In March, our Uncomfortable Conversations: Trust, AI & the New Rules of B2B Growth session highlighted a growing challenge for B2B marketers: AI is creating more content, but not necessarily more trust. The discussion also reinforced the importance of proof, relevance and discoverability in helping business buyers make confident decisions.

Further down the page, you will find the key takeaways from the March session, along with a few glimpses.

Now, we are taking that conversation further with Earning Buyer Trust in an AI-Driven Market, an honest discussion on how B2B brands can build trust earlier and earn a place on an AI-generated shortlist before formal evaluation begins.

94% of buyers now use LLMs during the buying process, with AI-generated shortlists becoming a primary entry point. Yet AI has raised the stakes without changing the underlying rule of B2B buying: trust decides who gets considered. Buyers bring the brands they already trust into that conversation. The shortlist is not built on day one; it simply reveals the trust a brand has earned long before.

Drawing on INFUSE's Outlook 2026 research, this session examines how B2B marketing leaders in APAC can earn buyer trust in the dark funnel and influence the shortlist before it forms, and what that means for how they set direction, invest, and lead their teams over the next year.

The session is best suited for CMOs, VPs and heads of marketing leading B2B brands across APAC, demand generation leaders reviewing their pipeline strategy, and brand, content and product marketing leaders considering how AI is changing the buying process.

The discussion will focus on what B2B marketers can do now to earn trust earlier, remain visible throughout the buying journey and help wider buying groups feel confident choosing their brand.