New Userlytics and Sage UX Research Study Reveals How AI Is Reshaping the B2B Buyer Journey

A new whitepaper based on 60 buyer sessions across three markets finds the SaaS website still decides whether an AI recommendation makes a buyer’s shortlist.

MIAMI, FL, UNITED STATES, October 27, 2026 /EINPresswire.com/ -- Userlytics, a global UX research platform, today announced the publication of How AI Is Rewriting the B2B Buyer Journey and What It Means for the SaaS Website, a new UX Research whitepaper developed in partnership with Sage, a leader in accounting, financial, HR and payroll technology for small and mid-sized businesses.

The study followed 60 prospective buyers across the US, UK and France as they used AI assistants to evaluate finance software, then visited vendor websites to verify the information and refine their shortlist.

The Userlytics user experience research findings reveal a new handoff in the buyer journey. AI assistants can shape which vendors enter consideration before a buyer reaches a company website. But the study revealed that the SaaS website must then confirm the product fit, pricing, capabilities and competitive claims that AI has already presented.

"Most AI visibility user research stops at whether a brand shows up in the answer. We supported Sage in designing a UX research study that revealed what a real buyer does next, when they open the vendor's website with the AI's claims still in their head," said Alejandro Rivas-Micoud, CEO of Userlytics. "That moment is where consideration grows or stalls, and it is something only user research with real people can show you.”

Following Buyers from Prompt to Website

The UX research study combined an initial AI visibility benchmark with 60 unmoderated user testing sessions, including 20 participants in each market. Participants were buyer personas with relevant involvement in accounting-software purchasing and experience using AI for work-related research.

Using their own AI accounts and natural language, study participants researched software under a realistic purchasing scenario. They were then asked to evaluate three vendor websites, generating 180 website evaluations.

The research measured the journey across six dimensions: discoverability, information completeness, accuracy and source quality, competitive positioning, confidence to act and journey continuity.

“The project demonstrated how unmoderated user research can be used to investigate a strategic, emerging buyer behavior at scale. Userlytics conducted 60 sessions across three markets and three languages, then provided Sage with a scoring instrument the organization can use to repeat the UX research over time,” said Tiago Moresco, Userlytics’ Principal UX Researcher.

Sage brought the strategic framing and competitive context, while Userlytics brought the user research methodology. Both teams refined the study design to examine not only whether Sage appeared in AI-generated answers, but what happened as buyers moved from those answers to the website.

“Working with Userlytics gave us the opportunity to look beyond AI visibility and understand the human behaviour behind it. This wasn’t really research about AI, it was research about people using AI,” said Susan Liu, Global Digital User Research Lead at Sage. “By following buyers from their initial AI conversations through to the website, we could see where trust was being built, where it was being challenged, and what gave people the confidence to move forward. Ultimately, being visible in AI isn’t enough. What matters is whether AI is telling the right story about your brand, and whether that story stands up when buyers come looking for proof.”

AI Visibility Opened the Door, but the Website Shaped Confidence

Sage appeared in the first AI response in 41 of the 60 sessions and entered another six conversations during subsequent exchanges, bringing its total presence to 47 sessions.

The website then became a second test. Sage’s website confirmed or strengthened the impression created by AI in 45 of 60 visits, or 75%, compared with 55% across the pooled set of competitor visits generated within the UX study.

At the end of the sessions, Sage was the most frequently selected first-choice brand in every market. It was chosen by 10 of 20 participants in the United States, 12 of 20 in the United Kingdom and 10 of 20 in France.

The UX research also identified several points where the journey could break down:

- Missing pricing created uncertainty, prompting AI assistants to provide third-party estimates that buyers could not verify.

- Broad product portfolios complicated routing. Buyers could recognize the Sage brand but still struggle to identify which product matched their company, market and use case.

- Local evidence strengthened relevance. Market-specific compliance information, product availability and customer examples helped buyers assess whether a recommendation suited their needs.

The UX study found that AI Visibility did not guarantee consideration. Appearing prominently in an answer did not always give buyers enough confidence to investigate the brand further.

The Website Now Has Two Readers

The findings suggest that SaaS websites must now communicate with prospective buyers as well as the AI systems interpreting the brand on their behalf. Buyers need clear information and credible evidence. AI systems need accessible, consistent and authoritative content that they can accurately represent.

The study provides a practical playbook for measuring AI visibility, answering high-intent questions, clarifying product architecture, strengthening local evidence and testing the complete journey with prospective buyers.

Availability

The whitepaper, How AI Is Rewriting the B2B Buyer Journey and What It Means for the SaaS Website is now available as a free download.

Media Contact

Gabriel Rivas-Micoud

marketing@userlytics.com

About Userlytics

Since 2009, Userlytics has helped enterprises, government organizations, nonprofits, agencies and startups understand their users and optimize their digital experiences. Through its UX AI-powered user research platform, global participant panel and UX consulting services, Userlytics helps organizations turn human feedback into better decisions.

About Sage

Sage provides finance, HR and payroll technology for small and mid-sized businesses and accountants. Our technology supports the critical work millions of customers depend on every day, helping them navigate complexity, reduce risk and make better decisions. As AI transforms how that work gets done, Sage provides the essential platform for the people who need to get it right. We bring together trusted technology, deep domain expertise and connected services to give businesses the support they need to operate with confidence.

Gabriel Rivas-Micoud
Userlytics Inc.
+ +1 888-809-0047
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