The rise of artificial intelligence is reshaping online product recommendations, prompting brands to adapt their strategies. Increasingly, consumers are turning to AI tools like ChatGPT, Claude, or Gemini for advice on what to buy, which is influencing how brands are perceived in digital landscapes.
Traditionally, brands have focused on optimising their presence on physical and digital store shelves. However, a new challenge has emerged — the “AI shelf”. This term was coined by tech writer Deana Burke, who conducted an experiment to see if AI chatbots would recommend her completely fictional natural deodorant brand. Remarkably, her brand did gain visibility on this AI shelf, highlighting the importance of understanding AI recommendations.
As the discovery of products shifts from physical and digital shelves to AI-driven platforms, brands face questions about how these algorithms determine which products to feature. Understanding the workings of these systems is crucial, especially for emerging brands aiming to secure visibility on AI platforms.
Exploring the Impact of AI on Product Trends
In a recent episode of the Modern Retail Podcast, Jessica Wright, Senior Vice President of Product at Spins Foundry, delved into the implications of AI shelves in consumer-packaged goods (CPG) trends. The discussion focused on how personalised AI recommendations are transforming the industry.
Navigating AI-Driven Marketing
The podcast explored strategies for brands to make their products more accessible to AI agents, which is vital for gaining traction in this new landscape. Additionally, the conversation highlighted how the incorporation of AI data is reshaping both organic and paid marketing practices, underscoring a paradigm shift in how brands connect with consumers.
Reporting based on coverage first published by modernretail.co.