The Content Marketing Institute’s 2026 B2B report surveyed just over a thousand marketers and asked where the money is going. Sixty-one percent plan to raise overall spend. The top three priorities came back as AI-powered marketing tools at 45%, events and experiential at 33%, and owned media at 32%. Read those first two together. The same budget, in the same year, from the same people, is buying industrial content generation and buying rooms with chairs in them.