Artificial intelligence (AI)-driven shopping is upending the digital marketplace, forcing brands to quickly rethink their marketing strategies.
Looking at industry experts and recent data, it's clear that AI's influence in e-commerce is growing. A survey by content management system provider Storyblok revealed that around 40% of high-value online shoppers now regularly use AI services like ChatGPT to conduct product research. Even more notable, 17% of respondents cited AI tools as the main source of information for their purchasing decisions, ranking behind only Google (45%) and major online marketplaces like Amazon (26%).
“AI is changing the way consumers search for and trust product information online,” Michelle Simmons, founder and CEO of Ditto Digital, told PYMNTS. “We're already adjusting our SEO strategy in response to both the growth of consumer-facing AI and changing Google guidelines.”
AI Shopping Assistants: Friend or Foe?
Google has updated its quality metrics to include “Experience” in addition to Expertise, Authority and Trust (EEAT), encouraging marketers to incorporate elements of real-world product experiences into their content.
“We've been enhancing our content with elements that clearly demonstrate real-world experiences,” Simmons said. “This allows brands to offer a different take on AI-generated content, and makes it more useful for consumers who need in-depth product research to make complex or expensive purchasing decisions.”
But it's not just about churning out content. “As SEO professionals, 95% of our effort is spent finding and optimizing for commercial and transactional keywords,” Thomas Phillips, founder and CEO of DTC SEO Agency, told PYMNTS. “Instead of reading all the standard blog content that brands are writing, we foresee that with AI, we can find responses with ease.” 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 profound and multifaceted. “As AI permeates and integrates into traditional search, search engines become answer engines,” Chris Ferris, vice president of digital strategy at Pierpont Communications, told PYMNTS. “That means more zero-click searches and less website traffic.”
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 advocates for a more nuanced approach to content creation: “We're adapting our SEO strategy by developing a comprehensive, human-centric content model that provides advice and solutions to very specific consumer concerns and problems, rather than just general information.” The 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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Read more: AI, AI assistant, artificial intelligence, Chris Ferris, digital marketing, Ditto Digital, DTC SEO agency, ecommerce, ecommerce marketing, EEAT, GenAI, generative AI, Michelle Symonds, news, online marketing, Pierpont Communications, PR, public relations, PYMNTS News, SEO, Thomas Phillips
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