Artificial intelligence (AI)-driven shopping is revolutionizing the digital marketplace and empowering brands Rapidly rethink your marketing strategy.
Industry experts and recent data clearly show that the influence of AI in e-commerce is growing. study A survey by content management system provider Storyblok revealed that roughly 40% of high-value online shoppers now regularly use AI services like ChatGPT for product research. Even more notably, 17% of respondents cited AI tools as the main source of information for their purchasing decisions, followed by Google (45%) and major online marketplaces like Amazon (26%).
“AI is changing the way consumers find and trust product information online.” Michelle Simmons Founder and CEO Ditto Digital“We are already adjusting our SEO strategies in response to the growth of consumer AI,” he told PYMNTS. But accordingly Regarding changes to Google’s guidelines.
AI Shopping Assistants: Friend or Foe?
Google has updated its quality metrics:“Experience” along with expertise, authority and trust (EEAT) This shift has prompted marketers to enhance their content with elements that showcase real-world product experiences.
“we, clearly “Demonstrate real-world experiences,” Simmons said, “so brands can provide information. In other words It is different from AI-generated content, which is more useful for consumers who require in-depth product research for complex or expensive purchasing decisions.”
But it’s not just about more content: “As SEO professionals, 95% of our efforts are spent finding and optimizing commercial and transactional keywords.” Thomas Phillips, Founder and CEO of DTC SEO Agency“I think it’s easy to find a response,” he told PYMNTS. by “Instead of reading all the standard blog content that brands are writing, we use AI.” The goal? To cut through the AI-generated noise and connect with consumers who are ready to buy.
Phillips also emphasised the importance of technical optimisation, stating that “with AI still using crawlers, it’s more important than ever to have a technically sound website,” showing that while the front end of consumer interaction may be changing, the core principles of good SEO are still important.
The impact of AI on traditional search engines and online marketplaces is multifaceted and wide-reaching: “As AI permeates and integrates into traditional search, search engines will become answer engines.” Chris Ferris, vice president of digital strategy at Pierpont Communications“That means more zero-click searches and less website traffic,” he told PYMNTS.
This transformation is changing the way brands approach their online presence. Simmons believes there are two main types of online searchers: “those who know what they’re looking for and want to find it quickly at the right price, and those who need expert help making an important purchasing decision.”
Simmons noted that AI content and expert content are not mutually exclusive and can coexist. “They serve different consumer needs at different times, such as quick purchase decisions versus more complex or detailed requirements,” he said.
Phillips added with a word of caution: “As businesses start using AI content without proper editing and review, it will accelerate the rise of misinformation. In SEO, it’s important to always consider user experience and intent.” This highlights the need for brands to maintain the trustworthiness and accuracy of their content, even as they adapt to AI-driven changes.
The power of PR in an AI world
Ferris advised brands to “focus on PR and earned media in this evolving environment,” explaining: “Traditional PR and earned media, especially the top publications that AI companies have contracts with, will become increasingly important sources of information for these generative AI tools.”
This insight suggests that old-fashioned media relationships may be the key to staying relevant in an AI-driven world: by being featured in reputable publications, brands can guarantee their message will be picked up and disseminated by AI tools, reaching consumers who don’t visit a brand’s website or social media channels directly.
The Future of E-Commerce SEO
As AI continues to upend the digital landscape, brand-consumer relationships are entering uncharted territory. Phillips said, “When it comes to purchasing, people still use Google to find products, and no matter what tool they use, there are search engines and algorithms that decide what to show them,” highlighting the continued importance of SEO, even as the details of how search engines work evolve.
Simmons advocated for a more nuanced approach to content creation: “We are adapting our SEO strategy by developing a comprehensive, human-centric content model to provide advice and solutions. Very specific “An AI strategy focused on consumer concerns and issues, not just general information” This strategy aims to provide value beyond what AI can generate and meet consumer needs for in-depth, specialized guidance.
As the digital marketplace evolves, success will depend on a multi-faceted approach: optimizing discovery with AI, cultivating human expertise, nurturing a strong media presence, and maintaining technical excellence in website design and functionality. Brands must strike a delicate balance between leveraging AI technology while maintaining the authenticity and expertise that consumers trust.
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