Trust: The Ultimate Wireframe for the AI Era
Ipsos is trusted by the world’s top brands, institutions, and policymakers. Here’s why.
Visibility gets you considered. Trust gets you selected.
Business buyers are navigating more vendors, information and internal stakeholders than ever before. AI helps them research faster, compare more options, and validate decisions independently. Yet according to our research with members of the Business Insights Collective community, the final purchase decision is still heavily influenced by recommendations, expertise and proof from sources buyers trust.
Inside the Report
What this means for you: Make independent evaluation easy. Pair product proof with outcomes. Put customers and experts out front. And ensure every claim stands up to AI-assisted validation.
Download the 2026 B2B Buyer Journey: The Power of AI and Trusted Relationships to understand how to win more B2B deals through AI visibility and deeper human relationships with the entire buying committee.
Get the report
Confidence in Committee
Understand why the brands that win prove how they reduce risk to move the entire buying committee from consideration to confidence.
The Trust Equation
Explore why buyers rely more heavily on recommendations, reviews, case studies, and expert perspectives even as AI becomes a bigger part of vendor evaluation.
Information Overload
Learn why 77% of these decision-makers say vendor research is the most time-consuming stage of the buying process, driven by expanding vendor choice, stakeholder alignment, and ROI scrutiny.
The Independent Buyer
See how 70% of decision-makers we spoke with use AI during vendor selection, enabling deeper self-directed research before engaging with sales teams.
Holly Lyke-Ho-Gland
Senior Director, Communities
Anne Hunter
SVP, B2B Products and GTM
Kristyna Kanzler
VP, Communities
Authors
Data was collected between May 20-June 1, 2026 among 288 U.S.-based business decision-makers in the Ipsos Business Insights Collective and Fresh Labs communities. Each person was individually vetted as the final decision-maker or a member of a team or committee that makes purchasing decisions for indirect procurement within their organization. The data has not been weighted and reflects only the people who were surveyed.
