Liza Adams
AI and executive advisor; fractional CMO, GrowthPath Partners
On how AI agents handle buying steps on company websites
Our takeOpinion
An AI and executive advisor who is also a fractional CMO at GrowthPath Partners raises what happens when an AI agent acts for a buyer on a vendor's site, beyond how AI describes and recommends the brand. A reader can take from the test that moving to a next step was easy for the agent, while getting complete answers before contact capture was the weak point, and the piece separates gaps caused by the buyer's missing details, the site's missing content and the test's own stopping point. It applies most to B2B software teams with complex, sales-assisted purchases who want to audit pricing, trial and enquiry pages for questions that can be answered before an email is requested. The evidence is one controlled run on a single vendor site with one AI tool, so it should not be read as a benchmark, and it would transfer poorly to simple self-serve products or to sales conversations that happen after the agent stops.
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- Ann Handley: On empathy for the individual searcher in search optimization (12 October 2026)