"Large language models are already transforming the way consumers find and buy products, letting them ask questions in natural language to get more tailored recommendations than what they typically receive from traditional keyword searches. That's just the start. In September 2025, OpenAI announced deals with Shopify and Etsy to let shoppers buy from their platforms directly through ChatGPT, while Google and Perplexity have unveiled agents that can complete purchases on a shopper's behalf."
"Researchers found 2.1 percent of a sample of 1.1 million messages sent to ChatGPT between May 2024 and July 2025 sought information about purchasable products. Still, that's a significant amount of traffic given the authors said ChatGPT received 18 billion messages per week, and it continues to grow. If consumers now get a short list of product recommendations, rather than a long list of links to sources to sift through themselves, brands not appearing in that consideration set may as well be invisible."
"It's kicked off a race to improve what's known as answer-engine optimisation (AEO) or generative-engine optimisation (GEO), as opposed to traditional search engine optimisation (SEO). Profound is among a crop of startups on the frontlines of assisting retailers such as Mejuri to adapt to this new environment. In August 2025, the company announced a $35 million funding round led by Sequoia Capital, with participation from Kleiner Perkins, Khosla Ventures, Saga VC and South Park Commons."
Large language models are transforming how consumers find and buy products by enabling natural-language questions and tailored recommendations. OpenAI struck deals with Shopify and Etsy to let shoppers purchase directly through ChatGPT, while Google and Perplexity launched agents that can complete purchases on a shopper's behalf. Shopping queries remain a small share of AI use—researchers found 2.1 percent of 1.1 million ChatGPT messages were about purchasable products—but the absolute volume is large given ChatGPT's reported 18 billion weekly messages. The shift favors brands that appear in concise recommendation lists, prompting a race toward answer-engine optimisation (AEO) or generative-engine optimisation (GEO). Startups like Profound help retailers adapt and secured substantial venture funding.
Read at The Business of Fashion
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