In the age of generative AI, consumers are increasingly using large language models like ChatGPT for shopping, prompting a shift in traditional marketing practices. Companies must now focus on creating more branded content and securing third-party mentions.
Experts indicate that as some consumers adopt ChatGPT for shopping, digital marketing strategies oriented toward web searches need to evolve. The potential impact of generative AI on search engines became apparent when Apple’s senior vice president of services mentioned a decrease in Safari web browsing for the first time in two decades, linked to users migrating to large language models.
Although Google countered these assertions, claiming continued growth in search queries, data suggests ChatGPT’s growing influence on shopping habits. From late October to mid-January, Amazon.com emerged as the most visited domain referred from ChatGPT’s search function, accounting for 9.13% of traffic, according to a survey by Datos.
E-commerce domains captured 12.65% of such referrals, trailing behind news (21.42%) and academic (17.81%) domains. This trend necessitates changes in how marketers position their brands. Traditional marketing relies on search engine optimization (SEO) to increase visibility in Google searches, focusing on keywords, website load times, and mobile optimization.
Marketers now need to adapt to queries from large language models, which extract information from online content and third-party platforms like Reddit and X. Yaron Litwin, chief marketing officer of a content-filtering software firm, noted that digital marketing has shifted from securing clicks to gaining mentions due to the rise of LLMs.
Retail brands and other sectors are beginning to adopt AI marketing strategies to stay ahead. Erik Huberman, CEO of Hawke Media, explained that seeking top-rated products like running shoes now involves conversational interactions with LLMs, which provide users with options and rationale.
Although marketers are adjusting to LLM optimization, Huberman stated that the increase in ChatGPT-driven shopping is not yet significantly disruptive. He mentioned, “We haven’t seen a concerning drop in organic traffic… but we’re preparing for the future.”
Hawke Media partners with Gumshoe, an AI optimization expert, to understand how brands are perceived by LLMs through generated AI-driven conversations. Christine Wetzler, president of Pietryla PR & Marketing, emphasized the newfound importance of brand reputation in this context, stating that credibility is increasingly built externally.
Companies are urged to develop “brand storytelling” that aligns with their voice, presented in accessible formats like articles and customer reviews. Lauren Petrullo, CEO of Mongoose Media, referred to this as the “new digital billboard,” warning that if companies are misrepresented, AI could fill in the gaps inaccurately.
This report was originally featured on Fortune.com.
