As technology continues to reshape our shopping experiences, generative AI stands at the forefront of this transformation. The recent launch of the iPhone 16, featuring Apple’s generative AI capabilities termed Apple Intelligence, highlights this trend. This device integrates AI to assist users in everyday tasks such as organizing emails and scheduling events, but it also signals a potential revolution in how consumers discover and purchase products, particularly in the realms of fashion and beauty.

The introduction of generative AI into everyday tech is not just a gimmick; it represents a significant shift in consumer behavior. The ability of AI models to process vast amounts of data and present concise, relevant answers promises to streamline online product searches. For instance, the strength of generative AI, as exemplified by tools like ChatGPT, lies in its capacity to ingest data and summarize it effectively. This process is not without its flaws, however, as the AI does not inherently understand information but rather generates results based on predictive algorithms.

Google has already begun incorporating AI into its search results, advocating for a hands-free experience where users can simply ask questions and receive immediate answers. This paradigm shift from searching to asking is particularly appealing to consumers—86% of those surveyed by IBM expressed interest in harnessing AI to navigate product research efficiently. This statistic underscores a growing consumer desire for assistance in sifting through the overwhelming amount of information available online.

Kirsten Green, a partner at Forerunner Ventures, emphasizes this shift in consumer expectations. She suggests that shoppers are increasingly burdened by choice and are seeking tools that offer curated recommendations rather than endless options. This transition from “access” to “edit” reflects a consumer preference for expert guidance in a crowded marketplace.

So, what might this shift from access to edit look like in practical terms? Consider the example of searching for “best men’s gym shorts.” A traditional Google search typically yields a list of links to reviews, forcing the consumer to interpret the information on their own. In contrast, inputting the same query into a generative AI platform like ChatGPT produces a ranked list of recommendations, complete with detailed bullet points outlining each product’s features and applications.

This format not only alters the digestion of information but also impacts what information is presented. For instance, ChatGPT may highlight a product that was not ranked highly in a standard search result, effectively changing the buying choices available to consumers. If users interpret AI-generated lists as authoritative rankings, brands gaining visibility through these AI tools might see significant benefits, while those omitted could face challenges.

Given this potential for varying visibility, AI optimization is poised to eclipse traditional search-engine optimization. As organizations look for ways to ensure their products are recommended by AI systems, a new category of strategies will emerge, reflecting the nuanced interactions between AI outputs and consumer behaviors. Recent research suggests that businesses can influence AI recommendations by integrating specific keywords or sequences into product descriptions, underscoring the need for adaptive marketing strategies.

However, the reality is that while AI-powered product searches hold vast potential, they remain largely underutilized. Pew Research indicates that only 23% of U.S. adults had engaged with ChatGPT by March 2024. Even more telling, many who experimented with the tool did so only once. While companies like Amazon and Shopify have developed AI chatbots to aid shopping, these remain primarily confined to their respective platforms.

The recent iPhone launch suggests Apple may enhance the visibility and usage of ChatGPT, yet it remains uncertain whether product searches will be integrated through Siri or remain reliant on traditional search engines. Google itself confirmed that its AI-enhanced search features are still limited in applicability to broader product inquiries, focusing instead on specific gift-related searches.

The integration of generative AI into online shopping highlights both the opportunities and challenges of this technology. For consumers, AI promises a more efficient and personalized shopping journey that can alleviate information overload. For brands, it necessitates a proactive approach to optimize visibility in a new landscape dictated by AI algorithms. As AI continues to evolve, so too will the dynamics of consumer engagement and brand relevance, marking a pivotal chapter in the intersection of technology and commerce.