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OpenAI hints at open source, Google’s AI search expands, Meta boosts ad automation, and LinkedIn changes data sharing. What marketers need to know this week.
Every week, I look at what’s new in AI — not the headlines, but the shifts that actually matter if you’re in B2B marketing. Here’s what stood out this time around.
OpenAI just raised another $40 billion, pushing its valuation to $300 billion. That’s big — but the more interesting move is that they’re planning to open source one of their language models. If that happens, it could give marketers a chance to:
We’re not there yet. But the signal is clear: flexibility and control might be coming back.
They’ve also upgraded image generation inside ChatGPT. No more “DALL·E” branding — it’s just images now. The quality is noticeably better:
You can sketch out campaign visuals or draft landing pages in minutes. Just be smart about it. The lines around IP and ethics are still fuzzy.
Google is rolling out its AI overviews (powered by Gemini) across Europe. These answer boxes are starting to appear even for users who haven’t opted in.
That means:
In Benjamin’s words: “It puts more pressure on content to be clear, factual, and genuinely useful. Not just optimized for keywords.” If your strategy still relies on rankings alone, it might be time to adjust.
Meta is testing a chatbot for Facebook and Instagram pages that can answer questions using your brand content. It’s not just customer service — it’s lead gen:
If someone clicks your ad and has a quick question, AI can close the gap before they bounce.
Their Advantage+ tools are now using AI to:
Their internal test showed a 22% lift in ROAS compared to traditional campaigns. The takeaway? You don’t have to hand over the wheel, but it’s getting harder to outperform the machine manually.
Adobe’s GenStudio now integrates directly with LinkedIn Ads. That means you can generate on-brand creatives, visuals, and copy — fast — and tailor them by industry, role, or region. Not a replacement for creative thinking, but a solid option for high-volume campaign production.
There’s a new setting buried in LinkedIn’s preferences: data for generative AI improvements. It’s turned on by default, and it allows LinkedIn to use your posts to train its AI features.
That includes company pages, too. If you’re posting proprietary content, it’s worth checking.
A Gartner study shows that many marketing teams still haven’t adopted generative AI in a structured way. Reasons vary:
Benjamin’s advice was simple: “Try using AI to draft blog intros, repurpose content, or analyze campaign data. Even light use can give you the edge.”
Bottom Line
AI is not about flashy tools. It’s about saving time and making better decisions. If you’re in marketing and you’re still on the fence — now’s the time to run small experiments. Don’t wait for a playbook. Start with what’s right in front of you.
If you found any of this useful, feel free to pass it on. And if you’re testing anything interesting with AI and marketing, I’d love to hear what’s working for you.
Benjamin Ard is the Co-founder and CEO of Masset, a company that makes sales enablement both easy to use and available to the entire company. He is also the host of the Content Amplified podcast, which has produced over 260 episodes dedicated to helping businesses maximize their content strategies. With a deep passion for storytelling, Benjamin leverages his expertise in marketing and technology to help organizations create impactful, engaging content.
Beyond his professional endeavors, Benjamin is a devoted husband and father of four boys. He is a strong advocate for empowering teams through better communication and sales enablement, and he takes pride in supporting businesses and professionals in their growth journeys.
(Transcript is AI generated, we apologize for any errors)
Benjamin Ard (00:00)
Every week I go through what's new in AI, specifically the stuff that actually matters for B2B marketers. Here's what stood out this week.
OpenAI is now valued at $300 billion. They just raised $40 billion, which is a lot. Enough to keep building fast, buying GPUs and pulling further ahead.
But the more interesting part is they're planning to open source one of their language models. First time they've done it in a while. If you're in B2B marketing, that could eventually mean more flexibility. Maybe even the ability to run a smaller, decent model on your own infrastructure. No API costs, no sending sensitive data to a third party. That means more control. We're not there yet, but it's a signal of where things might be heading.
Number two, chat GPT's image generation just got a ton better. This has been something I have loved playing with. They've upgraded the image generator inside of chat GPT.
