From Grow With TRUST to the Trust Signals® Framework: How AI Changed Everything
When I wrote Trust Signals: Brand Building in a Post-Truth World in 2022, I wasn’t thinking about artificial intelligence. Not really. ChatGPT had...
The Trust Signals Blog is a leading resource on trust in PR and marketing, authored by Scott Baradell.
The B2B Buying Committee in the AI Age: Building Trust With Buyers You’ll Never Meet
B2B purchases have never been solo decisions. They’ve always involved multiple people with different concerns, different definitions of risk, and...
Third-Party Validation in the AI Era: The Signals That Machines and Humans Both Trust
Before digital marketing existed, before search engines were built, before the concept of content strategy had a name — there was third-party...
How AI Is Changing What “Being Found” Actually Means for B2B Marketers
“Being found” used to mean one thing: showing up in Google results when your buyers ran a relevant query. The entire discipline of search engine...
The Breadcrumb Path in the Age of AI: Are You Leaving the Right Trail?
The original Hansel and Gretel story doesn’t end well for the breadcrumb trail. The children drop crumbs through the forest to mark their path home,...
Beyond Google: Why LLM Visibility Is the New SEO for B2B Brands
For roughly two decades, one question has sat at the center of B2B digital marketing strategy: can buyers find you on Google? Every discipline built...
When AI Gets Your Brand Wrong: The Trust Crisis No One Is Preparing For
AI systems hallucinate. This is well-documented, widely covered, and by now broadly understood. The conversation about AI hallucination, though,...
The Trust Signals That Influence AI Recommendations (They’re Not What You Think)
There’s a version of AI visibility strategy that sounds reasonable on the surface: if AI is drawing on the web to form recommendations, then the more...
Yes, AI Reads Your Website — But It Cares More About What Others Say About You
Most B2B marketing teams spend enormous energy on their website. Messaging, positioning, design, conversion rate optimization — years of accumulated...
What Does AI Recommend When Someone Asks About Your Category?
Here’s an exercise worth doing — but only if you do it correctly. Go to ChatGPT, Perplexity, or Gemini and type the kind of category-level prompt a...