As AI reshapes how B2B buyers discover, evaluate, and decide, trust has emerged as one of the most critical and fragile drivers of growth.

But how is trust being redefined in an era of AI-powered decision-making, generative search, and increasingly opaque buyer journeys?

Drawing on fresh insights from INFUSE’s Voice of the Buyer & Marketer report which is based on the perspectives of more than 2,300 senior marketing and IT leaders globally, this session will unpack how AI is simultaneously accelerating insight while challenging confidence in data, content, and vendors. What once differentiated brands is no longer enough today, trust has become an executive-level priority.

The experience will begin with an insight-led presentation from INFUSE by Mukesh Rajpurohit, followed by a panel discussion with senior brand, marketing, and advertising leaders. Together, we will examine how B2B organisations must evolve their go-to-market strategies as discoverability, credibility, and confidence increasingly determine who wins.