B2B Websites Fail to Convert AI Discovery Into Buyer Trust

By Scott Gillum · MarTech · 2026-10-26

MarTech reports that surfacing in AI-driven search results is insufficient if a company's website remains difficult to navigate. As buyers complete 70% of their journey before speaking to a representative, brands must transition from simple visibility to reducing cognitive load.

MarTech reports that surfacing in AI-driven search results is insufficient if a company's website remains difficult to navigate. As buyers complete 70% of their journey before speaking to a representative, brands must transition from simple visibility to reducing cognitive load.