With OpenAI’s recent announcement that ChatGPT can now purchase products on behalf of users, and Shopify integration on the horizon, brand visibility is more critical than ever. This is a pivot away from purely data-led performance marketing and back to a world where brand is king.
Influencer presence, social reach, SEO authority, and omnichannel awareness are now what AI tools use to decide which brands get recommended.
We believe it is imperative that brands understand these AI platform changes will affect them.
How AI Is Redefining Brand Value In Commerce
AI is changing the way consumers interact with businesses. Not only are they able to discover and engage with brands in nivel ways, but now they can even shop without ever visiting a brand owned sales funnel.
The new ChatGPT Shop feature is the first (but certainly not the last) example of AI platforms allowing users to buy directly through them. It lets users discover and compare products through natural, personalised conversations – like having a shopping assistant built into your chat.
This kind of seamless, AI-driven experience not only makes shopping easier but also helps brands deliver more value through convenience and relevance.
Unlike traditional search engines and social media, product results will be personalised based on the user, rather than paid placement taking over. This could be a compelling selling point for users who are sceptical about online recommendations.
Why Omnichannel Presence Is Now Critical
With the launch of ChatGPT Shop, having an omnichannel presence has become more important than ever. Customers aren’t just shopping online, they discover products through social media, voice assistants, and now AI-powered chats.
Being available across all these touchpoints ensures brands can show up wherever their customers are, offering a consistent experience.
How Do I Stay Visible In AI-First Environments
As AI-first platforms become part of how people discover and interact with products, brands need to rethink how they stay visible, especially with the launch of ChatGPT Shop in the U.S.
It’s no longer just about SEO or social media, it’s about being integrated into the AI’s understanding of what customers want. The goal is to have clear brand messaging, high-quality product data, and strong digital storefronts that AI can recommend.
Visibility comes from being AI-ready so that your brand shows up when it matters most.
To learn more about how CEEK Marketing can make your business ready for an AI first environment, get in touch with us today.