The AI Content Reset: What B2B Marketers Must Stop and Start in 2026
As AI floods the content ecosystem, differentiation now comes from storytelling, semantic structure, and human judgment rather than volume or feature lists.
The 10 B2B marketers interviewed advise designing content around real buyer “moments of truth” instead of fixed editorial calendars.
Meanwhile, visibility in generative search — what some call GEO — requires rigorous taxonomy, structured content models, and extractable data so LLMs can parse and cite your work.
Practically, teams should prioritize AI strategy (identify implementable use cases), build custom LLMs and scalable, brand-governed AI workflows, and stop churning out generic AI fluff.
Finally, leaders stress the value of bottom-of-funnel (BOFU) content and cross-functional alignment (product, sales, CX) plus human oversight as the surefire ways to turn content into measurable revenue impact rather than noisy output.
OpenAI Says It Is Bringing Ads to ChatGPT
OpenAI will begin testing ads in ChatGPT for logged-in adults in the U.S. According to the company’s blog, it will place clearly labeled “sponsored product” or service links at the bottom of relevant conversations on the free tier and the new low-cost ChatGPT Go.
As of the latest announcement, Plus, Pro, Business, and Enterprise subscriptions will be ad-free. It also says that ads will be separated from the organic responses, won’t influence ChatGPT’s answers, and will be restricted for sensitive topics (health, mental health, politics, etc.) and to adults only.
All users will be able to dismiss ads, see why they were shown, and limit personalization. As of this writing, there are no ads in ChatGPT or a way to start buying ad space.
5 Psychology-Backed Principles for More Effective Personalization
HBR contributor Michelle Taite suggests brands pair AI’s scale with basic psychological design to get people to share the honest, in-the-moment signals that make one-to-one experiences valuable.
She argues that companies that do personalization well capture large revenue lifts — and that the next frontier is “confessional commerce,” a managed value exchange in which better, nonjudgmental interactions encourage deeper disclosure and therefore better recommendations.
Taite outlines five principles for eliciting truthful input, reducing shame, and building trust over time, and recommends pairing those principles with AI feedback loops so improved responses generate even more candid data.
At the end of the day, she says, personalization is a design challenge, not just a data problem.
B2B Conversion Rate Optimization: Strategies, Benchmarks and Examples (2026)
A new Shopify Enterprise guide lays out practical playbooks for B2B conversion-rate optimization (CRO).
For B2B sellers on the platform, it provides directional benchmarks by lead source (referral at 3.9%, email at 2.5%, direct at 2.1%, paid search at 1.7%, and organic at 1.5%).
To improve your conversion rate, Shopify recommends:
