The latest results of our monthly AI Barometer series reveal the challenges faced by IT and business leaders’ organisations in their quest to implement AI — and how AI vendors can best position themselves to help.
A new kind of AI arms race is underway
While headlines trumpet the transformative potential of AI, a quieter reality is emerging: buyers are unsure who (or what) they can trust.
And the Big Four accounting firms have noticed.
In recent months, it’s been reported that Deloitte, PwC, and EY have announced plans to offer AI assurance services — independent audits of the AI systems that their clients are using. It’s a bold move into new territory, but a logical one: organisations want to embrace AI, but as our research shows, they’re struggling to understand how to evaluate, implement, and trust the tools on offer.
This isn’t just a story about auditors diversifying. It’s a wake up call for tech vendors.
Research from our Vanson Bourne Community tells us: buyers are overwhelmed
As part of our ongoing AIB Barometer series, we recently surveyed members of our expert network of IT and business decision makers across the UK. The findings paint a clear picture of a confidence gap when it comes to AI:
- 64% state that onboarding and implementation has been more complex than they expected
- Only 54% are confident they have the in-house skills to evaluate AI tools (and just 44% of those reporting they’ve faced complexity)
- Just 52% are completely satisfied with their current AI vendors (again dropping to 47% among those reporting onboarding struggles)
- 58% say they need more education and guidance from vendors during the sales process
- And 92% say they prefer real-world case studies to technical specifications when evaluating AI solutions
These are not signs of a mature market. They’re signals of confusion, unmet expectations and unmet needs.
Assurance as an opportunity?
This is where assurance becomes an opportunity.
The Big Four see it. They’re not building or selling AI products — they’re stepping in to provide clarity, reassurance, and independent validation. And they’re doing it because many vendors, by and large, aren’t. Or so it seems from what IT and business leaders tell us.
Too many tech companies are focused on selling the capabilities of their tools, when what buyers really want is someone to guide them through the complexity, risk, and uncertainty of adoption.
In that vacuum, trusted third parties are stepping in.
So what should vendors do? Shift from hype to help.
B2B tech marketers have a clear opportunity: reposition your business not just as a provider, but as a partner in successful AI adoption.
This means:
- Simplifying the sales process with plain-English explanations and real-world examples
- Supporting buyers beyond the sale with onboarding playbooks, workshops, and user training
- Investing in case studies and success stories that focus on outcomes, not just features
- Creating toolkits that help buyers self-assess readiness, plan rollouts, or align stakeholders
In essence? Listening. Not just selling.
Otherwise, as our data and market signals show, buyers will continue to lean on consultants, auditors, and third parties to fill the gap.
And yes — research plays a role here, too
Insight can be your differentiator.
When you understand your buyers’ needs, perceptions, and blind spots — not just what they say, but what they’re really wrestling with — you can tailor everything from product strategy to messaging with confidence.
That’s the kind of assurance tech buyers are really looking for.
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