Dentsu B2B study reveals rise of AI-powered buyers

Dentsu B2B has released The Superpowers Index in Asia Pacific, a comprehensive study examining how business buyers across the region make decisions and create commercial value. The 2025 edition identifies the rise of the AI-powered buyer as a defining shift in global B2B behaviour, positioning Asia Pacific as a leader in this transformation.

Now in its fifth year, the study draws from over 16,000 interviews conducted since 2021 and more than 35,000 buying experiences across 21 markets. It highlights how AI, trust and simplicity are reshaping B2B marketing, with speed, clarity and credibility emerging as the top drivers of growth.

Mansi Trivedi, B2B strategy lead, dentsu APAC: “The game has changed but the question now is how to win.”

AI and trust redefine B2B decision-making

According to the study, trust remains the most critical factor in securing business, though the sources of trust have evolved. Word of mouth, influencer engagement and brand reputation now outweigh product features in influencing purchase decisions. At the same time, ease and simplicity have become decisive competitive advantages for brands aiming to shorten buying cycles and improve conversion rates.

The research shows that a ten-point improvement in The Superpowers Index Score correlates with a 14 percent rise in deal value. Brands that simplify the buying process can shorten decision cycles by up to 31 percent — as much as four months faster than less efficient competitors.

Asia Pacific emerges as a B2B marketing leader

Asia Pacific has evolved from participant to pace-setter in global B2B marketing, with Singapore-based DBS and UOB ranking first and second worldwide. Both brands are recognised for combining strong reputations and clear purpose with seamless digital experiences that build buyer confidence and drive commercial results.

Mansi Trivedi: “It makes me proud to see that APAC brands are leading the way when it comes to designing for the new era of AI with trust of purpose, digital dynamism and human connection. Brands like DBS and UOB exemplify how clarity of purpose, digital agility and human connection can coexist – and when they do, they create real commercial advantage.”

Influencer marketing gains influence in B2B

The Index identifies influencer marketing as the fastest-growing driver of B2B decisions. Nearly two-thirds of buyers reported referencing influencers in recent purchases, yet only 42 percent of marketers believe they are using the channel effectively. This gap represents a major opportunity for B2B brands in Asia Pacific heading into 2026.

Mansi Trivedi: “As AI becomes more embedded in the buyer journey, the opportunity for APAC brands is to combine technology with deep cultural insight. The brands that pair speed and simplicity with culturally intelligent connection will define the next generation of B2B growth.”

Strengthening regional B2B leadership

To meet growing client demand, dentsu is expanding its regional leadership team. Mansi Trivedi has been appointed B2B strategy lead for dentsu APAC, based in Singapore, and Jake Hird joins as executive vice president – strategy and growth in Australia. Together, they will align regional strategy with in-market execution, translating insights from The Superpowers Index into business outcomes for multinational and high-growth brands.

Prerna Mehrotra, CEO media and chief client officer, dentsu APAC: “Asia Pacific is powering the next wave of B2B growth. Brands across the region are merging digital innovation with intelligence to deliver experiences that are faster, simpler and more authentically human. With Mansi and Jake leading strategy in Singapore and Australia, we’re equipped to drive accelerated growth for our clients.”

The full report can be accessed here

www.dentsu.com

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