“AI, specifically generative AI, is a significant topic in e-commerce. While Google remains the primary traffic driver, with ChatGPT gaining traction, generative AI overviews are reducing clicks to sites as users get information upfront. This decline in clicks is a concern, but the resulting clicks are more qualitative because users have already reviewed information. We are addressing this by focusing on content quality. This emphasizes the importance of good content, technical site soundness, and web performance, similar to traditional SEO. While Gen AI search presents challenges, our view is that it’s an exciting and powerful tool that brands must learn to harness effectively.”