#b2b-sales

Artificial intelligence sits at the center of modern demand generation, touching nearly every buyer interaction through targeting, personalization, content creation, and journey orchestration, according to Demand Gen Report. This adoption has surged, providing greater relevance, faster execution, and more efficient scale, but buyer confidence has not kept pace, with just 32% of U.S. respondents reporting trust in AI as per the 2025 Edelman Trust Barometer.

B2B marketers have traditionally viewed conversion as a single event, such as clicking a 'Buy Now' button or handing off to sales, but buyers often abandon deals earlier when experiences like unclear pricing and slow pages erode confidence, according to [Demand Gen Report](https://www.demandgenreport.com/demanding-views/the-demand-engine-why-checkout-friction-is-killing-b2b-deals/52684/).