In August 2024, the founders of Advancer Group (Advancer), Australia’s first AI-powered expert assistant for human resources (HR), needed a strategy that would best meet the varied interests and concerns of all potential stakeholders. Their goal was to help Australian managers and team members be more productive and efficient, thereby supporting business growth, by integrating artificial intelligence (AI) with human HR advisors. Although the entrepreneurs had a plan for expansion, they still needed to persuade the executives at small and medium-sized enterprises to invest in Advancer’s products and services. It was therefore crucial for them to gain a deeper understanding of how to foster trust among their primary stakeholders.