Gemini Enterprise for CX: What does this mean for ecom brands?
How it works in practice
Customers who search for something like “I’m looking for a king size grey divan bed, and have a budget of £2,000” will be presented with a range of options, without having to further clarify these factors. The shopping agent will also take into account things like previous purchase history, and stock availability, to provide users with a shortlist of products that are most relevant to them.
With consent, it will then add products to users’ baskets; and if brands invest in the customer experience aspect, it can even manage the post-purchase process to.
The key differentiator
It’s not just written searches the agent can understand – it’s voice, image, and video too. This is a huge leapfrog over OpenAI, who launched single-cart purchases with ChatGPT in the US for Etsy users back in Sept 25, but has yet to launch this across countries, enable multi-basket purchases, or expand beyond Etsy.
What brands should do now
Brands need to stop shying away from AI! If brands don’t start looking at this as a potential revenue stream, while their competitors do, they’re going to miss out six months down the line, and struggle to close that visibility gap.
Luckily, optimising for ecom searches in AI is still best-practice SEO, so investing time in this area benefits brands across both AI and traditional search:
- Optimise landing page and product pages – incorporate keywords, add in trust signals, and implement relevant structured data.
- Optimise organic shopping listings – incorporate keywords, ensure variants are added in, and information is identical to on-site product pages.
- Optimise images – make sure they’re high-res and fast loading, add in alt text, have a neutral background with good lighting, and for fashion brands, ensure they’re model-worn.
What’s next?
Paid ads have been popping up in AIOs and AI Mode, and they’ve now been confirmed in ChatGPT. With this being a viable revenue stream, we predict paid ads are going to be introduced imminently across all LLMs. What this means, is brands need to ensure their paid ads are optimised; and organic and paid teams are knowledge sharing, to reduce CPCs, and increase revenue.
Our other prediction is that ChatGPT is going to push live their next phase of in-LLM shopping imminently – whether that’s rolling it out to multi-basket, to Shopify sites, and outside of the US, or all three. The main question is, is whether it’s too little too late, as they play catch up with Gemini.
Want to learn more?
Join our upcoming LLM training in Manchester, where we’ll be breaking down exactly how to optimise for this new era of search; or take a look at our GEO SEO approach, to help drive your visibility across both traditional and AI search.