In this episode of "Marketing in the Now," David Reske interviews Kristin Oelke, author of Trust: Unlocking B2B Growth in Today’s AI World and Managing Director of BrightRose Ventures. Kristin explains that as AI scales content creation and is embedded in products, buyer skepticism is rising, causing deals to stall in the middle and lengthening sales cycles. She details the two dimensions of AI's impact on trust (in content and in products/services) , arguing that success requires elevating authentic customer voices and consistently building trust across every stage of the buyer's journey. Kristin also introduces the critical concept of Generative Engine Optimization (GEO), which ensures companies build credibility with AI search systems themselves.