Edelman report highlights B2B thought leadership value

Edelman’s new 2026 B2B Thought Leadership Impact Report finds that 82% of buyers believe thought leadership is becoming more valuable, with original research, insight and experience increasingly serving as differentiators.

The report draws on insights from more than 1,100 management-level professionals. It examines thought leadership content on LinkedIn, its role in professional decision-making and the value of expertise in the artificial intelligence era.

Thought leadership and partner selection

According to Edelman, 89% of buyers say high-quality thought leadership makes a company feel like a long-term partner worth choosing.

The report also indicates that brands that do not share thought leadership content can risk being eliminated from consideration by some potential partners.

Buyers check AI recommendations against brand content

While AI tools are playing a bigger role in discovery, Edelman’s data shows that most buyers still validate AI recommendations by referring to a brand’s content.

The report also finds that buyers are more likely to share thought leadership content in private channels.

Other findings address the value of external influencers endorsing businesses and the importance of continuing to publish thought leadership to reinforce existing partnerships.

The original report’s analysis suggested that brands can differentiate themselves by sharing professional expertise and hands-on experience, even as AI tools change how business buyers research products.