Built to be believed – why experience is becoming the strongest trust signal in B2B

The Drum @ CES and CES

Sponsored by

As screen fatigue and AI-fuelled skepticism rise, B2B trust is being won in person. In this episode, industry leaders explain why real-world experiences—and the people behind them - are becoming the strongest credibility signal.

About the show

More Episodes

Why Gaming Is the Future of Brand Engagement

At CES, Xbox Media Solutions reflects on gaming’s evolution into a cultural platform. As gaming reaches 80% of the population, the opportunity for brands lies in authentic, rewarding partnerships - built around passion, context, and play, not interruption.

Why the Agencies of 2026 Will Scale on Resilience, Not Headcount

As agencies look leaner on the surface, their real advantage will lie beneath: modern operational infrastructure. Heather Chevalley explores how automation, AI-assisted decision making, and technical orchestration are redefining scalability, agility, and creative impact in the agency model of the future.

Consumer-Brand Exchange in the Age of Real-Time AI

As AI moves from experimentation to real-world adoption, brands must earn attention, trust, and data through meaningful, immersive experiences. In this CES session, Jordan Cuddy explores how participatory, real-time brand moments are redefining consumer value exchange and unlocking smarter creativity and growth for 2026 and beyond.

From Awareness to Action: How AI Is Changing Media’s Role in Buying Decisions

AI, platform shifts, and mounting performance pressure are pushing brands to rethink how media drives not just awareness - but real buying decisions. In this CES conversation, Linda Cronin shares what she’s hearing from major clients right now, the most important developments emerging from CES, and how AI is transforming media investment, demand prediction, and purchase influence

When content becomes commerce

A forward-looking conversation exploring how entertainment, content and retail media are collapsing into one connected ecosystem. From shoppable TV to immersive experiences on new devices, Circana sets the scene for what’s changing in consumer behavior – and how brands, retailers and partners must collaborate to keep pace.

2 more episodes +

The first mile is the last differentiator retailers have over AI

In this fireside chat at CES, MetaRouter CEO Nikhil Raj reflects on his journey from Walmart Labs to defining the 'First Mile' - the moment consumer data is created, consented and made actionable. As AI accelerates decision-making, we explore why first-party sales and conversion data have become the last true point of differentiation and why speed, trust and real-time foundations now determine how brands compete across personalization, retail and commerce media.

Designed for connection - how brands are turning CES into a live buyer journey

Filmed live on the CES show floor, Sparks explores how leading brands are designing experiences that build trust, spark meaningful connection and influence B2B buying decisions in real time.

Popular To Watch

Predictions 2026

Edelman’s tipping points for 2026

Predictions 2026

Awards Connect: Judges, winners and what it takes to win in 2026

Predictions 2026

Rory Sutherland: Predictions for 2026

Predictions 2026

Social media in 2026: from reach to real relationships

Predictions 2026

Tom Goodwin: Predictions for 2026

Predictions 2026

Sian Conway-Wood on consumer behavior in 2026

Series From The Drum

Where outcomes are the expectation

The Drum @ CES

The connected future of marketing

The ideas and innovators transforming modern marketing

Showing life beyond London through mindset, movement & money

B2B marketing decoded

Slow the F*ck Down

Refresh, reset and grow

Innovation in motion

Sharp takes and smart moves on programmatic’s new frontiers