AI is raising the bar, but trust still closes the deal
B2B buyers are already operating in an AI-first reality. Dentsu's Superpowers Index 2025 shows that 77% of B2B purchase journeys now use AI - across research, onboarding, and renewals. Expectations have shifted: faster, smarter, more personalized by default.
Yet the human factor still decides the outcome. For the third straight year, trust ranks as the top driver of B2B brand choice. AI sets the pace; trust closes the deal.
Function meets emotion
Personal beliefs still matter, but 2025 brought a return to professional criteria. Buyers are weighting reliability, integration, and compliance more heavily - without letting go of trust.
The top driver remains simple: "I feel safe signing a contract with them." Right behind it:
- Integrates smoothly with our processes
- Meets my company's minimum quality or functional needs
- Complies with regulations and ethical standards
This is a practical response to uncertainty. Prove your product fits the buyer's stack, risk profile, and workflows - not just their values.
Trust still rules, but differently
What builds the feeling of "safe to sign"? Reputation, advocacy, and reach. Buyers are roughly twice as likely to trust brands seen as thought leaders or recommended by peers. Employer brand also carries weight - being known as a good place to work now signals credibility to buyers.
Brand budgets are following suit. Raising awareness jumped in strategic priority, because familiarity reduces anxiety. Peer proof and community matter too: nearly 60% of buyers referenced influencers in their most recent purchase, with Gen Z accelerating this shift.
If you want a broader view on trust dynamics, the Edelman Trust Barometer is a useful benchmark. See the latest trust data. For the original research theme, explore Dentsu's insights hub. View Dentsu insights.
Make buying effortless
Trust earns the right to win. Ease speeds the win. Brands that remove friction see shorter sales cycles, higher NPS, and better adoption.
- Integrate seamlessly with buyer processes
- Offer just enough complexity without overwhelming the user
- Communicate clearly and deliver on promises
- Use AI to reduce friction at every stage
Teams that execute on these points cut sales cycles by up to four months. Buyability is a performance multiplier.
What marketers should do now
- 1) Build trust with reach and relevance
Front-load familiarity. Show up in the committee's first impressions, Slack threads, and peer groups. Stack third-party proof: analyst mentions, customer evidence hubs, and expert quotes. Treat employer brand as a trust proxy. - 2) Invest in buyer experience, not just content
Ship integration guides, sandbox demos, transparent pricing, and AI-assisted onboarding. Identify the three must-win tasks for a new customer and make them effortless. Instrument time-to-value and publish it. - 3) Test influencer collaborations with purpose
Partner with subject-matter experts your ICP already trusts. Prioritize credibility over follower counts. Measure pipeline contribution, not vanity metrics. - 4) Do not just "do AI" - prove value
Use AI to speed research, support, and personalization. Tie features to outcomes: saved hours, faster onboarding, lower risk. Report the deltas in plain language.
If your team needs a practical upskill path on AI for marketing, consider this focused track: AI Certification for Marketing Specialists. You can also explore role-based options here: Courses by job.
The takeaway
AI sets expectations; trust sets the decision. Ease turns intent into signed contracts. Treat brand and AI as a paired system - one reduces risk, the other removes friction. That is how you raise confidence, move faster, and close more deals.
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