Master the shift from keywords to intent by syndicating your catalog to AI engines like ChatGPT and Gemini, while leveraging contextual search to capture high-intent shoppers instantly.
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Win the Agentic Web Through GEO and Intent-Based Discovery
Objective 1: Learn why the “agentic divide” is the new competitive frontier and brands must be discoverable where AI conversations happen.
Objective 2: Discover how an AI-native search can reduce manual rules by 99% while increasing conversion rates.
Objective 3: Connect your catalog to to ChatGPT and Gemini to give your brand authority when it's recommended by these engines.
, Product Manager, Salesforce
, Director, Industry Insights, Salesforce
Role: Commerce, Marketing
Industry: Retail, Consumer Goods
Product: Commerce
Topic: Commerce, Web and SEO
Session Level: Intermediate
Session Type: Theater
- Wednesday, Jun 32:30 PM - 2:50 PM CDT(7:30 PM - 7:50 PM GMT)Theater 6 | Campground, Level 3
Session Summary: This session highlighted the transformative shift in online product discovery, driven by the adoption of generative AI tools such as ChatGPT and Gemini, and introduced the concept of Generative Engine Optimization (GEO). It emphasized the evolution from traditional keyword-based searches to contextual, personalized, and conversational interactions, with AI-referred traffic growing at triple-digit rates and a 200% year-over-year increase in consumers starting their shopping journeys with AI searches. Salesforce is enabling merchants to adapt to this new landscape by optimizing for both AI crawls and feeds, ensuring high-quality, authentic content, and leveraging attributes that align with shoppers’ intent and context. New innovations from Salesforce Commerce Cloud, including integrations with OpenAI and Google Merchant Center, as well as the launch of a native ChatGPT product feed, are designed to empower brands to succeed in this rapidly changing environment of AI-driven commerce discovery and engagement.
Key Takeaways:
• AI-referred traffic to brand-owned websites is growing at triple-digit rates, with 74% of shoppers trusting recommendations from AI agents, signaling a critical shift in consumer behavior.
• Salesforce Commerce Cloud is launching new tools, such as integrations with OpenAI and Google Merchant Center, to help merchants adapt to AI-driven discovery channels.
• Merchants are encouraged to prioritize both crawl optimization and feed configuration, while focusing on creating high-quality, authentic content and leveraging new conversational attributes for better AI discoverability.
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