As generative-AI tools like ChatGPT and Google Gemini rise in popularity for shopping guidance, traditional U.S. retailers are scrambling to adapt. Rather than relying solely on search-engine ads or website traffic, many stores are now optimizing their content for AI — trying to get picked up by AI agents when shoppers ask for product advice or shopping recommendations.
The shift has triggered a surge in content creation. Some brands report going from a handful of blog posts a month to hundreds — all aimed at being “AI-friendly.” Behind the scenes, firms such as Evertune.ai help retailers build content and sites designed mostly for AI scrapers — machines that scan the web for data to feed into chatbots rather than humans.
So far, traffic coming from AI agents remains small: for example, referrals from ChatGPT to big platforms like Amazon, Walmart or eBay accounted for less than 1% of overall traffic in October. Still, retailers say these AI-driven shoppers show high purchase intent — meaning those few visits often convert better than many traditional ones.
What this trend suggests is a deeper transformation in retail: the battleground is shifting from just “being seen by people browsing” to “being discovered by AI.” As shopping behavior changes, success might increasingly depend on technical optimization for algorithms, not just storefront design or ad spending — a shift that could reshape how e-commerce works worldwide.
