Ascension Day break and what we're watching, reading and listening to

The Zooma office will be closed this Thursday and Friday (May 29–30) for the Ascension Day weekend. But before we unplug, we'd love to share something more personal.

Watch

The introduction of 'io' by Sam Altman and Jony Ive
The introduction presents a bold new vision for the future of personal computing. Blending AI, hardware, and intuitive design, it's being described as a potential iPhone-level breakthrough. 'This could potentially be the biggest product since the iPhone,' says Stellan.

A real pain (2024)
A moving and sharply written film about family, grief, and the awkward beauty of reconnection. (Recommended by Marko)

Listen

Mästerverken
This is a podcast by Sveriges Radio about classical music, history, and beautiful storytelling. Ingrid calls it 'a history lesson wrapped in great music'.

44 harsh truths about human nature - Naval Ravikant
An honest and eye-opening dialogue about the patterns that shape our decisions, relationships, and purpose. (Recommended by Marko)

The diary of a CEO dopamine expert, Dr Anna Lembke
A discussion on how dopamine drives our habits, addictions, and daily decisions and what we can do to regain balance. (Recommended by Marko)

Club random podcast
Unfiltered and spontaneous conversations with unexpected guests. Offbeat, entertaining, and always a little unpredictable. Marko recommends picking any episode and just diving in.
Watch on YouTube

Read

Tomorrow, and Tomorrow, and Tomorrow by Gabrielle Zevin
It is a beautifully written story about friendship, creativity, and the emotional complexity of building something meaningful together, set in the world of video game design. 'Interesting story and a glimpse of a creative world,' says Ingrid.

Wrong Place Wrong Time by Gillian McAllister
'Makes you think of a lot of things that could have happened differently,' Ingrid notes.

Shoe Dog by Phil Knight
The Nike founder's memoir. (Marko's pick)

Insights

For those who enjoy diving into B2B trends, AI insights, and digital behaviour shifts, here are some of Anders' top reads lately:

1. How people are really using gen AI in 2025 – Harvard Business review

In 2025, generative AI use has evolved significantly, with a noticeable shift from technical tasks to emotive and self-developmental applications. Based on an analysis of 100 real-world use cases from forums like Reddit and Quora, the top uses reflect growing reliance on AI for therapy, organising life, finding purpose, and enhanced learning.

Top Trends:

• Therapy and companionship are now the #1 use case, especially in regions lacking access to mental healthcare.

• New high-ranking use cases include 'Organising my life' (#2) and 'Finding purpose' (#3), revealing AI's role in personal growth and day-to-day support.

• Users frequently turn to AI for emotional support, productivity boosts, idea generation, and help with healthier living.

• The dominant theme is now personal and professional support (31% of use cases), overtaking technical assistance.

• Other applications include writing appeals, building travel itineraries, parenting help, and sparking creativity.

Emerging use behaviours:

• People use Gen AI as judgment-free, always-available assistants, especially in areas where cost or stigma are barriers.

• There's rising scepticism around data privacy and political bias in AI models.

• Some users report becoming overly dependent, while others highlight how AI deepens their learning and thinking.

• Prompting skills have matured, with users leveraging AI more intentionally.

What's next?

As generative AI becomes more integrated into daily life, the next evolution may be agentic behaviour—AI taking actions on behalf of users. The takeaway? AI is becoming less about answering questions and more about supporting the human experience—emotionally, practically, and intellectually.

2. So a B2B executive downloaded some content. How close are they to a purchase?

According to NetLine's 2025 State of B2B Content Consumption and Demand Report, only 8% of B2B executives who downloaded content planned to purchase within 3 months, down from 9.4% the year before. However, 34% expected to buy within 12 months. C-level execs and owners were most likely to make quick decisions, while senior employees and consultants were least likely.

Content format matters: Guides, live webinars, and best practices were linked to short-term intent, while playbooks were often tied to 12-month decisions. eBooks dominated in popularity (53% of downloads) and effectiveness, generating 983 registrations per asset, far outperforming white papers.

The findings reflect a broader trend: B2B marketers are shifting focus to fewer, high-quality leads with clearer buying signals.

3. Did HubSpot lose 80% of blog traffic?

While viral posts claimed a massive drop, the real story is more complex and reflects broader shifts in how people find and consume content.

What happened:

1. From information to influence:
   Since 2020, HubSpot has been shifting away from pure SEO traffic goals and focusing instead on building brand influence through YouTube, podcasts, HubSpot Academy, and The Hustle.

2. The rise of AI and no-click searches:
   AI tools like ChatGPT and Google's AI Overviews reduce traditional clicks, but HubSpot's expert content is now featured within those summaries, reaching users even if they don't click.

3. Transactional search is still strong:
   While informational keyword traffic declined, searches tied to products and user actions — the ones that drive conversions — remain strong or have even increased.

What marketers can learn:

• Focus on depth rather than breadth. Specify a niche with unique expertise or data — AI can easily replicate generic content without your perspective.

• Consider the long term over mere clicks. Develop content that fosters enduring influence with both audiences and algorithms.

• Do not neglect transactional SEO. It continues to convert and is less vulnerable to disruption by AI.

The takeaway:
SEO isn't dead— it's evolving. Influence, expertise, and trust now matter more than ever.

Whatever your plans for the long weekend—rest, inspiration, or a bit of both—we hope you find something here to enjoy.