The growing influence of generative AI on traditional search engines was highlighted when Apple’s senior vice president of services reported that Safari web browsing decreased for the first time in two decades, attributing this decline to users shifting to large language models (LLMs).
Google contested these assertions, stating its search engine continues “to see overall query growth.” However, emerging data suggests ChatGPT is making inroads in online shopping behavior.
A survey by Datos revealed that between late October and mid-January, Amazon.com was the most frequently visited domain referred from ChatGPT’s search function, accounting for 9.13% of all traffic. E-commerce domains collectively received 12.65% of traffic, falling behind news (21.42%) and academic (17.81%) domains.
The rising trend of AI-assisted shopping is transforming marketing strategies. While traditional marketing has centered on search engine optimization (SEO) techniques to improve visibility in Google resultsโfocusing on keywords, site load times, and mobile compatibilityโmarketers now must optimize for LLM queries that pull from various online sources including websites and social media platforms.
“Until recently, digital marketing was all about winning the clicks. With the rise of LLMs, it is now all about winning the mentions,” explained Yaron Litwin, chief marketing officer of the Parent Control App.
The search experience itself is evolving into “more of a conversation,” according to Erik Huberman, CEO of Hawke Media. When users search for top-rated running shoes, for example, LLMs provide options while explaining why each shoe matches the specific query criteria.
Despite these shifts, Huberman noted that the increase in ChatGPT shopping hasn’t yet caused significant disruption: “We haven’t seen like a drop in organic traffic that’s anything concerning…no alarm bells have gone off, but we know it’s coming, so we’re prepping for it.”
Hawke Media has partnered with Gumshoe, an AI optimization specialist that helps marketers understand how LLMs perceive and discuss their brands by generating thousands of AI-powered conversations.
As LLMs adopt a more holistic approach to information gathering, brand reputation becomes increasingly important. “Credibility is being built outside your site now,” said Christine Wetzler, President of Pietryla PR & Marketing, emphasizing the need for companies to curate “brand storytelling” through articles, blogs, and customer reviews that LLMs can easily digest.
Lauren Petrullo, CEO of Mongoose Media, warned: “This is your new digital billboard. If your company isn’t correctly represented, AI will fill in the blanks often inaccurately.”
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