As AI engines have become a new distribution channel and access point to consumers in a saturated retail market, mind Retail attended Shoptalk Europe and asked a dozen of retailers, analysts and investors how to become a brand recommended by LLMs. Here are the answers from Martin Barthel (BCG), Tom Langley (Waitrose, John Lewis), Rik Strubel (Douglas), Pascal Malotti (Valtech), Andrew Lederman (Mondelez International), Cédric Rossi (Stifel), Mylène Akbaraly (AskDialog) and Benoît Honorat (Commercetools).
With saturated retail channels and social media platforms (TikTokShop, Instashop) struggling to reach a full potential due to difficulties to “scale up”, LLMs are driving attention and investments for both retailers and the tech ecosystem. “How to be cited as a brand in LLMs” was one of the key themes at Shoptalk Europe in Barcelona in June. Answers from the market show varying levels of maturity across the different strategies being implemented.
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Article authors
Sophie Baqué
Chief Editor of mind Retail