Live Reaction: What Signals Help AI Trust & Recommend Your Company?

Ep.154 - Your content might feel trustworthy—but will AI and buyers see it that way?

In this episode of Endless Customers, Stephanie Baiocchi, Director of Membership and Events at IMPACT, shares a live reaction to Marcus Sheridan’s Endless Customers Live presentation: “13 Trust Signals Reshaping Human and AI Visibility in 2026 and Beyond.”

As AI tools like ChatGPT and Gemini become a core part of how buyers research and choose vendors, the rules of visibility are shifting. Stephanie reacts in real time to the trust signals that are now influencing which companies get recommended—and why some businesses are starting to disappear from consideration altogether.

Highlights include:

• Why AI is changing how buyers discover and compare companies
• How pricing transparency impacts trust with both humans and machines
• Why reviews are becoming even more influential in the buying process
• The growing importance of schema markup, content structure, and technical signals
• How self-service tools and transparency build stronger buyer confidence
• Why content freshness and author credibility matter more than ever
• What businesses can start doing immediately to improve visibility in AI-driven search

If you want to understand how trust is being redefined in an AI-first buying journey, this episode breaks it down in real time from a practitioner’s perspective.

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Stephanie Baiocchi