Fortune’s “Eye on AI” newsletter | Google inks deal with AP for real-time news feed into Gemini | B2B CMOs Prioritise Brand Building

B2B CMOs Prioritise Growth and Brand Building Investment

B2B companies are more invested in long-term brand building than their B2C counterparts, according to research from Merkle. It reported that B2B Product companies expect their spending on brand building to rise by 9.5% over this year, compared to a 5.7% rise for B2C Product companies. Likewise, CMOs at B2B Services companies expected a larger brand-building spending hike (+6.2%) than their B2C Services counterparts (+4.8%).

Marketing Charts - B2B CMOs Focus on Brand Building, Growth

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Google inks deal with AP for real-time news feed into Gemini

Google has signed a deal with Associated Press to feed real-time news through its Gemini app, reports Matt O’Brien. The deal is looking to enhance the usefulness of results displayed in Gemini and is part of a long-standing relationship between the two companies, to provide accurate news to a global audience. It is also not the first AI relationship for AP, as it signed a deal with ChatGPT in 2023 to enable the app to license its archive of new stories.

AP - Google signs deal with AP to deliver up-to-date news through its Gemini AI chatbot

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How Forbes is Building Influential CMO, CIO and CEO Communities

Forbes CEO, Sherry Phillips, spoke to Press Gazette at the inaugural Forbes CMO Summit, to discuss the importance of building up niche communities and its dedicated networks for CMOs, CIOs, and CEOs. The article explores the revenue impact of its famous lists - the world’s most entrepreneurial CMOs, the top CIOs, the top CEOs. And its editorial strategy that is focused on exclusive stories and one-to-one connections – with B2B coverage catering to finance, enterprise, tech and consultancy.

Press Gazette - How Forbes makes money: Business title’s leaders explain diversification strategy

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Fortune's "Eye on AI" weekly newsletter

Fortune's "Eye on AI" is a weekly newsletter that explores the impact of AI’s rapid development on the business landscape. The newsletter examines how the advancements in algorithms, deep learning, and natural language processing are reshaping industries.? And, the opportunities and challenges posed by the rapid advance of generative AI tools. Jeremy Kahn, in London, is the newsletter’s editor, with Sage Lazzaro, in New York, contributing as a senior writer.?

Newsletter Deep Dive – Eye on AI Fortune

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LinkedIn’s guide to B2B Marketing Success

Brand trust and credibility will be top of mind for CMOs this year, according to Tom Pepper, LinkedIn’s EMEA & LATAM Senior Director. He believes B2B brands will invest more in influencer marketing, and ‘bet big’ on video to enhance ROI. Pepper also thinks CMOs and CROs will become 'change management experts’, guiding their marketing and sales teams amid changes driven by AI and shifting roles.

Marketing Tech - Tom Pepper, LinkedIn Ads: How to succeed in B2B marketing in 2025

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Brands jumping on viral trends is like marmite for consumers

40% of today’s consumers think it’s cool when brands jump on viral trends, but 33% think it’s embarrassing, according to research from Sprout Social. A further 27% only find it effective if done in the first 24-48 hours of the trend’s lifecycle. The report also highlights how consumers demand fast, personalised customer care on social media, with roughly 3 in 4 saying they’ll switch to a competitor if a brand doesn’t respond to them.

Marketing Dive - Marketing to social media users in 2025: Here’s what the numbers say