The Pulse: May 12, 2026
Navigating the dual pressures of rising costs and AI-driven workforce shifts.
What's happening in the world, how it affects your pipeline and your customers, and what to do about it before your first meeting.
hundreds
GM just laid off hundreds of IT workers, signaling a shift towards stronger AI skills within its workforce.
Oil Prices Rise as Prospects for U.S.-Iran Peace Deal Fizzle
Global oil prices are on the rise again as hopes for a peace deal between the U.S. and Iran diminish. This geopolitical tension directly impacts energy costs and supply chain stability, creating significant operational challenges for businesses relying on stable fuel prices and predictable logistics.
GM just laid off hundreds of IT workers to hire those with stronger AI skills
General Motors has announced layoffs impacting hundreds of IT workers, a strategic move to reallocate resources towards hiring individuals with advanced AI capabilities. This signals a broader industry trend where companies are aggressively restructuring their workforces to integrate AI expertise, impacting talent acquisition and internal skill development across all sectors.
OpenAI just released its answer to Claude Mythos
OpenAI has launched a new offering designed to compete directly with Claude Mythos, intensifying the rivalry in the advanced AI model space. This development means more powerful tools are becoming available, but it also forces B2B buyers to navigate a rapidly evolving and increasingly competitive AI vendor landscape.
Netflix sued by Texas AG for alleged surveillance, addictive features
Netflix is facing a lawsuit from the Texas Attorney General, alleging surveillance practices and the use of addictive features. This legal action highlights growing regulatory scrutiny over data privacy and user engagement tactics, which could set precedents for how all digital platforms, including B2B SaaS, are expected to operate and handle user data.
California county sues Meta over scam ads
A California county is suing Meta, alleging the platform is failing to curb scam advertisements. This legal challenge underscores the increasing pressure on major digital platforms to police their content more effectively, which could lead to stricter advertising policies and impact how B2B companies run their paid campaigns and manage their brand reputation online.
Where this number comes from
The stat above (hundreds) is drawn from Story 2 above. GM just laid off hundreds of IT workers, signaling a shift towards stronger AI skills within its workforce.
We're seeing a clear pattern: the dual pressures of rising operational costs and the imperative to adopt AI are forcing rapid workforce and technology shifts. Buyers are making tough decisions about where to invest and where to cut, often prioritizing AI-driven efficiency while grappling with external economic volatility. This creates both urgency and caution in their buying cycles.
Your buyers are navigating a volatile economic climate while simultaneously trying to integrate AI into their operations. Your conversations need to reflect this dual reality, focusing on how your solution mitigates risk and drives efficiency.
For prospects in manufacturing, logistics, or any energy-intensive sector, reference the rising oil prices [1] and ask how they are stress-testing their operational budgets against these input costs.
Buyers are calculating the direct impact of higher energy costs on their margins and seeking solutions that offer cost predictability or efficiency gains.
When engaging with IT or HR leaders, use the GM layoffs [2] as a conversation starter to inquire about their internal AI skill gaps and how they are addressing the need for new talent.
Decision-makers are facing the challenge of upskilling or replacing existing teams to meet AI demands, making talent and training a critical budget line item.
For prospects evaluating AI solutions, reference OpenAI's new offering [3] and ask how they are assessing competing AI models to ensure they choose the right fit for their specific use cases.
Buyers are concerned about making the wrong AI investment in a rapidly evolving market, fearing vendor lock-in or quickly outdated technology.
Buyer decision-making is shifting towards solutions that offer both immediate cost mitigation and long-term AI-driven advantage. Your marketing efforts must clearly articulate how your offering delivers on both fronts.
Adjust your paid media campaigns to target companies in sectors most affected by rising energy costs, using the oil price surge [1] as a key message point for solutions that offer operational efficiency.
Buyers are actively searching for ways to reduce variable costs and improve predictability in their supply chains.
Develop an internal enablement guide for sales, outlining how to position your solution against the backdrop of increased AI competition from OpenAI [3] and how to articulate your unique differentiators.
Sales teams need clear, concise messaging to cut through the noise and demonstrate distinct value in a crowded AI market.
