Two Thumbs Up: Winning Buyer Trust in the Age of AI

Back in the day, when I wanted to know whether a movie was worth going to see, I tuned in to At The Movies with Siskel & Ebert.

Those two weren’t just talking about movies — they were analyzing, debating, and sometimes roasting them so hard that an audible “Ooooohhh” might slip out of my mouth. In the 21st century, the tools have changed, but the behavior hasn't.

B2B buyers operate in much the same way as a conscientious moviegoer. When buyers use AI tools to surface insights, they’re not just looking for a list of options. They’re searching for the most relevant thinking from a living, breathing human on how to solve their specific business problems.

Sure, AI can scan mountains of data and serve up surface-level answers. That's the kind of commoditized content that most tech vendors serve up. Product specs and features. Information that even the most novice buyer can access.

But that's not all serious buyers are looking for. Before making a final decision, buyers need deeper insight and validation that the direction they're considering is actually sound.

Buyers want to find the voices that:

• Understand the real problem beneath the surface

• Offer better ways to think about solving it

• Frame solutions with relevance and credibility

In short, buyers aren't looking for the loudest vendor. They're looking for the smartest guide. They're looking for the expert who helps them think through and beyond their assumptions.

The Power of Third-Party Validation

When was the last time you walked into a movie theater blind — no trailer, no reviews, no “What did Rotten Tomatoes say?” moment?

Exactly.

B2B buyers aren't flipping coins either. They’re seeking to validate their instincts with third-party proof:

• Industry analysts and review sites that act like professional film critics, breaking down strengths and weaknesses.

• Peer recommendations and testimonials that provide the word-of-mouth buzz buyers trust.

• Customer case studies that serve as real-world "audience reactions" to your performance.

If your voice isn't part of the early thinking and the validation later, you’re leaving the door wide open for your competitors to frame the narrative.

Thought Leadership: Your Directorial Prestige

The best directors don’t just create one blockbuster and disappear. They build a reputation over time — a body of work audiences come to trust. 

For instance, people follow director Christopher Nolan for specific reasons. Nolan's films combine intellectually challenging storytelling, emotional depth, and cinematic innovation, creating a uniquely immersive and rewarding film experience.

Strong thought leadership in the age of AI is like that. It's not about flooding the marketplace with superficial, random opinions. It's about:

• Sharing smart, specific guidance buyers can use

• Showing empathy for their real challenges

• Becoming a name AI tools surface again and again because your insights are consistently on-point.

When buyers encounter your thinking early in their journey — and AI validates it through repetition — trust builds way before engaging with a salesperson.

Be the Human Answer in an AI-Assisted World

Today’s buyers are more independent, more skeptical, and more empowered than ever. They’re searching for the thought-provoking answers, not just same-old same-old recycled talking points.

• Show up where buyers are searching.

• Contribute insights so useful that AI amplifies them.

• Deliver the human context and judgment AI can't replicate.

Because when buyers start thinking seriously about who they want to trust with their business problem, they’ll pick the vendor who showed up first. The one with the right guidance, at the right moment.

Even when you’re the name they trust most, deals still come down to timing, internal alignment, and a dozen other factors. But make no mistake — being the trusted source gets you to the table. And that's where winning starts.

Are you earning that trust and selling tickets, or are you a direct-to-DVD flop?

About The Author: Phil Donaldson is a creative strategist who helps B2B professionals make genuine connections on LinkedIn. As the Chief Operating & Creative Officer at PropelGrowth, he blends creativity with strategic thinking to guide brands in building authentic relationships and elevating their presence in the marketplace.