AI focuses on search. Here’s what retail and DTC marketers should know. 

Automation, segmentation, data analysis, content creation, everywhere you look new AI applications are popping up at record speeds. OpenAI just added one more to the list at the end of July when they announced they were piloting SearchGPT. 

OpenAI describes SearchGPT as a temporary prototype for a new AI-powered search engine. This new AI-search engine aims to give you fast and timely answers from clear, relevant sources. While AI-search isn't super new, OpenAI is well positioned to bring this new technology to the masses with successful adoption. Hello, ChatGPT.

So, what sort of implications will this have on our world? There’s a real possibility that SearchGPT will redefine search in general, and from an e-commerce perspective, that means we’re in for some big changes. 

Here’s what we’re taking note of and what you should, too.

How will the search experience change?

SearchGPT offers a more refined search experience with categorized results, short descriptions, and visuals. Let’s start with the pros. AI-search can help retail and DTC brands by making their products and services more discoverable in a user-friendly manner. This could increase customer engagement and conversions.

On the flip side, we don’t exactly know how this content will be surfaced and it could make getting eyes on your website more difficult. This really highlights how critical it is to build your brand, invest in original storytelling, and really lean into what sets you apart from your competitors.

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How could this impact the customer journey?

This idea of direct information access could really impact the entire purchasing cycle. Unlike traditional search engines that list multiple links, SearchGPT provides clear and relevant sources directly. This feature can benefit marketers by reducing the steps customers need to take to reach actionable information, thereby streamlining the path to purchase.

This could be really interesting for both consumers and brands. There are possible implications on the type of information that's returned, limiting the scope of what the end user can find. It’s important to note that we don’t have enough information to draw any conclusions at this time, but you can be sure we’ll be watching this development very closely. 

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AI-search boosts visibility and control

There are also some interesting changes happening in the areas of publisher control and visibility. For retailers and DTC brands producing your own content, SearchGPT provides a unique platform to manage the presentation of your information. This level of control lets you fine-tune the display of your content to better align with marketing strategies and brand messaging.

By optimizing how your content is featured in SearchGPT, you can significantly enhance your brand’s visibility. This increased visibility is vital in a crowded market where standing out to potential customers is key. Moreover, by strategically presenting your content, you can more effectively influence consumer decisions at critical points in the buying process. This could lead to higher engagement rates, improved conversion rates, and ultimately, increased sales.

In essence, SearchGPT offers a new tool for retailers and DTC brands to not only ensure your content is more discoverable but also to shape the consumer's journey in a way that could favor your brand’s products and services. This could redefine competition in various retail sectors and necessitate new strategies in content creation and search engine optimization.

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How will SearchGPT address privacy concerns?

The debut of SearchGPT also introduces some important ethical considerations and concerns regarding brand safety for retail and DTC marketers. One significant feature of SearchGPT is the option it provides publishers to opt out of having their content used to train AI models, while still allowing their content to appear in search results. This capability is particularly crucial if your brand is sensitive about your proprietary data and intellectual property.

By enabling brands to control the use of their content in AI training, SearchGPT helps ensure that businesses can uphold their ethical standards. This is increasingly important in a consumer market where trust and transparency are highly valued. Consumers today are more informed and concerned about how their data is used and how the products they purchase are marketed. They tend to favor companies that demonstrate respect for privacy and ethical data usage.

Furthermore, this feature aids in maintaining brand safety. Brands are naturally concerned about how their content is associated and represented. Misuse of content or association with undesirable content can damage your reputation. 

By allowing brands to opt out, they can prevent their content from being used in ways that could potentially harm their image or contradict their values. Overall, this part of SearchGPT helps brands match their marketing practices with ethical and consumer expectations. 

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There’s a lot going on in AI development. While it can feel a little overwhelming at first, it won’t be long before this becomes second nature. 

SearchGPT is in a testing phase. There's an opportunity for marketers to provide feedback and adapt strategies based on early insights from the tool’s performance and user interactions. All in all, SearchGPT could significantly alter how consumers find and interact with retail and DTC brands online. But that just means there are untapped opportunities waiting for you. 

We’ll continue to keep watch for any new developments with AI-search. In the mean time, take a look at our recent coverage of Google’s latest cookie announcement, where we share our thoughts on where we'll go from here. We also recently unpacked Apple’s RCS rollout and what it means for marketers. 

Our team is always looking for new opportunities to help you improve your digital strategies in this ever-changing world.

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