Now What?
There’s a quiet revolution happening in how people shop, and it’s not happening on your website. It’s happening inside ChatGPT.
More and more consumers are uploading product pages, comparing specs, asking for recommendations, or saying things like:
“Which of these serums is actually worth it?”
“Which running shoe has the best reviews for long-distance training?”
And guess what ChatGPT reads?
Your product page. Every word, link, table, and tone you’ve published.
The AI doesn’t see your banner video or your moody photography. It sees data, and if your product description is vague, fluffy, or unstructured, it’ll summarise your brand as vague, fluffy, and unstructured.
In other words: if ChatGPT is the new personal shopper, your product page just became the new pitch deck.
The Rise of the AI-Assisted Shopper
We’ve officially entered the era of conversational commerce. Shoppers are no longer relying on ads or influencers to convince them; they’re outsourcing that labour to AI.
Platforms like ChatGPT, Perplexity, and Google’s Gemini are becoming shopping intermediaries: summarising, comparing, and even recommending products in real time.
So when someone uploads your product page and says, “Is this worth the money?”, the AI acts as your unofficial salesperson, one you can’t control, but can absolutely influence.
Your goal? Make ChatGPT fall in love with your product before your customer ever gets there.
The Problem: Most Product Pages Are Written for Humans, Not Machines
For years, eCommerce copy has been optimised for search engines and short attention spans. But AI interpreters, like ChatGPT, read differently.
They don’t just skim; they synthesise. They look for structure, evidence, and semantic clarity. That means vague, lifestyle-fluff copy like:
“Our serum is packed with nourishing botanicals that leave your skin feeling fresh and radiant.”
…tells the AI nothing useful. It can’t identify ingredients, benefits, or proof. So when asked, “Is this serum good for sensitive skin?”, ChatGPT might respond:
“This product contains general claims about nourishment but no specific information about ingredients or sensitivity.”
Translation: you just got out-sold by a competitor with better metadata.
Want ChatGPT to sell your product for you? Start with this cheat sheet.
Continue reading on our Substack, Public Opinion.
