The Beauty Brands ChatGPT Tells People to Buy

"Consumers are beginning to think of LLMs as a genuine resource and an expert. Hours of online research are now being compressed into a few seconds thanks to large language models (LLMs) powering tools like OpenAI's ChatGPT, Google's Gemini or Microsoft's Copilot."

"Shopify, which has partnered with ChatGPT, Gemini and Copilot, has seen 15-fold growth in AI-driven searches. This has motivated brands to invest in generative engine optimisation (GEO) tactics like bulking up blog post content and pitching to be included in 'best of' product lists."

"While there are plenty of tools that exist to measure search engine optimisation, and some of them work for LLMs, shoppers can write in long prompts rather than merely use keywords or phrases. LLM companies have created features like ChatGPT's product listing-filled 'shopping research mode' to ensure product listings show up like they would on an e-commerce site."

Beauty influencers are leveraging large language models (LLMs) such as ChatGPT, Google's Gemini, and Microsoft's Copilot to generate customized skincare routines by providing specific prompts that yield detailed product recommendations and usage instructions. This trend reflects a broader shift where consumers view LLMs as trusted expert resources for shopping decisions. Shopify has reported 15-fold growth in AI-driven searches following partnerships with major LLM platforms. In response, beauty brands are investing in generative engine optimization (GEO) strategies, including expanding blog content and securing placements on curated product lists. However, measuring GEO's return on investment remains challenging due to the complexity of LLM search behavior, which relies on conversational prompts rather than traditional keywords. LLM companies have introduced features like ChatGPT's shopping research mode to display product listings with images, mirroring traditional e-commerce interfaces.

Read at The Business of Fashion