In the rapidly evolving landscape of artificial intelligence (AI), trust has emerged as a cornerstone for B2B marketers navigating the complexities of buyer behavior and decision-making. As AI reshapes how buyers research, evaluate and select vendors, the role of trust becomes even more critical. For CMOs, VPs and other senior executives involved in go-to-market (GTM) strategies, understanding how to build and sustain trust in this AI-driven era is essential for long-term success.
Recently, B2B changemaker Katie Martell sat down with Informa TechTarget CEO Gary Nugent, for a compelling discussion exploring the intersection of trust, AI and B2B marketing. Read on for the key takeaways from Gary and Katie’s conversation.
To view the entire conversation, watch the video below:
Why trust matters more than ever in the AI era
AI has transformed the B2B buyer journey, particularly in its early stages. Buyers now rely on AI-powered tools to conduct research, compare vendors and educate themselves about potential solutions. As Gary noted, “AI is a tool that is going to augment the buying journey, and it’s going to augment how buyers research their decisions.” However, while AI accelerates information gathering, it cannot address the emotional and subjective elements of decision-making where trust plays a pivotal role.
For B2B marketers, this means that trust is no longer just a “nice-to-have” but a strategic differentiator. Brands that can establish themselves as trusted partners will stand out in a crowded marketplace where buyers are inundated with similar AI-generated recommendations. As Gary aptly put it, “Trust is earned in drops, in lost in buckets,” underscoring the importance of consistent, authentic engagement.
Key takeaways from the discussion
1. Trust is built over time, not through shortcuts
One of the most resonant themes from the discussion was the idea that trust cannot be rushed or manufactured. Gary emphasized that it cannot just be earned when buyers are in market – brands must also consistently show up in meaningful ways even when they are not actively in the market.
For marketers, this translates into a need for long-term strategies that prioritize relevance and value. Whether through thought leadership, educational content or peer-driven insights, the goal is to remain top-of-mind so that when buyers are ready to make a decision, your brand is already trusted.
2. AI enhances efficiency but doesn’t replace human connection
While AI has revolutionized the way buyers gather information, it cannot replicate the human elements of trust-building. Gary highlighted this distinction, saying, “AI will augment the buyer journey, but AI will not be the buyer journey.” He pointed out that AI excels at answering objective, left-brain questions – such as comparing product specifications – but struggles with the emotional, right-brain aspects of decision-making.
For example, AI can help a buyer shortlist vendors based on features and pricing, but it cannot answer questions like, “Will this vendor deliver on time?” or “Can I trust them to support me if something goes wrong?” These are the areas where human interaction and brand reputation play a critical role.
3. Relevance and context are key to building trust
In a world where buyers are increasingly AI-enabled, relevance and context have become non-negotiable. Gary explained, “Not only is relevance just good practice, it speaks to trust. It speaks to a brand having done their work to understand a buyer so well that they understand what’s important to them.”
This insight underscores the importance of personalized, contextually relevant marketing. Marketers should focus on creating content and experiences that align with the specific needs and challenges of their target audiences. By doing so, they can demonstrate a deep understanding of their buyers, which in turn fosters trust.
4. Leverage third-party validation to strengthen credibility
Another critical takeaway from the discussion was the role of third-party validation in building trust.
For B2B marketers, this means investing in strategies that amplify positive third-party endorsements. Whether through analyst reports, customer testimonials, or peer reviews, these external voices can significantly influence buyer perceptions and reinforce your brand’s credibility.
Preparing for 2026 and beyond
As AI continues to reshape the B2B landscape, trust will remain a vital differentiator for brands seeking to stand out. For leading organizations, the path forward involves a blend of embracing AI’s capabilities while doubling down on the human elements that build trust.
For more insights and strategies, explore how Informa TechTarget can help you navigate the evolving B2B landscape.
About the Author
Marketer Resources
