"Most of this holiday season's projected $253 billion in U.S. online sales will happen through website visits or standard online searches that favor companies that spend big on search engine ads. But chatbots like OpenAI 's ChatGPT or Google's Gemini have become part of the mix, with shopper-facing tools that can give product descriptions, compare prices, or allow purchases directly within large-language models as U.S. consumers increasingly use AI for advice on the best holiday stocking stuffers."
""We've seen brands that previously were putting out three or four new blog posts or articles a month, are now trying to do 100 or 200," said Brian Stempeck, chief executive at generative engine optimization platform Evertune.ai, which works with clients to make their websites discoverable by large language models. The company charges "around $3,000" per month to its clients, which include apparel and shoe companies, for its services, Stempeck said."
Retailers are shifting marketing focus toward influencing AI agents and large-language models that consumers use for shopping advice. Chatbots such as ChatGPT and Gemini can provide product descriptions, compare prices, and enable purchases directly within LLM interfaces. Brands are rapidly increasing content production, posting far more blog entries and creating pages intended primarily for automated AI scrapers rather than human shoppers. Companies are hiring generative-engine optimization services and paying monthly fees to improve discoverability by LLMs. Although referrals from generative AI remain a small share of traffic, they may carry higher purchase intent, prompting experimentation beyond traditional search ads.
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