As the digital landscape evolves, few are as tuned into the intersection of AI and ecommerce as Zainab Hussain, our retail expert and e-commerce strategist with deep experience in customer engagement and operations management. With AI-powered search reshaping how consumers discover products, Zainab offers unparalleled insights into the tools and strategies brands need to stay visible in this new era. Today, we dive into her expertise on pioneering platforms that track AI search rankings, the dramatic shift in consumer behavior, and the innovative features helping brands adapt to a future where AI could influence billions in spending. From real-world challenges to actionable solutions and bold predictions, this conversation unpacks the cutting edge of ecommerce visibility.
How did you first recognize the potential of AI-driven search as a game-changer for ecommerce, and what inspired you to focus on this area?
I’ve been in the ecommerce space for over a decade, and about a few years ago, I started noticing a subtle but seismic shift in how people were finding products online. It wasn’t just Google anymore; consumers were turning to conversational tools and AI assistants for recommendations, often bypassing traditional search entirely. I remember working with a mid-sized European retailer who couldn’t figure out why their Google rankings were stellar, but their sales were plateauing—they were completely invisible in AI responses. That was my “aha” moment; I realized that brands needed a new kind of visibility strategy, one that decoded how AI models prioritize products. Diving into this area felt like stepping into uncharted territory, but also incredibly urgent, as data now shows 50% of consumers are using AI-powered search for purchases. It’s been thrilling to help brands navigate this shift and turn a blind spot into a competitive edge.
What’s the most striking difference you’ve seen between traditional SEO and AI search visibility, and how does this impact the way brands should approach their online presence?
The biggest difference is the personalization and context AI search brings to the table, compared to the more static, keyword-driven nature of traditional SEO. With AI tools, it’s not just about ranking for a term; it’s about understanding how a model interprets a brand or product in a conversational query, often pulling from a mix of sources to craft a tailored response. I’ve seen brands with top Google rankings get buried in AI results because their content wasn’t structured in a way that resonated with how these models analyze sentiment or relevance. For instance, a health supplement company I advised had great SEO but was rarely recommended by AI tools until we adjusted their content to focus on user-specific pain points, which the models picked up as more actionable. This impacts brands profoundly—they must now think about narrative, tone, and detailed product data, not just keywords. It’s a more human-centric approach, ironically driven by machines, and ignoring it means missing out on a huge chunk of potential customers.
Can you walk us through a specific example of a brand struggling with AI search visibility and how a targeted solution turned things around for them?
Absolutely, I worked with a European wellness brand that was shocked to learn they barely appeared in AI-generated shopping responses, despite strong traditional search performance. When we dug into the data, we found that while their website was optimized for Google, AI tools weren’t picking up their products because the content lacked specific, user-focused details—like how their supplements addressed niche health concerns. We used a platform’s analytics to pinpoint exactly where they were falling short, then revamped their product descriptions and partnered with relevant blogs to build citations that AI models often reference. Within a month, their visibility in AI responses jumped, and they saw a noticeable uptick in direct inquiries tied to those tools. It was like flipping a switch; suddenly, they weren’t just discoverable—they were being recommended. Seeing their team’s excitement when they realized they could compete in this new space was incredibly rewarding, and it underscored how critical these platforms are for leveling the playing field.
With projections showing AI search influencing $750 billion in spending by 2028, how do you envision the ecommerce landscape evolving, and what should brands prioritize to stay ahead?
By 2028, I believe AI search will be the dominant discovery channel, fundamentally altering how ecommerce operates—think of it as a virtual shopping assistant that knows your preferences better than you do. We’re already seeing 50% of consumers leaning on AI tools for purchase decisions, and that number will only grow as interfaces become more intuitive. I picture a scenario where a consumer asks an AI tool for “the best eco-friendly running shoes under $100,” and instead of a list of links, they get a curated response with product comparisons, reviews, and direct purchase options, all in seconds. Brands need to prioritize visibility in these systems by investing in tools that track their AI rankings and provide actionable insights, much like early adopters did with SEO two decades ago. They also need to focus on rich, structured content that answers specific consumer intents, because that’s what AI latches onto. If they don’t adapt now, they risk being invisible to a massive, growing segment of buyers, and that’s a gamble no brand can afford.
