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Layer 05 · Decision Confidence™ · Signal 3 of 5

Proof

Can customers verify your claims?

Proof measures the evidence, testimonials, case studies, and validation a customer can use to verify your claims.

What it measures

The signals inside Proof

Testimonials
Case Studies
Evidence and Results
Third-Party Validation
Demonstrations
Why it matters

Why Proof matters

Claims without evidence ask buyers to take a risk on faith. Proof lets them verify before committing.

In the framework

Proof is one of the five signals of Decision Confidence, Layer 05 of the AI Commerce Intelligence Framework™. Decision Confidence is the last layer before purchase: a recommended business can still lose the sale here.

Other Decision Confidence signals
Trust Signals Clarity Proof Risk Reduction Decision Friction
Part of the framework

Where this fits

Proof is a signal of Decision Confidence, Layer 05 of the AI Commerce Intelligence Framework™, the layered model for how AI systems discover, understand, trust, recommend, and route customers to businesses.

← Back to Decision Confidence The full framework Scoring methodology Vocabulary: Decision Confidence

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