Conversational AI assistants like ChatGPT are fundamentally changing how consumers discover and research products. Rather than clicking through search engine results, shoppers increasingly turn to AI chatbots for personalized recommendations. According to eMarketer, 37.1% of US shoppers plan to use AI tools to research gift ideas this holiday season (Retail TouchPoints), and AI chatbots are expected to help 63.3 million US shoppers this year alone (Retail TouchPoints).
The shift creates a critical visibility challenge for brands. Unlike traditional search engines that display multiple results, AI assistants narrow options down to a handful of recommendations based on user preferences and available web data. Brand visibility across retailer sites, social media, marketplaces, and review platforms now directly impacts how AI systems surface products in conversations (Retail TouchPoints). For commerce practitioners, this means optimizing digital presence and integrating conversational AI advertising into omnichannel strategies is no longer optional.
Brands should treat AI assistants as part of the broader shopping journey rather than a standalone channel. Conversational AI ads complement programmatic channels like connected TV and display to create a connected path from awareness through purchase decision, helping brands maintain visibility wherever consumers research and shop (Retail TouchPoints).