Why do you think only 16% of brands currently track their AI search performance, and what’s the biggest misconception they have about this space?
The low adoption rate—only 16% of brands tracking AI search—stems largely from a lack of awareness and the inertia of sticking to what’s worked before, like traditional SEO. Many brand managers I’ve spoken with assume that if they’re doing well on Google, they’re covered everywhere, not realizing AI search operates on a completely different logic, often prioritizing conversational relevance over backlinks or keywords. I recall a tech accessory brand that was blindsided when they saw their products weren’t even mentioned in AI responses, despite high Google rankings; they thought SEO was a universal solution. There’s also a misconception that AI search is a niche or future concern, when in reality, it’s already shaping billions in potential spending. Overcoming this requires education and access to platforms that demystify AI visibility, showing brands in black-and-white terms how often they’re seen—or ignored. Once they see the gap, the urgency clicks, and they’re eager to act.
Looking at rapid growth stories in this space, what do you think are the key factors behind a platform or brand achieving fast traction, like reaching $100K ARR in just two months?
Reaching $100K ARR in just two months is no small feat, and it often comes down to a mix of timing, innovation, and laser-focused execution. In the AI search space, the timing couldn’t be better—consumers are adopting these tools at an unprecedented rate, with 50% already using them for purchases, creating a ripe market for solutions. The innovation factor is critical; offering something unique, like detailed product-level visibility in AI responses, sets a platform apart when brands are desperate for clarity in this new frontier. I’ve seen firsthand how quickly brands latch onto a tool that solves a pain point they didn’t even fully articulate—like a SaaS company I advised that doubled its lead gen after using such a platform to tweak content for AI recommendations. Execution is the final piece: rapid onboarding, clear results, and word-of-mouth from early adopters, like supporting 20 brands in a short span, build trust fast. It’s a whirlwind, but when you’re solving a real, urgent problem, the momentum just snowballs.
As tools like AI Copilots emerge to offer tailored content recommendations, how do you see these shaping the day-to-day operations of ecommerce brands?
AI Copilots are a game-changer for ecommerce operations because they take the guesswork out of content strategy and turn raw data into specific, actionable steps. Imagine a brand manager logging in each morning to a dashboard that not only shows where their products rank in AI search but also suggests exactly what blog post to write or which website to target for citations to boost visibility. I’ve seen these tools analyze patterns in AI responses—like which terms or sentiments drive recommendations—and translate that into precise guidance, saving teams hours of trial and error. For a wellness brand I worked with, implementing Copilot recommendations meant shifting their focus to user testimonials, which AI tools picked up as credible, leading to a noticeable bump in mentions. It’s like having a strategist on speed dial, constantly fine-tuning your approach. For day-to-day operations, this means faster decision-making, more efficient resource allocation, and ultimately, a tighter grip on an otherwise slippery, evolving landscape.
What is your forecast for the future of AI search in ecommerce, and how do you see it unfolding over the next five years?
Looking ahead, I’m confident that AI search will become the backbone of ecommerce discovery within the next five years, with platforms like ChatGPT and others evolving into full-fledged shopping ecosystems. I foresee a world where AI doesn’t just suggest products but anticipates needs based on past behavior, context, and even mood—think asking for “a cozy gift for a friend who loves winter” and getting a curated set of scarves and hot cocoa mixes instantly. With projections estimating $750 billion in spending influenced by AI search by 2028, brands that don’t adapt will be left behind, while early movers will dominate through hyper-personalized engagement. The challenge will be balancing privacy with personalization, but I believe advancements in ethical AI will address this. My forecast is that we’ll see an explosion of tools and integrations—like with Shopify—that make AI visibility as standard as SEO is today. I’m excited to see how this unfolds, and I truly believe it will redefine trust and connection between brands and consumers in ways we’re only beginning to imagine.
