AI is added to the journey, not swapped in.
AI use peaks in research and comparison and falls as buyers near the decision.
What to do
Focus AI where it’s strongest: research and comparison.
Three things the research tells us
We know AI has changed the customer journey. We wanted to see exactly how. We asked 2,000 synthetic respondents, modeling AI-assisted B2B and B2C buyers, how they use AI and brand websites across the whole buying journey. Three things stood out.
The website remains the source of truth.
When AI and the website disagree, 54% rely on the website and 18% on AI.
What to do
Keep the site accurate and specific.
Personalization helps when it’s about context, not identity.
Real-time answers and tailoring to stated needs score highest, while name greetings and follow-ups on what was viewed score negative.
What to do
Personalize on what visitors are trying to do, and smooth the path from the AI assistant to your site.
The report turns these into five decisions to help you plan.
Download the reportKey figures
- 75%
use AI to research & learn — the peak stage of AI use
- 54% vs. 18%
trust the website over AI when they conflict
- 58% vs. 26%
use the website vs. AI at the moment of purchase
Source: Evidenza for Magnolia DXP, 2026. 2,000 synthetic respondents.
What’s inside
Five findings, from first question to final purchase
AI decides who gets considered.
Half of AI’s influence on the decision sits in research and comparison. Buyers ask AI for specs and prices, so your facts travel with them.
The website is where buyers verify.
Fewer than 2% stop at an AI answer. They go to the source for authority, specs and pricing.
Buyers stack sources.
Heavy AI users add analysts, newsletters, video and marketplaces on top of AI. They don’t replace anything.
Context wins, identity backfires.
Real-time answers score +61. Name greetings and browsing follow-ups score negative.
The website still closes the sale.
Buyers turn to your site at the decision and the purchase, and 60% don’t want AI buying for them.
What’s next
Five decisions the report helps you make
- Where to focus your AI visibility effort
- What role your website should play now
- How to keep facts consistent across every channel
- How to personalize without feeling intrusive
- How to win the last mile for B2B and B2C buyers
About the research
How the study was run
Magnolia DXP commissioned Evidenza to survey 2,000 synthetic respondents across the US, Europe and APAC: 1,000 modeling people who buy for themselves or their household, and 1,000 modeling people who buy for their organization. All are modeled as AI users who bought in banking and insurance, pharma and health, durable goods, everyday retail, or travel and hospitality in the past year.
- Respondents 2,000
synthetic respondents, modeled as AI users
1,000 B2CBuy for themselves or their household1,000 B2BBuy for their organization - Industries 5
industries, all bought in the past year
Banking and insurancePharma and healthDurable goodsEveryday retailTravel and hospitality - Regions 3
regions covered
USEuropeAPAC
Please note
The respondents are synthetic personas generated by Evidenza and grounded in public data, not real people. The findings are modeled behavior, not a poll of real individuals.
Research report
See where AI shapes the journey, and where your website closes the sale
Fill in the form to open the full report. We’ll send a copy to your inbox too.
Inside the report
- Where AI enters the buying journey, and where buyers switch back to your website
- What buyers trust when AI and your website disagree
- Which kinds of personalization help, and which backfire
- Five decisions to plan your AI visibility, website and personalization
Research by Evidenza, commissioned by Magnolia DXP. Based on 2,000 synthetic respondents modeling B2B and B2C buyers in the US, Europe and APAC.