57% of B2B Content Marketers Face Challenges Creating Content; EU Decides Apple & Microsoft’s Services Should Not Be Designated as Gatekeepers; EU Votes on AI Framework

On today’s ExchangeWire digest: 57% of B2B Content Marketers Face Challenges Creating Content; EU Decides Apple & Microsoft’s Services Should Not be Designated as Gatekeepers; EU Votes on AI Framework 

Around six in ten (57%) B2B content marketers worldwide face challenges creating the right content for their audience, reports eMarketer. According to the research by Content Marketing Institute and MarketingProfs, 54% of B2B marketers also struggle to create consistent and differentiating content. With the rise in use of generative AI, 51% of marketers use the technology to brainstorm new topics, others also use it to research headlines and keywords, as well as writing drafts. 

In the legal landscape, the EU has decided Apple will not have to make iMessage interoperable with Whatsapp and other messaging services, following the bloc’s lawmakers’ conclusion that the service does not meet the bar for designation under the Digital Markets Act. With the same reasoning, the bloc also decided that Microsoft will not face stricter control on how it can operate its search engine Bing, web browser Edge, and online advertising service Microsoft Advertising in the EU. Despite the tech giants being classified as gatekeepers, the EU concluded that these services should not be designated as such. The Commission stated that it would continue to monitor developments on the market with respect to the services. 

On Tuesday, the EU also endorsed a draft legislation setting out a risk-based framework for AI regulation. The European Parliament’s civil liberties and internal market committees have voted 71-8 in favour of the legislation. The act sets rules for developers based on the power of their AI models, in combination with their purpose to apply AI. A list of prohibited uses of AI are outlined, as well as rules for high risk uses such as in the education or health sectors. However, most apps will fall outside the scope of the law, being deemed as low risk. The proposed legislation must still face another vote in the coming weeks, followed by a final endorsement. 

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