Скачать или смотреть AI search: what matters, what doesn’t, and what’s next

AI Search for ecommerce is here. In this next + future podcast episode we unpack how shoppers use ChatGPT, Google Gemini, Claude, Perplexity and Amazon Rufus to choose products without traditional keyword search.

Guest: Stephen Honight (ex Unilever, LEGO and Mars) shares what is changing in AI driven discovery and what brands should do now.

We discuss AI Search, GEO (Generative Engine Optimisation) and AEO (Answer Engine Optimisation), content and signals that get cited by LLMs, and how to set up measurement for AI referrals using GA4 and Search Console. How retail will evolve with Agentic commerce and what to do about it.

Topics:

00:00 Why AI search doesn't have a second page
02:55 How discovery is collapsing inside AI models
04:30 Why early AI search traffic converts so well
06:20 AI search vs SEO: what changes, what doesn’t
07:15 Where AI search sits across brand, growth, and ecommerce
08:10 Who inside organisations should own AI search strategy
09:25 How agentic commerce works, and how long until AI starts buying for us
18:40 Trust, citations, and why consistency matters more than hacks
25:30 What this shift means for pricing, data, and customer ownership
44:05 Why gaming AI search now will backfire later