It's no longer called Dolly, it's just images in chat GPT now, and it's powered by the new model, chat GPT The
quality is noticeably better. It understands prompts more accurately. It can finally handle text inside images actual usable mockups, and it's a lot faster. They also removed a bunch of now generate images of public figures, branded content, and other things that used to be blocked. This opens up some interesting possibilities.
You can sketch out visuals for a campaign idea, mock up a landing page explore different visual angles before sending anything to design. With that said, just because you can generate something doesn't mean you should. Be smart. There are still legal and ethical lines to think about. Number three, Google's AI answers are rolling out across Europe.
Google is expanding its AI overviews, those little answer boxes powered by Gemini, into nine more countries in Europe. They're starting to show up at the top of the search results, even without users opting into the Search Labs experiment. This matters because the way people find information, it's changing. If your content is well structured and trusted, it might show up in those AI summaries. But if the summary already answers their question, they might never click through to your website.
That's a shift that you have to account for. It puts more pressure on content to be clear, factual, and genuinely useful. Not just optimized for keywords, it also means we're entering an era of the AI search engine, whether or not we call it that. Number four, Meta is rolling out something called Business AI. Basically, it's a chat bot that sits on your Facebook or Instagram page
and answers questions on your behalf. It's trained on your brand content and it can respond via text or soon voice. Right now it's being tested and they're not charging for it. The simple idea, someone sees your ad or post, has a question and gets an answer from your AI instantly. This is useful for two reasons. One, it makes social ads more interactive, like having a live rep, but automated.
Two, it opens up some low effort lead gen opportunities. If someone's already interested and just needs a bit more info, this kind of interaction could close the gap faster than a form fill ever could. Number five, Meta's ad tools are getting more hands off, but more powerful. They also announced upgrades to their Advantage Plus ad tools, which are powered by their internal AI models. You can now feed the system a mix of influencer content, product images, and branding.
and I'll test different combinations to find out what works best.
They're even starting to generate ad creatives using AI, like background images or simulated product shots and different body types. In one internal study, they said these AI-driven ads saw around a 22 % higher ROAS than other standard campaigns. It's worth paying attention to, not because you should hand everything over to the algorithm, but because it's getting harder to beat the algorithm manually. At some point in time, fighting the machine might not be the best use of your time.
Number six, LinkedIn are teaming up on AI-generated content. At the Adobe Summit this week, they announced a deeper integration between Adobe's GenStudio and LinkedIn ads. basically means you can generate LinkedIn-ready creative ads, emails, visuals using generative AI while staying on brand. This is useful if you're running campaigns with lots of variations. Think targeting different industries, regions, or job titles.
AI can take your base idea and spin it into multiple versions, all within the same brand framework. It's not going to replace a good creative team, but it can take care of the repetitive production and free up your team to focus on ideas that actually move the needle. Number seven, LinkedIn quietly added a new data sharing setting. If you go into your LinkedIn settings, there's a new toggle.
data for generative AI improvements. It's turned on by default. It means that AI can use your posts and actively help train its own AI features, like suggested content or automated replies. That might be fine for you, but if you're managing a company page or posting a lot of proprietary content, it's worth checking. The setting applies to both personal and company level content. Just something you should be aware of.
And finally, number eight, a lot of marketers still haven't adopted AI. A new Gartner study came out showing that many marketing teams still aren't using generative AI, at least not in a structured way. The reasons vary, a lack of time, a lack of skill, or just not knowing where to start.
If that's you, you're not behind yet. But this is a good time to start to run a few small experiments. Try using AI to draft some blog intros or repurpose content into different formats or analyze campaign data. Do something with AI. Even light use can give you the edge. Not because it's flashy, but because it saves time and lets your team focus on the work that matters the most.
the AI news that every marketer needs to know.
If any of this was useful, feel free to subscribe or share it with someone who's trying to keep up with this stuff too. I'll be back next week with another rundown. thanks for hanging out and if you're experimenting with anything cool in AI and marketing, I'd love to hear what you're working on. Connect with me. Until next time, we'll see you later.