Review your website's privacy policy and data handling disclosures, especially if you collect user data for personalization, in light of the Netflix lawsuit [4] and increased regulatory scrutiny.
Buyers are increasingly sensitive to data privacy and compliance; transparent practices build trust and reduce perceived risk.
Your existing customers are facing the same economic and AI-driven pressures as new prospects. Proactively address these challenges to reinforce value, identify expansion opportunities, and mitigate churn risk.
For customers in energy-intensive industries, schedule a check-in to discuss the rising oil prices [1] and explore how your solution can help them optimize operations or reduce energy-related overhead.
Customers are looking for partners who can help them navigate external economic pressures and protect their bottom line.
Identify customers who are likely undergoing workforce restructuring due to AI adoption (like GM [2]) and offer a strategic review of how your solution can support their newly skilled teams or automate tasks.
Customers are trying to maximize the value of their existing tech stack as they reallocate talent and integrate new AI capabilities.
Proactively reach out to customers using AI components in their workflows, referencing the OpenAI vs. Claude competition [3], to ensure they understand your solution's long-term AI roadmap and competitive advantage.
Customers are concerned about their AI investments becoming obsolete and want assurance that their current vendors are keeping pace with innovation.
The confluence of rising costs, AI talent shifts, and increased regulatory oversight demands a proactive and adaptive GTM strategy. Leaders must balance immediate financial pressures with long-term strategic investments.
Review your Q2 and Q3 financial forecasts against the backdrop of rising oil prices [1] and potential supply chain disruptions, using the Forecast Health Check to model different cost scenarios.
Accurate forecasting is critical when external factors threaten to impact operational costs and customer budgets.
Assess your internal AI talent strategy and hiring plans in light of GM's layoffs [2] and the broader industry shift towards AI skills. Consider using the 'What Sales Hire Do I Need' tool to identify critical gaps.
The talent market for AI expertise is highly competitive, and attracting the right skills requires a clear strategy and budget.
Conduct an internal audit of your advertising policies and data privacy practices, particularly on social platforms, given the lawsuits against Netflix [4] and Meta [5], to ensure compliance and mitigate legal risk.
Increased regulatory scrutiny and legal action against major platforms signal a need for all companies to review their own practices to avoid future penalties or reputational damage.
Evaluate your current AI GTM tool stack against the latest competitive offerings, such as OpenAI's new model [3], using the AI GTM Tools Database to ensure your teams have access to the most effective and efficient solutions.
Staying competitive in an AI-driven market requires continuous evaluation and strategic investment in cutting-edge tools that enhance GTM efficiency.
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"Given the rising oil prices and the ongoing shift in AI talent, how are you balancing the need for immediate cost control with strategic investments in AI to future-proof your operations?"
Use this in your next executive-level strategic discussion or QBR with a key account.
Based on today's stories, these are worth your time:
With buyers facing economic pressures and AI shifts, use this guide to structure discovery calls that cut through the noise and address their most pressing concerns.
Building a Cohesive Sales Strategy Framework →As market dynamics shift rapidly with rising costs and AI competition, ensure your sales strategy is robust and aligned with your overall GTM framework.
GTM Healthcheck →Given the combined pressures of rising costs, AI talent shifts, and regulatory risks, use this tool to perform a comprehensive assessment of your entire go-to-market strategy.
This week brings a mix of economic headwinds and rapid technological shifts, which can create significant pressure on teams. Remember to check in with your people. Understand their concerns about job security in an AI-driven world and acknowledge the stress that comes with navigating market volatility. Empathy goes a long way in times of change.
Keep an eye on any further announcements regarding the U.S.-Iran situation, as continued tensions will directly impact energy markets. Also, watch for more details on OpenAI's new offering and how competitors like Anthropic respond, which will shape the AI tool landscape for the coming months.
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Sources
From the expert network
Fractional Head of Sales Enablement · Enablement - Training
Vetted GTM Expert · 5–10 years years
This expert transforms chaos into clarity by building simple, repeatable systems from the ground up, providing teams with structure, visibility, and scalable momentum. They specialize in removing revenue blockers through sales enablement, developing systems for onboarding, coaching, pipeline visibility, and process that empower reps to sell confidently and make revenue consistent and predictable.