New research showing that B2B buyers prefer human recommendations to AI alternatives, despite more than three-fifths of them are from younger, more tech-savvy generations. Instead, they rely on their network—including the millennials and Gen Z who account for 71 per cent of B2B buyers. In fact, 79 per cent also say trusted creators are now essential to earning credibility with younger buyers. Andrea Rule, director, LinkedIn marketing solutions, said: “While AI has changed the way we work, it hasn’t replaced the human filter of trust. Matt Derella, VP, Linkedin marketing solutions, said: “AI has unlocked scale like never before, but credibility can’t be automated.