Episode
When AI agents handle your B2B buyers, who owns trust?
- Podcast
- Trust & Influence in B2B
- Published
- Apr 16, 2026
- Duration seconds
- 2112
- Processing state
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Summary
Agentic AI is one of the most talked-about developments in B2B right now — but most marketers haven't yet asked the question that matters most: what happens to buyer trust when an AI agent starts acting on their behalf? In this episode, Joel Harrison speaks with Andy Johnson, founder and director of client strategy at HUT3, one of the most respected ABM agencies in B2B and one of the earliest adopters of agentic AI in the industry. Andy and his team haven't just been watching this technology evolve — they've been actively building with it for the past three years. Andy makes a case that will surprise many listeners: that agentic AI, done properly, isn't a threat to buyer trust — it's one of the most powerful ways to build it. But get it wrong, and you're not just making a single mistake. You're scaling bad decisions fast, across your entire account base. In this episode you'll learn: What agentic AI actually means in plain language — and why it represents a genuine step change, not just another AI product Why trust in B2B is already being broken by human failures — and how agentic workflows are designed to fix them The real risks: scaling bad decisions fast, fragmented data systems, and the governance gap most organisations haven't addressed Who's accountable when an AI agent gets something wrong — and how well-designed workflows should handle it What the buyer actually cares about when it comes to AI-driven communications (the answer may surprise you) How the marketer's role is changing — and why Andy's team has grown, not shrunk, on the back of building agentic AI workflows Where Andy sees this all heading by 2030 — and what B2B marketers should be doing right now to get ready About Andy Johnson Andy Johnson is founder and director of client strategy at HUT3, an awar…