Artificial Intelligence ∙ 11 mins
AI is recommending stuff. Better hope it’s YOUR stuff.
Your potential customers are beginning to have conversations about your products with AI assistants like ChatGPT, Gemini, and Perplexity. When someone asks “What are the best wireless earbuds under $200 for running in all weather?” they’re getting instant recommendations complete with comparisons, specs, and reasons why.
Nearly 60% of consumers now use AI to help them shop, with over half of Gen Z already using AI for product discovery.
This shift creates a new challenge for e-commerce brands: Generative Engine Optimization (GEO), the discipline of increasing your visibility within AI-powered discovery tools. Unlike traditional SEO, where you can pull up Search Console and see exactly where you rank, AI discovery is opaque. There’s no dashboard tracking how often ChatGPT mentions your brand, and no confirmed ranking factors. In other words, no one really knows what makes one brand show up over another.
Yet some brands consistently appear in AI responses while others don’t, and the industry is starting to make educated guesses about why that is.
In this post, we’ll focus on the high-level strategies for improving your AI visibility across platforms. We’ll explore the foundational tactics that work today and are most likely to continue to work tomorrow, regardless of how AI commerce evolves.
In other news...
👗 What makes for a loyal consumer? At Experience-Led Commerce 2025, we hosted a roundtable about brand loyalty, and the takeaway was clear: true loyalty today lies less in points programs and more in consistently delivering an excellent and memorable experience to your customers.
🛠️ Virtual try-on is getting easier. Inspired by Stitch Fix Vision, we used Next.js Commerce and Google Vertex AI to create a demo that generates personalized outfit previews, showing how accessible this technology has become for e-commerce brands willing to experiment.
🚀 We are hiring! We’re looking for designers and developers to expand our team. If you ask “why” before “how,” believe commerce is more than just a website, and go out of your way to ship great work, we should talk.
Does your brand need help with strategy, design or development?