NEW YORK CITY, New York: As holiday shoppers increasingly turn to AI-powered tools for advice, U.S. retailers are reworking how they present products online in an effort to stay visible to systems like ChatGPT and Google's Gemini.

Most of this season's projected US$253 billion in U.S. online sales will still come from traditional website visits or from standard search results that reward companies that spend heavily on Google and Meta ads. But generative AI has begun influencing how consumers discover merchandise, prompting retailers to adapt.

Chatbots that can summarise reviews, compare prices, or enable in-model purchases are now part of the browsing process for many Americans. That shift has pushed brands to produce more content that AI systems can easily find and interpret.

"We've seen brands that previously were putting out three or four new blog posts or articles a month, are now trying to do 100 or 200," said Brian Stempeck, chief executive at Evertune.ai, a platform that helps retailers optimise their websites for large language models. The company charges "around $3,000" per month for its services, he said.

Unlike traditional digital advertising, generative AI platforms do not offer paid placements. Retailers are instead experimenting with indirect methods to influence what chatbots recommend, including posting frequently in blogs, publishing product-focused content on Reddit, and increasing the volume of reviews and social media mentions for AI scrapers to pick up.

Some large retailers are even creating websites designed solely for automated scraping tools rather than human shoppers, ensuring that ChatGPT or Gemini receive the most accurate and favourable information about their products.

For now, traffic from AI sources remains small. Data from Sensor Tower shows that ChatGPT referrals to Amazon, Walmart, and eBay in October accounted for less than one percent of each site's overall visitor traffic. eBay said that while the share is modest, shoppers who interact with AI agents tend to show strong purchasing intent. Walmart did not respond to a request for comment.

Others are seeking visibility by amplifying traditional forms of attention. Brooklinen, a bed linen company, has been paying influencers on Facebook, YouTube, and TikTok to highlight its towels and comforters, said Chief Operating Officer Rachel Levy. AI scrapers can pull details from reviews, captions, and transcripts of those posts. The company has also submitted products for awards at publications such as the New York Times' Wirecutter to increase the likelihood of appearing in AI-generated gift lists.

Miami-based hair-care brand R+Co is buying ads on Amazon's voice assistant Alexa that are tailored to the queries users make to Rufus, its own AI agent, said President Dan Langer.

Google recently added tools to help shoppers track prices and purchase goods through AI-enhanced features. To appear in these results, retailers must ensure their product information is accessible through Google's merchant centre or easily readable by its scrapers, said Lilian Rincon, vice president of product for Google Shopping. Google is testing ads in its AI Mode in the U.S., though not within the Gemini app.

This week, ChatGPT added shopping features that help users compare items and search for "lookalike" products. Amazon CEO Andy Jassy said in October that shoppers using its Rufus assistant are 60 percent more likely to complete a purchase. Walmart and Target have also announced chatbot-enabled shopping tools ahead of the holidays.