What is conversational commerce in AI and how do I prepare my brand for it?

Conversational commerce is real and growing, though still early.

What’s happening now:

1. AI-influenced discovery - Users ask ChatGPT/Perplexity what to buy
2. Recommendation stage - AI suggests products before user visits sites
3. Purchase assistance - Some AI tools can help complete purchases

Current scale:

• ~15-20% of users have asked AI for product recommendations (surveys)
• Growing rapidly, especially among younger demographics
• Full conversational purchases still limited

The shift in user journey:

Is it hype?

The ultimate vision (full conversational purchases) is 3-5 years away. But AI influence on discovery and consideration is happening NOW.

Prepare for AI-mediated discovery today. Full conversational commerce tomorrow.

Enterprise retail perspective.

What we’re seeing:

• 8% of traffic now comes from AI-influenced sources
• Users arrive more informed (asked AI before visiting)
• Conversion rates higher from AI-referred traffic
• Product discovery increasingly happens off-site

Our response:

Product data:

• Enhanced descriptions for AI consumption
• Specific use cases and ideal customer profiles
• Clear differentiation statements

Content strategy:

• Comparison content (honest, helpful)
• Buying guides by customer segment
• FAQ content matching AI query patterns

Monitoring:

• Weekly AI recommendation tracking
• Category-level visibility analysis
• Competitor recommendation monitoring

Channel investment:

• Less: Generic product pages
• More: Decision-support content
• More: Third-party review/coverage

The mindset:

Think of AI as a new channel, like a shopping assistant. Make sure your products are well-represented to this “assistant.”

Voice commerce perspective.

Voice + AI = conversational commerce:

“Alexa, reorder laundry detergent” - already happening “Hey Google, what’s the best vacuum for pet hair?” - happening more

Voice commerce considerations:

1. Default bias - Voice often suggests one option, not a list
2. Brand recall - Users often specify brands they know
3. Recommendation weight - First/only suggestion matters enormously

Implications:

Being AI’s recommendation is even more critical in voice contexts. There’s no list to scroll - just one recommendation.

How to prepare:

• Ensure brand name is easy to pronounce
• Build strong category association
• Focus on being THE recommendation, not just included

Current state:

Voice commerce is small but growing. Prepare now for when it’s big.

Product content perspective.

What AI needs to recommend your products:

The product page checklist:

• Clear product name and category
• Specific feature list (not vague marketing speak)
• Who this product is best for
• What makes it different from alternatives
• Key specifications
• Price point (or range)

What to avoid:

• Vague benefit statements (“Best quality!”)
• Missing specifications
• No comparison context
• Only promotional content

The goal:

Make it easy for AI to understand and recommend your product appropriately.

Small business perspective.

Worried about big brands dominating AI recommendations?

There’s actually opportunity for small brands:

Where small brands can win:

1. Niche queries - “Best organic dog food for sensitive stomachs”
2. Specific use cases - AI needs variety to recommend
3. Authentic reviews - Real customers talking about you
4. Expert positioning - Deep expertise in your area

What we’re doing:

• Creating very specific use case content
• Building genuine review presence
• Positioning as the expert for our niche
• Monitoring AI recommendations in our category

Early results:

For broad queries: Big brands dominate For specific queries: We compete effectively

The strategy:

Don’t try to win “best laptop.” Win “best laptop for traveling musicians under $1000.”

Own your niche in conversational commerce.

Future-looking perspective.

Where conversational commerce is heading:

Near-term (1-2 years):

• AI influences more purchase decisions
• Some direct purchase integration
• Voice commerce grows

Medium-term (3-5 years):

• AI agents that shop for you
• Persistent AI understanding of your preferences
• More purchases completed in conversation

Long-term (5+ years):

• AI-mediated shopping as primary mode
• Brands optimizing for AI relationships
• New advertising/placement models

What to do now:

1. Build AI visibility for current discovery influence
2. Prepare product data for future integration
3. Monitor evolution of platforms
4. Experiment with early conversational tools

The risk of waiting:

Brands that build AI visibility now have advantage. Playing catch-up later is harder.

Clear picture now. My takeaways:

Current state:

AI influences discovery and consideration TODAY. Full conversational purchase is COMING.

What to do now:

Product optimization:

• Detailed, specific descriptions
• Clear use cases and target customers
• Differentiation from alternatives
• Schema markup

Content creation:

• Comparison content featuring our products
• Use case specific pages
• Buying guides for our category
• FAQ matching AI query patterns

Visibility building:

• Reviews on relevant platforms
• Third-party coverage pursuit
• Authority content in our space

Monitoring:

• Track AI recommendations with Am I Cited
• Monitor competitor visibility
• Watch platform evolution

The strategy:

Treat AI as a new shopping channel. Optimize for AI-mediated discovery now. Prepare for conversational purchases as they emerge.

Thanks everyone - this is actionable.