-published B2B AI survey data. MarketingProfs

More B2B Companies Go Big on Branding
Despite just five percent of potential B2B buyers being in the market for a solution or product at any given time, 2023 is coming in as the right time to invest in building brand preferences, as more B2B firms cast wider nets when it comes to finding new buyers, and the Association of National Advertisers takes a look. ANA

Google Announces Google Analytics 4 & AdSense Integration
Search giant Google has rolled out a new integration between its flagship Google Analytics 4 performance measurement tools and its longstanding Google AdSense program, as the company looks to lessen advertiser data discrepancies between AdSense and Universal Analytics, Google recently announced. Search Engine Journal

Where Do PR Pros See Future Use Cases for AI?
68 percent of public relations professionals have said that they would use AI for research and list-building in PR, with 54 percent expecting future AI use in monitoring and measurement, while 52 percent pointed to monitoring — three of numerous findings within newly-published survey data of interest to B2B marketers. MarketingCharts

EU lawmakers vote for tougher AI rules as draft moves to final stage
Disclosure of the specific copyrighted content used in the training of any large language models implemented in AI would need to be disclosed, among other safeguards that the European Commission is seeking, as it drafts the rules that may form forthcoming legislation, European Union lawmakers recently announced. Reuters

Adobe is so confident its Firefly generative AI won’t breach copyright that it’ll cover your legal bills
Adobe enterprise users creating content with the firm’s new Firefly creative generative AI engine will received indemnification coverage, as Adobe looks to stand behind the safety of AI content despite potential future legal challenges, and Fast Company takes a look. Fast Company

LinkedIn Tests AI Prompts For Ad Generation In ‘Campaign Manager’
Microsoft-owned LinkedIn has begun testing the optional use of generative AI from OpenAI GPT models in the process of creating advertising on the professional social platform, incorporating automated variations of ad copy, LinkedIn recently announced. MediaPost

Why We Need a New Formula for Creativity in B-to-B Advertising
With the B2B sector representing over 50 percent of the economy, as B2B brands begin utilizing more B2C-like marketing efforts, the role of creativity in B2B has risen, and LinkedIn’s (client) Peter Weinberg and Jon Lombardo take an in-depth look for Adweek. Adweek

“Though some might think b-to-b is all about technology and targeting, our …read more