When a shopper asks ChatGPT what protein powder to buy, which laundry detergent works best, or what OTC pain reliever is safest for daily use, your brand either makes the shortlist or it doesn’t. There’s no second page. No scrolling. No “maybe they’ll notice us further down.”
AI gives two or three recommendations. That’s it.
So here’s the uncomfortable question: Are you one of them?
The Math Has Changed
Traditional search—whether Google or Amazon—might surface dozens of options on a single page. A shopper scrolling through results gave your brand a fighting chance. Even if you weren’t at the top, you could still get noticed. You could still compete.
AI flips this entirely. Shoppers don’t scroll through AI recommendations. They receive a curated handful of suggestions and move on. Your 1-in-10 shot at being noticed just became a 1-in-3 opportunity for brands that make the cut—and zero opportunity for brands that don’t.
At Nailbiter, we see shoppers using AI to research products, build lists, and narrow options before they ever visit a retailer. The question isn’t whether this is happening. The question is how it’s happening in your category, how many shoppers rely on it, and how this phenomenon is becoming the new norm.
Two Moments That Matter
AI is showing up at two critical points in the shopper journey.
First, the pre-shop phase. Consumers are turning to ChatGPT, Gemini, and Perplexity to learn about products and get recommendations before they start shopping. They’re asking questions, comparing options, and building consideration sets with AI’s help—all before they’ve opened a retailer app or walked into a store.
Second, the online journey now has companions like Amazon’s Rufus, Walmart’s Sparky, and a proliferation of branded AI assistants. These embedded AI tools summarize reviews, answer product questions, and make suggestions while shoppers actively browse.
Both moments matter. A brand might win the pre-shop recommendation but lose the sale when Rufus surfaces negative review themes. Or a brand might be invisible during research but get recommended at the point of purchase. The interplay between these touchpoints is where the real dynamics live.
You Can’t Optimize What You Don’t Understand
The industry is already buzzing about the shift from SEO to “GEO”—generative engine optimization. The idea is straightforward. Brands are being advised to structure their content so AI tools find it credible and worth citing when making recommendations. While that sounds like a good plan, most brands will waste money on this effort.
The overlooked fact is that you simply can’t optimize for touchpoints you haven’t mapped. Before investing in GEO strategies, you need foundational answers to important questions:
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How many of your shoppers are actually using AI in their purchase journey?
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What questions are they asking?
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Do they trust what AI tells them?
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Where do they go to validate recommendations?
These answers vary dramatically by category, by shopper segment, by retailer. A strategy built on assumptions is a strategy built on sand.
The Trust Epidemic Complicates Everything
Consumers stopped trusting company claims years ago. They turned to influencers—until influencers became paid spokespeople. They turned to reviews—until reviews became manipulable. Now AI enters the conversation, and new questions emerge:
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Is AI surfacing facts or amplifying opinions?
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Are large brands getting punished by high volumes of mixed reviews?
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Can smaller brands game the system with favorable content?
Shoppers are developing their own validation strategies in real time. They check multiple sources. They cross-reference AI suggestions with apps like Yuka or trusted communities. They ask friends. The brands that understand where their shoppers go to find truth can meet them there. The brands that don’t are guessing.
What This Means for Leaders and Challengers
Established brands likely have an advantage in the AI arena today. More content exists about them. More people discuss their products organically. AI naturally surfaces them. But this advantage is fragile.
Challenger brands that figure out generative engine optimization can compete at a level that was previously impossible. That 1-in-3 consideration set is an equalizer for those smart enough to claim a spot. For leading brands, the risk is complacency. For challengers, the opportunity is real—but only for those who understand the new rules.
Either way, the first step is the same. Brands must know what AI is actually saying and know how shoppers are actually using these tools.
The Questions Worth Asking
The reality is that what’s happening with AI in each category is different from the next. But certain questions are foundational:
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How many of your shoppers are using AI as part of their purchase journey today—and what’s the trajectory?
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When AI makes recommendations in your category, which brands show up and why?
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What information are your shoppers seeking from AI, and do they trust what they find?
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Where do they go to validate those recommendations—and are you showing up in those moments?
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Is your shopper journey research current enough to reflect how AI is reshaping discovery?
This is the new math of shopper insights. The consideration set is shrinking. The brands that understand this shift will shape the future. The rest will wonder why they’re no longer part of the conversation.