Longer pieces for CPG founders on how AI assistants find, describe and recommend products. Data posts, guides, playbooks and the occasional argument. Every number links to where it came from.
A year ago, a visitor from ChatGPT was worth less than half a visitor from anywhere else. Now they convert better, stay longer and spend more. We went through the numbers, including the ones that cut the other way.
In July 2026, shoppers arriving at US retail sites from AI assistants converted 60% better than other visitors and generated 53% more revenue per visit, according to Adobe.
Twelve months earlier the picture was the reverse: non-AI visits were worth 128% more than AI visits.
42% of US consumers surveyed by Adobe had used an AI assistant to shop, but eMarketer estimates fewer than 17% of US internet users do it weekly.
A year ago, a visitor from ChatGPT was worth less than half a visitor from anywhere else. Now they convert better, stay longer and spend more. We went through the numbers, including the ones that cut the other way.
For twenty years a brand site was a shop window built to pull people in. More and more of its readers are now machines that read it and summarize it for someone else. That changes what a good page looks like.
Founders keep asking us what position their brand holds in ChatGPT. The research says that position barely exists. There's a better question, and it can be answered with a spreadsheet and some patience.
Adobe's latest report puts grocery at the bottom of retail for how easily AI systems can read and cite its pages. The gap is widest on homepages and blog content. Here's where the points are lost and how a food brand can win them back.
Amazon folded Rufus into Alexa for Shopping in May 2026 and put it in the main search bar. For a consumer brand that sells on Amazon, that turns every listing into an answer source. This is a feature-by-feature plan for getting the answers right.