Websites aren’t dead: Consumers still rely on them over AI, new Kinsta report finds

53.8% of consumers skip websites during early research in favor of AI tools, but many remain skeptical of AI-generated content and turn to a brand’s website to check what it said.

LOS ANGELES– Sep 22, 2026 –Most consumers now skip company websites and rely on AI for early web research, but they also don’t fully trust AI results and use websites for decisions, according to a new report from Kinsta, a managed WordPress hosting provider.

The lack of trust in AI raises the stakes for company websites, where consumers go to verify information and decide whether