The Trust Gap: Why Verified Human Expertise Is the Scarcest Asset in B2B Sales

New research from LinkedIn and Ipsos confirms what channel professionals already sense: AI has remapped the B2B buying journey, trust is now the decisive variable, and generic information is worthless. Only 45% of buyers trust the sellers they encounter yet 94% use AI at every stage of their purchase process. This article examines what that means for IT and cyber security channel professionals, why verified human expertise has never been more commercially valuable, and what buyers, sellers, and agents should do about it.

By Signal.lab Editorial | Editorial at Signal.lab

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