Artificial intelligence (AI) is rapidly transforming the landscape of search engine optimization (SEO) and digital commerce. Recent developments with Google and the integration of ChatGPT with Shopify have significant implications for brands and advertisers. This document reflects a comprehensive overview of these changes and their potential impact on B2B and B2C businesses, especially those in the ecommerce industry.
Great News! There are New Acronyms to Learn AI optimization brings new acronyms, and the industry hasn’t yet agreed which will stand the test of time. While there are many new acronyms out there, here are three we think you should know:
- AIO (AI Optimization) focuses on using artificial intelligence to enhance marketing strategies. It’s an umbrella term that captures all things optimized by AI, and some people use it as the term to reference optimizing search for AI systems whether those are search engines, chat interfaces, or recommendation algorithms.
- AEO (Answer Engine Optimization) focuses on AI's ability to provide accurate, concise answers to user queries. AEO aims to improve the likelihood of a brand's content being featured in snippets and direct answers on search engines like Google and Bing. By optimizing AEO, brands can enhance their position in search results and deliver valuable information to users swiftly and effectively. Like with AIO, some people use this term to reference all facets of AI optimized search.
- GEO (Generative Engine Optimization) involves tailoring digital content to be universally accessible and relevant to users of generative search (e.g., ChatGPT). Unlike traditional search, these models summarize and synthesize information from across the web. By focusing on GEO, brands can ensure that their digital presence is optimized using AI's capabilities to understand and process content from all over the web, regardless if a brand owns it or not (e.g., user reviews, product guides). Its goal is to provide users with comprehensive, accurate, contextually appropriate, and helpful search results. As AI search engines like ChatGPT continue to evolve, implementing GEO strategies will be essential for brands aiming to capture a broader audience and drive engagement. Like the other acronyms, some people use this term to reference AI optimized search.
ChatGPT's Retail Revolution
Recent updates to ChatGPT’s capabilities signal a more structured, commerce-friendly experience. Users can now search for products, compare options, view images, and receive tailored recommendations, much like a traditional shopping platform. While users can’t yet complete purchases directly within ChatGPT, OpenAI is testing features that allow it to surface structured product data and link users to merchants. ChatGPT currently indexes product listings from Shopify, Instacart, and others, and OpenAI has hinted at a forthcoming merchant program that would let brands integrate product feeds directly. Applications aren’t open yet, but interested brands can submit a form to be notified when they are. ChatGPT currently handles about 1 billion web interactions per week, while Google processes an estimated 59.5 billion searches—a reminder that this is still early days, but the potential is enormous. OpenAI is initially focused on categories like tech, home goods, fashion, and beauty, with plans to expand.
The Latest from Google
In Google’s I/O keynote in May 2025, they emphasized the evolution of AI towards personalization, focusing on enhancing user experience through tailored interactions. The advancements in AI technologies enable applications to better understand individual user preferences and needs, making interactions more intuitive and relevant. Their goal is to integrate AI into various services to create a more seamless connection between users and technology. During the conference, they introduced a new AI Mode in Search. This mode enhances search capabilities by integrating Google’s proprietary AI, called Gemini, allowing users to interact with search results in a more conversational and collaborative way. AI Mode can pull information from emails, assist with shopping, and even help users try on clothes virtually. It represents a shift toward AI-powered search and will ultimately move away from traditional search result lists.
What to Do About All the Hubbub
From a strategic perspective, these developments are at least six months away, as there are no public plans in place yet. Nevertheless, businesses need to prepare now. Key actions include:
- Enhance your data structure: Make sure every product or service page has complete metadata, target audience tags, and usage context spelled out clearly.
- Update content across channels: Ensure your digital catalog and marketing materials are optimized for AI systems, not just human readers.
- Invest in structured content: Schema markup and product feeds will become even more important as AI tools rely on structured data to surface your content.
- Create original, helpful content: AI favors clear, authoritative content. Publishing thought leadership, product comparisons, and use-case-specific guides will improve your relevance across AI tools.
Expect ads and sponsored listings to appear within AI-powered experiences. As a Google and Shopify Partner, Carbon is actively monitoring these developments and will help clients adapt.
SEO and AI: High vs. Low Intent Searches
AI Overviews are beginning to reshape how users find information, but their impact varies based on search intent:
- High-intent searches (e.g., “men’s running shoes size 10”) remain less affected. Users with strong purchase intent still prefer direct links to products, and Google continues to favor paid placements here. Brands should continue to bid on these queries to maintain ROI.
- Low-intent searches (e.g., “best running shoes 2025”) are being disrupted more dramatically. AI-generated summaries may reduce clicks to traditional links, increasing competition and CPCs. Some brands may shift budgets away from these terms.
To capitalize on low-intent traffic, off-page SEO (like reviews, UGC, and third-party content) will matter more. Search engines are increasingly synthesizing third-party insights into summaries—so appearing in those conversations is key. Google has confirmed that Performance Max (PMax) campaigns and existing Shopping Ads will be integrated into AI Overviews. But expect to pay a premium for this visibility.
Conclusion
The integration of AI and SEO presents exciting opportunities for brands of all kinds. By strategically preparing for upcoming changes, optimizing technical aspects, and focusing on high intent searches, brands can navigate the evolving digital landscape effectively. As AI continues to reshape commerce and search, every brand must remain agile and proactive to capitalize on new growth avenues.
About Carbon
Carbon is a dynamic agency that merges creativity, data, and technology to craft compelling marketing solutions. Our team specializes in optimizing digital experiences for both human and machine audiences, including the latest in AI-powered search and ecommerce. As a certified Google and Shopify partner, we’re ready to help clients future-proof their digital presence and unlock new growth through AI.
Have questions about your AI SEO strategy? Reach out to us at [email protected].
Sources: Tom’s Guide, DemandSage, SEMRush, AdAge, Google