---
id: "quote-customers-dont-probe"
type: "quote"
source_timestamps: ["§ The 4C Framework for Building Generative Readiness"]
tags: ["user-trust", "misinformation-risk"]
related: ["concept-generative-listening-systems", "entity-emma-fox", "question-ai-liability-governance"]
speaker: "Emma Fox"
speakers: ["Emma Fox"]
quote: "Customers don't probe the answers deeply."
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-tier1-01-gen-ai-b2b-buying"
sourceUrl: "https://hbr.org/2026/06/how-gen-ai-is-disrupting-b2b-buying-decisions"
sourceTitle: "How Gen AI is Disrupting B2B Buying Decisions"
---
# Customers accept GEO answers as accurate

> "Customers don't probe the answers deeply."
> — [[entity-emma-fox]]

**Why it matters:** If buyers accept AI answers at face value, then whatever the LLM surfaces effectively *becomes* the truth for that buyer — raising the stakes of both [[concept-prompt-authority]] and accuracy risk. This is why [[concept-generative-listening-systems]] and governance ([[question-ai-liability-governance]]) matter. **Enrichment counter-nuance:** user trust is heterogeneous; some users cross-check, and high-stakes domains increasingly treat AI outputs as advisory.