What: Retailers are adopting new AI-focused marketing tactics and content strategies to increase visibility and sales through generative AI platforms.

Why it is important: This shift reflects how AI platforms are becoming critical retail gatekeepers, requiring brands to rethink digital marketing and content strategies.

Retailers are fundamentally changing their approach to digital marketing as AI agents and generative platforms become central to how consumers discover and purchase products. Instead of relying solely on traditional search engine ads and visible website content, brands are now investing in AI-optimised strategies, such as creating invisible websites for AI scrapers and dramatically increasing the volume of branded content. These efforts are designed to ensure that AI agents like ChatGPT and Google Gemini can easily access and recommend their products. Although traffic from AI-driven referrals remains a small fraction of overall site visits, it is associated with higher purchase intent, making it a valuable new source of potential revenue. Major retailers are also leveraging influencer campaigns and structured data submissions to boost their chances of being featured in AI-generated recommendations. As AI platforms increasingly shape consumer journeys, retailers must adapt their content and advertising tactics to maintain visibility and competitiveness in this evolving landscape.

IADS Notes: Retailers’ rapid adaptation to AI-driven commerce is confirmed by recent industry reports. In November 2025, Financial Times and Adventures in Consumer Tech highlighted the risks of losing customer relationships and visibility if brands fail to optimize for AI platforms. Inside Retail (November 2025) described the need for machine-readable content and robust data infrastructure, while Forbes (February 2025) discussed the impact of autonomous AI shopping agents on retail media strategies. The Financial Times (September 2025) emphasised the growing role of AI-generated influencers and the importance of authenticity as brands blend traditional and AI-optimised marketing channels.

Inside the new tactics employed by retailers to woo AI agents