How AI gives control back to e-retailers: Onepoint’s analysis within a context of search dispersion

While product discoverability from LLMs such as ChatGPT and Gemini is now a reality for one third of consumers, according to Lucie Pérus, Marketing and Customer Experience Manager at Onepoint, retailers must transform their model at three levels, i.e. their website, acquisition policy (rebalancing historical SEO, SEA investments) and  their ecosystem, by connecting their catalogues to AI engines. “But with shoppers getting used to instant and personalised responses via LLMs returning to a raw online catalogue, with too much choice, uninspiring filters, a standardised experience without personalised advice quickly becomes frustrating.