A few years ago, the retail industry experienced a major disruption with the rise of e-commerce. Consumers began to migrate from shopping in physical stores to digital platforms, giving rise to new shopping behaviors such as webrooming (researching products online and then buying in physical stores) and showrooming (researching in physical stores and then buying online). Today, we are facing another radical change: product research using AI agents, such as ChatGPT, which are transforming the way we interact with brands and make purchasing decisions.
How AI agents are reducing the influence of middlemen?
AI agents, such as ChatGPT, are changing the game by allowing consumers to compare product reviews, prices, and availability in a matter of seconds. This reduces the dependence on intermediaries such as Google, Amazon, or even influencers, as AI agents can offer personalized and bias-free recommendations.
For brands, this represents a great opportunity to drive sales directly, without relying on third parties. However, it also implies the need to adapt the content structure and information published on their web portals to be recognizable and relevant to these AI agents. If you want to delve deeper into how artificial intelligence is transforming the design of digital experiences, we recommend reading our article on UX/UI and AI design trends.
Key factors that will influence purchasing decisions with AI agents
In this new scenario, purchasing decisions will depend less on where the product is sold and more on factors such as:
- Price: Which brand offers the most competitive price?
- Availability: How quickly can the product be delivered to the customer?
- Reliability: Does the brand have a history of on-time shipping? Does it measure customer satisfaction?
- Ease of returns: Does the brand have clear policies and a simple process for returns?
- Service quality: Does it use secure payment gateways and reliable courier services?
These factors will be crucial for brands to stand out in an AI-dominated environment. If you’re interested in learning more about how to optimize your website’s usability and conversion, don’t miss our guide on UX/UI optimization.
SEO + AAO: Optimization for AI Agents
Just as SEO helps brands rank on traditional search engines, AI Agent Optimization (AAO) will be key in the future. Here are some strategies to prepare yourself:
Highlight your strengths and differentiating factors:
- Focus on the quality, innovation and customer service of your products. AI agents will prioritize brands that offer real value.
Makes it easier to identify your products:
- Use clear labels and detailed descriptions that include information like price, materials, technical specifications, and availability.
- Incorporate unique identifiers like GTIN, UPC, or SKU codes so AI agents can easily recognize your products.
Optimize your presence in relevant information sources:
- Make sure your products have positive reviews on your website and on platforms like Reddit, Trustpilot, or Google Reviews.
- Participate in online forums and communities where consumers discuss products and brands.
Structure your data for AI:
- Use schema markup so AI agents can efficiently understand and classify your content.
- Make sure your website is optimized for voice search, as many AI agents operate through voice commands.
Conclusion: Prepare for the era of AI agents
Brands that succeed in the AI era will be those that can consistently demonstrate their differentiators and optimize their presence for AI agents. At Blaster, we help you create digital experiences that not only meet accessibility best practices, but are also aligned with the latest trends in SEO and AI optimization.
Ready to take your strategy to the next level? Contact us today for personalized advice and to start preparing your brand for the future. If you’re interested in learning more about how service design can improve the customer experience, be sure to read our guide on service design.
