Freeman Data Shows Live Events Outperform AI in Building Brand Trust…

Event summary

67% of consumers say AI-generated content makes it harder to trust brand claims.
Consumers who attended brand events trust those brands at 5x the rate of non-attendees (56% vs. 11%).
94% of B2B buyers who attended live experiences reported stronger brand conviction.
Freeman's research identifies 'Connection, Credibility, and Conviction' as key to closing the trust gap AI cannot.
Study surveyed 2,004 U.S. consumers, 412 B2B decision-makers, and 506 marketing professionals.

The big picture

As AI saturates digital content channels, Freeman's research underscores the enduring value of physical presence in building brand belief. The data suggests a structural shift where being 'findable' via AI is table stakes, but being 'believed' requires human connection. This positions Freeman's live event platform as critical infrastructure for brands navigating the trust economy. The $1.2B events industry now faces pressure to demonstrate measurable outcomes beyond engagement metrics.

What we're watching

Trust Differentiation: How Freeman will operationalize its 'Live Multiplier' framework to help brands quantify trust ROI from live events.
AI Complementarity: Whether Freeman can position itself as the offline counterpart to AI-driven digital marketing, creating a hybrid value proposition.
B2B Conversion: The pace at which B2B brands will reallocate budgets from digital to live experiences, given the 93% trust premium for in-person interactions.