AI isn’t just rapidly transforming how people work. It’s also changing how people shop.
In the not-so-distant past, it was common for consumers to research and discover new products through search engines, clicking on endless amounts of blue links when trying to decide what to buy, where to buy it, and how to get it for the best price.
Now, conversational AI assistants like ChatGPT are becoming an equally important touch point in the customer journey. EMARKETER reports that 37.1% of US shoppers plan to use AI tools to research gift ideas this holiday season, and AI chatbots are expected to help 63.3 million US shoppers this year alone.
That doesn’t mean traditional search and other discovery channels like social media have become any less important—each has a role to play in any omnichannel strategy. But those left out of AI conversations risk losing visibility where purchase decisions are increasingly made.
How AI Assistants Are Changing Discovery
As a consumer, I’ve experienced firsthand the growing role AI assistants play in product discovery.
Recently, I wanted to buy a new bracelet. As a lifelong animal lover and eco-conscious shopper, purchasing a product that was sustainable and cruelty-free was important to me.
I found the perfect piece within minutes. ChatGPT took all my preferences into consideration and recommended a beautiful bracelet that met my exact needs—something that would have taken me much longer using traditional methods.
Did I buy it directly through ChatGPT? No. But I immediately scheduled an appointment to try the bracelet in person, went to the store, and ended up buying it. Two to three years ago, that kind of shopping journey wouldn’t have happened.
Why Brand Visibility Matters More In The AI Search Era
Thanks to their built-in memory, which can retain facts, preferences, and details you’ve discussed across different conversations, conversational AI assistants like ChatGPT are particularly well suited for personalized product recommendations and providing incremental revenue opportunities for brands.
But because of this, brands also have fewer opportunities to make an organic impression.
Everything from how detailed your online product descriptions are to how your brand positions itself across social media to the kinds of reviews you get on user-generated sites like Reddit can impact how your brand shows up in AI-generated answers. Unlike traditional search, AI assistants generally don’t give consumers pages of results to navigate through. Instead, they narrow those options down, often surfacing only a handful of products or brands based on what they know about the user, the context of their query, and the information available to them across the web.
That makes having a strong and consistent digital presence even more important than ever. The more frequently and credibly your brand appears across retailer sites, publishers, online marketplaces, social media platforms, and review sites, the more information AI assistants have to draw from when deciding which products to recommend to a consumer. But unlike traditional search, influencing those recommendations isn’t always easy.
Of course, building brand visibility in AI answers is only one part of the puzzle.
Where Conversational AI Advertising Fits In Your Media Mix
As more shoppers turn to AI assistants to compare products, weigh their options, and decide what to buy, conversational AI ad formats—like the ones being tested and rolled out by OpenAI and Google—give brands another way to show up during high-intent moments.
Conversational AI ads are designed to connect people with relevant brands and products based on the context of their chats. In doing so, they can create a more personalized ad experience based on what shoppers are actually looking for in that precise moment.
But that doesn’t mean marketers should treat AI advertising channels like ChatGPT as a standalone tactic. Advertising in AI chatbots works even better when it complements other programmatic channels like connected TV (CTV), digital out-of-home, and display to build awareness and consideration. For example, a shopper may first encounter a brand while streaming TV, see it again in a targeted display ad, and follow up with ChatGPT later to ask more questions, narrow down their options, and make a final purchase decision.
Incorporating these new touch points as part of an omnichannel strategy not only creates a more connected path from awareness to purchase, but can help brands stay visible wherever shoppers are researching, deciding what to buy, or going about their day.
Preparing For The Next Phase Of Product Discovery
Generative AI isn’t replacing search, retail media, or retailer websites. It’s adding another layer to how shoppers discover products and make decisions.
For brands, that means the opportunity starts earlier. By treating AI assistants as part of the broader shopping journey, marketers can influence consideration across every aisle—whether it’s in-store, online, or powered by AI.
