Agents need signals that are clear and comparable. Examples include: - Delivery promises and delivery times - Return terms and customer promises - Reviews, ratings, and proof - Inventory status and variant logic - Price logic and offers - Product claims and how well they are backed up The problem is that these signals are often owned by different functions, brand, PR, CX, e‑com, ops, legal. That is why trust is not a channel issue but a cross‑functional construct. Without ownership and coordination, the result is more internal communication and more ad hoc decisions while external trust erodes.