Jigmee Bhutia

Authenticity Best practices Scale your brand A shopper asks an AI assistant to compare your product against a competitor’s. Whether your brand appears in the answer, and how accurately it’s described, increasingly depends on factors most marketers haven’t yet built a strategy around. The traditional search playbook is familiar territory for most marketing and ecommerce teams. Shopper behavior is what’s changing. Shoppers are spending less time scrolling through pages of search results.

Optimize strategy Ratings and reviews Research User-generated content You’ve done it all: built a great product detail page with a description, probably some great reviews. And yet your brand isn’t showing up when a shopper asks for the best product in your category. Why?! Because you haven’t addressed the content signals problem yet. Most brands haven’t. Consumers increasingly rely on platforms like ChatGPT and Gemini to get AI generated answers.

For decades, the search bar has been the undisputed king of the internet. But for Gen Alpha, typing a string of disconnected keywords into a blank box is already starting to feel like a relic. They want product recommendations that feel like advice from someone they trust. They are skipping traditional search engines in favor of AI chatbots and large language models (LLMs) that function as personal shopping assistants. For brand marketers, this represents a fundamental shift in AI discovery.