The growth of AI-driven search has created new ways for consumers to research and buy products.
While new generative engine optimization (GEO) firms are building tools to help influence which brands appear in answers from AI answer engines like OpenAI’s ChatGPT and Google’s Gemini, facilitating commerce is a bigger challenge.
There aren’t consistent tech standards around how AI-driven commerce should be conducted, even though industry organizations like the Interactive Advertising Bureau are working on it.
“If you have everyone building for it separately, it creates a complete mess,” said Justin Inman, founder and CEO of Emberos. “The industry as a whole needs to come together and think about this for the future—otherwise, it’s just going to be this incredibly complex, very-hard-to-navigate space.”
