Buyer expectations for content credibility are shifting faster than most marketing teams’ ability to adapt. As buyers increasingly use genAI to summarize, compare, and validate vendor claims, content that relies on unsupported assertions is losing influence. Evidence, transparency, and human expertise now determine whether content is trusted, surfaced, or dismissed. This data overview examines how buyers evaluate content today, what they value most, and where vendor content falls short. The findings underscore why proof-based, authoritative content is now essential to earning trust, withstanding scrutiny, and shaping buying group decisions.