More and more people are asking tools like ChatGPT: what to buy, how to choose, and what to compare. If your brand isn’t showing up there, you might be missing out on key visibility. The good news?
There’s something you can do about it—and here’s how.
The New Consumer Behaviour (and Why It Matters to You)
Ever found yourself asking ChatGPT which hotel is offering the best price instead of Googling or going to other sites and opening ten different tabs? You’re not alone.
More and more consumers are shifting away from traditional search engines and turning to assistants like ChatGPT, Claude, or Perplexity. Why? Because these tools give faster, more contextual, and more useful answers.
So here’s the big question:
– How can your products show up on these platforms?
– And what can you start doing today to stay in the game?
What Brands Should Start Doing (Today, Not Someday)
1. Optimize for AI, Not Just SEO
It used to be enough to have good SEO. Today, you also need to “speak clearly” to AI. These tools don’t guess—they need to understand exactly:
What you’re selling, who it’s for , in what context it’s useful and why your product is a better choice than others.
2. The Ideal Product Page, an Example
Here’s what a product page optimised for both humans and AI could look like: Example based on the Jodie Maxi Dress Cleo by King Louie. Product details are adapted for illustrative purposes.
Why this matters: These sections help shoppers decide—and give AI systems the structure they need to understand and recommend your product
| Element | What It Should Include | Example |
| Title | Clear, descriptive, keyword-friendly | “Long Floral Print Dress – Jodie Maxi Dress Cleo” |
| Description | Benefits, use cases, natural language | “Lightweight and flowy floral print dress, perfect for weddings or outdoor dinners. Flatters the silhouette and offers maximum comfort in warm weather.” |
| Key Bullets | Quick list of essential features (material, fit, style) | ✔ Sustainable fabric ✔ Ankle length ✔ Flattering cut ✔ Soft texture |
| Images | Multiple views, white background, and lifestyle/context shots | Front, back, walking shot, photo at an event |
| FAQs | Real questions customers would ask before buying | “Is it machine washable?” → “Yes, at 30°C on a delicate cycle.” “Is it see-through?” → “No, it has a full lining.” |
| Rating | Review score from verified buyers | ⭐ 4.7/5 based on 85 reviews |
| Highlighted Opinion | Short quote from a real review, with name and score | “I wore it to a wedding and got so many compliments. Super comfy and wrinkle-free!” — Pilar M. 🙂 verified buyer |
3. Add Enriched Content
The difference between a “meh” product page and one that stands out often comes down to these extras:
- Short product video – Boosts conversions and time on page.
- Comparisons – Help users (and AIs) see how your product stacks up.
- Highlighted reviews – Direct quotes with names and ratings.
- Custom CTA – Instead of just “Buy now,” try “Perfect for your next summer wedding.”
- “Ideal for…” block – Contextualizes use cases: office, events, nights out, etc.
4. Don’t Ignore Marketplaces
Your website matters, but many shoppers still browse through Amazon, Bol.com, and others.
Make sure (if you can) your listings are optimised there too: strong titles, clear descriptions, relevant keywords, and fresh reviews.
And if possible, make the most of sponsored campaigns, especially during high-traffic seasons (sales, launches, holidays).
What’s Up with the New AI Platforms?
Some tools are already integrating product data directly:
- Perplexity (“Shop Like a Pro”) – Only shows products connected via APIs (like Shopify, Best Buy). Not ads, but algorithmic integrations and only in U.S. for now.
- Amazon (“Hear the Highlights”) – is testing voice-based summaries of products based on reviews and descriptions. U.S.-only for now.
Bottom line: brands that structure and connect their content well… are the ones that will show up.
Strategic Takeaways (Yes, It’s Worth Thinking About)
Can some brands get more visibility than others?
→ Absolutely, especially those who create well-structured, clear, and useful content. While AI platforms don’t yet allow direct brand integration, we’re starting to see early partnerships and API-based models (like Shopify with Perplexity). Brands that prepare now will be better positioned when those doors open.
What about smaller brands?
→ They can compete too—but now more than ever, they need to focus on clarity, relevance, and content quality.
And what if recommendations become pay-to-play?
→ I think transparency will be key. If AI platforms don’t clarify what’s sponsored, users will stop trusting them.
What You Can Start Doing Now
Your actionable checklist:
-Review and improve your product pages -Add structured data to your site
-Create content that answers real user questions
-Pay attention to platforms that already connect via API (like Shopify with Perplexity).
-Consider your own chatbot (especially inside your app)
Final Thought: The Future Already Speaks AI
Visibility in tools like ChatGPT can’t (yet) be bought.
It’s earned—through quality content, clear structure, and future-ready thinking.
And the best part? You can start preparing today.
Need help reviewing your product listings or connecting your store to these platforms? Let’s talk—I’d love to help you take the first step.
Mind of Consumers 