The digital commerce landscape is undergoing a seismic shift. Traditional search engines are being rapidly replaced by AI-powered platforms like ChatGPT, Gemini, and Meta AI that are becoming central to how people shop, research, and compare products. In this new era, AI is the front door to commerce, and brands must evolve or risk being left out of the conversation.
Commercial Behavior Is Taking Shape in AI Ecosystems
According to Morgan Stanley’s May 2025 report, 14% of US consumers 16 and older, or about 35 million people, now use ChatGPT, Gemini, or Meta AI daily, up from 11% just six months ago. The trend is especially pronounced among younger audiences. About 20% of 16-24-year-olds use generative AI daily. Within that age group, ChatGPT leads the pack, with 22% using it daily and 68% using it monthly, significantly outpacing both Gemini and Meta AI.
Among the major platforms, Google’s Gemini has grown the fastest, driven by the release of its stand-alone iOS app, the launch of Gemini 2.0, and the debut of the generative AI-powered AI Overviews search.
But this growth is also about commerce. Between 25% and 45% of users now shop, research products, and compare prices on these platforms.
While there is currently a high degree of overlap in platform use, Morgan Stanley predicts the landscape will soon fragment. As AI models become more personalized, develop memory, and add innovative new features, distinct user journeys will emerge. In that environment, companies like Google and Meta, already rich in consumer data and infrastructure, may pull ahead in the AI commerce race.
New Rules of Retail Visibility
As AI platforms become discovery engines, brands must rethink their approach to search and commerce. Traditional SEO tactics like keyword stuffing and backlinks no longer cut it since AI now curates answers, not just links.
That is where companies like Profound come in. As a leader in AI search optimization, Profound helps brands track their visibility across AI platforms, monitor brand mentions, and optimize content based on how AI models interpret their offerings.
Fintech firm Ramp, for example, partnered with Profound and grew its AI search visibility from 3.2% to 22.2% in just a month. This sevenfold boost came from tailoring content to AI search behavior, focusing on automation and software comparisons. This shift highlights the urgency for brands to modernize their digital strategies and stay visible in an AI-driven world.
Four Actions for Brands to Take Now
To remain competitive as AI becomes the shopper’s first point of interaction, brands should:
- Optimize for AI readability. Structure product data so large language models can easily parse it.
- Engage with AI platforms. Keep brand data up to date and participate in open ecosystems where AI pulls responses.
- Track and respond to mentions. Use monitoring tools to track brand references across AI systems and adjust strategy in real time.
- Train internal teams. Equip content, marketing, and digital commerce teams with the skills to operate in an AI-first world.
The Future of Shopping Starts With a Prompt
AI-powered platforms are already changing how shoppers discover and evaluate brands. The shift from search to suggestion, from clicks to conversation, is underway.
Brands that treat AI as a commerce channel, not just a curiosity, will earn early-mover advantage. By embracing this new era of AI-native retail, companies can create shopping experiences that are smarter, more personal, more frictionless, and more profitable.
