Many dynamic website features, often coded in JavaScript, are invisible to generative AI models like ChatGPT. This limitation is increasingly significant as AI technologies are being implemented to assist users in shopping. The traffic from generative AI sources to retailer websites has surged, demonstrating a growing reliance on AI for driving online sales. Innovations in AI shopping agents are allowing these systems to perform tasks autonomously, such as navigating websites and processing purchases, marking the beginning of a shift towards AI-driven online consumer interactions.
To the large language models that underlie ChatGPT and other generative AI, many of these features might as well not exist. They're often written in the programming language JavaScript.
A lot of your site might actually be invisible to an LLM from the jump, said A.J. Ghergich, global vice president of Botify.
US retailers saw a 1,200 percent jump in visits from generative AI sources between July 2024 and February 2025, according to Adobe Analytics.
Salesforce predicts AI platforms and AI agents will drive $260 billion in global online sales this holiday season.
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