AI isn’t just changing how buyers find solutions. It’s influencing what they trust and what they skip.
I contributed to this new TrustRadius report on B2B buying in the age of AI (link in the comments). The data is clear that trust starts long before your first touchpoint.
Buyers are doing their own research. They rely on peers, communities, and now AI to form opinions. Vendor content is often scanned but not believed.
The report includes insights from operators and experts across go-to-market, growth, and brand. It covers what’s working, what’s not, and where teams are shifting strategies.
There’s also new data on AI Overviews, changing search behavior, and the sources buyers actually trust.
The quote I shared is included, along with a snapshot I created that highlights key takeaways.
If you work in go-to-market, this research brings helpful language and data to trends you may already be navigating. Curious if this reflects what you’re seeing too.
