Generative engine optimization (GEO) is emerging as a significant trend as consumers increasingly use large language models, like ChatGPT, for product recommendations. A surge in traffic driven by AI sources to retail websites has been observed, along with a notable preference for these tools in making purchase decisions. 72% of consumers regularly use these models, leading retailers to reconsider marketing strategies. These shifts suggest that consumers prefer interactive experiences with AI over traditional search methods when seeking shopping advice.
As consumers are increasingly utilizing large language models like ChatGPT, 72% use these tools regularly for product recommendations, making these engines 'the new influencers'.
Traffic AI sources are driving to retailer websites has risen 1,200% between July 2024 and February 2025, and grew 3,300% year over year during Amazon's Prime Day event.
For generative AI users, 18% say it's a top tool for purchase recommendation, behind only physical stores and ahead of social media.
Retailers and brands may need to shift their marketing strategies to keep up with the evolving landscape of how consumers shop.
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