Engineers see shifting trust in genAI
A new market research report reveals a growing scepticism of engineers toward generative AI.
The 2025 State of Marketing to Engineers, now in its eighth year, provides insights into how engineers and technical buyers find, evaluate, and engage with content to make purchasing decisions.
The report from TREW Marketing and GlobalSpec in the US, in collaboration with Elektor International Media which owns eeNews Europe, surveyed over 1000 engineers on how they make buying decisions.
This year’s research dives into trust in genAI platforms, the ongoing evolution of content preferences, and the role of video and independent sources in purchasing decisions.
The report found that engineers prefer trusted sources over AI-generated content. 67% of engineers rate their trust in AI at 5 or below on a 10-point scale, and 70% rarely or never use AI platforms to evaluate vendors.
Supplier websites and technical publications remain dominant as engineers continue to seek product details, case studies, and third-party reviews from these sources, and independent validation matters. 86% of engineers seek third-party sources when researching products, reinforcing the need for credibility beyond vendor claims.
“In an era where AI-generated content is everywhere, engineers are doubling down on trusted sources and expertise,” said Wendy Covey, CEO and Co-Founder of TREW Marketing.
Covey, CJ Haight, Content Marketing Manager at GlobalSpec, and Udo Bormann, Senior Marketing Manager at Elektor, will present the findings live in a free webinar on March 20 at 1600 CET (10.00 EST).
Download the research at the 2025 State of Marketing to Engineers
If you enjoyed this article, you will like the following ones: don't miss them by subscribing to :
