A five star review (Adobe Stock)
For the last 20 years, brands have spent an enormous amount of time and money making sure people can find them.
AI shopping has changed the question…
When an AI assistant is comparing products and deciding what to recommend, visibility alone isn’t much use. It needs evidence. Reviews, expert opinion, retailer data, Reddit, Wikipedia, product information. All the signals that help it work out whether what a brand says is actually true.
Which means we may be moving from a world where brands optimise for discovery, to one where they have to optimise for confidence.
Jon Williams delves into what this means for marketers, why product pages suddenly have two audiences, and why even a very large media budget might not buy you the recommendation.
Read Jon’s full article in The Drum, published on 06.08.26: https://www.thedrum.com/opinion/jon-williams-ai-shopping-will-reward-brands-that-can-prove-their-claims.
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