So what should your brand start doing now to get a jump on the future?

Reverse engineer your product pages 

Transform your product pages into ultimate recommendation engines by optimizing them for AI-driven search. Instead of merely listing product features, incorporate more attributes, details and videos. Include scenarios where your product can be used—picnics, parties or specific events like the Big Game. Make sure your product detail pages are rich in content and cater to the evolving expectations of consumers, especially those looking for personalized and curated experiences. 

Enhance catalog cleanliness and depth 

Catalog cleanliness is no longer just about basic information. Update your catalog with a focus on sophistication and depth. Include a wide range of use cases and complementary categories. Ensure that your catalog provides a comprehensive overview of your offerings, enabling AI algorithms to better understand and recommend your products to shoppers. 

Leverage solutions-based marketing 

Highlight how your products can solve specific problems or cater to particular needs, such as being suitable for small spaces or ideal for certain occasions. Incorporate these solution-oriented messages not only on your product pages but also in broader marketing efforts, including advertising campaigns and content marketing initiatives. By positioning your brand as a solution provider, you can better resonate with consumers and drive engagement and sales. 

Related video

With the addition of signals in intent, previous behavior, sophistication in prediction models, and of course AI, we are headed for a revolution in search, causing a revision of the marketing funnel as we know it today to best meet the needs of evolving consumer expectations in the places they already frequent and help us be better marketers tomorrow.