Strategies in the Era of AI- Part 1: From "Search and Scroll" to "Ask and Act"—Navigating the New Era of AI Shopping

Part 1 of a three-part series on "How Can Consumer Brands Stay Visible Digitally in the Era of AI?" 

Digital discovery has fundamentally changed: Google search is no longer what it used to be. With AI integration, Google now offers AI Overview—a concise, instant answer displayed at the top of search results. This eliminates the need for users to click through multiple links, fueling the rise of “Zero-Click” searches, where nearly 60% of Google searches end without a single visit to an external site.

For consumer brands, this is troubling news. Fewer clicks mean fewer opportunities to engage customers directly, making visibility and brand discovery more challenging than ever.

As we step into 2026, shopping behavior is also rapidly changing. The old “Search and Scroll” routine—typing keywords into Google or Amazon and sifting through endless results—is being replaced by “Ask and Act.” Shoppers now ask AI for exactly what they want and act on curated recommendations instantly.

When my 15-year-old searched for a snow sled for his winter break in Dec 2025, he simply asked Gemini:

“Provide me 3 snow sleds under $80, can be delivered to Cary, North Carolina before Christmas and my preferred color is blue.”

Seconds later, Gemini served up three curated options, with product features highlighted, links ready. Walmart and two local sports shops made the shortlist. My son came over with that hopeful “please, Dad?” look, and before I could even sip my morning coffee, the purchase was completely. He was back to his game like nothing happened.

No Amazon. No scrolling. Just ask, click, done.

If we examine the numbers behind this shift in shopper behavior, they’re staggering: By late 2025, traffic from generative AI to retail sites surged by 1,200% in just six months, with year-over-year growth reaching 4,700%. (see chart below) Even more importantly for brand leaders, this AI-driven traffic converted 16% better than traditional sources because the AI acts like a digital shop assistant, recommending only what it can verify as authentic and relevant to the user’s specific needs.

Think about another example. Instead of typing “literature inspired gifts” into a search bar and wading through pages of results, a shopper might simply ask an AI: “Find me a meaningful, culturally rich gift for my wife who loves 19th-century English literature.”

The AI doesn’t just match keywords—it taps into its vast knowledge graph to scan through products with real depth and context. For categories like fashion, home décor, and beauty, this ability to combine hard facts with emotional or cultural intent makes AI the ultimate discovery tool for shoppers.

Brands clinging to traditional SEO are risking of fading into the background, while those that provide clear, AI-readable data are winning the coveted spot as the first recommendation. In this new era, it’s not about ranking—it’s about relevance, authenticity, and being AI-ready.

Coming Next in Part 2: We will explore why "Verified Authority" is the new currency of digital commerce and how a unique identifier like museum provenance and access number can turn a simple product into a high-trust recommendation.  

P.S.The snow sled arrived in perfect condition and on time, but so far, no snow!

—————————————————————————————-

By Yizan He, Founder & CEO of ARTiSTORY USA Corp.

ARTiSTORY is a global leader in art and cultural IP licensing, transforming museum masterpieces into "AI-ready" stories and products that bridge the gap between cultural heritage and modern commerce.