Agentic Commerce Explained: How AI Search is Reshaping eCommerce — Erik Wikander | Why Old SEO Is Dead, How Small Brands Can Win, How to Win in AI Search, How to Optimize Products for AI, What Is Agentic Product Optimization (#446)

In this episode, we dive into the massive shift impacting online sellers as shoppers use ChatGPT and other AI search tools for product discovery. 

Erik Wikander, CEO and co-founder of Wilgot.ai, unpacks the concept of agentic commerce — where AI completes the end-to-end purchase for the user. 

He shares what this revolution means for D2C brands, why the old SEO playbook is dead, and how to use Agentic Product Optimization to make your product content AI-ready and capture new, hyper-relevant customers.

Topics discussed in this episode:  

• Why a major disruption is coming to Google search.
• What agentic commerce is and how it changes how we buy.
• Why the old e-commerce SEO playbook no longer works.
• How AI fan-out search runs hundreds of searches from one query.
• Why brands must now optimize for context instead of human clicks.
• How smaller brands can use this shift to outrun bigger competitors.
• What’s changing about paid search ads in the age of AI.

Links & Resources 

Website: https://www.wilgot.ai/
LinkedIn: https://www.linkedin.com/in/erikwikander/

Get access to more free resources by visiting the show notes at https://tinyurl.com/yrsu7srx

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Transcript

00:00:00:00 - 00:00:11:05
Unknown
Hello, and welcome to another episode of the E-commerce Coffee Break podcast. What happens to your sales when shoppers start searching on ChatGPT instead of Google? Well, there's reasons to be worried because that's happening right now.

00:00:11:05 - 00:00:14:17
Unknown
Today we are talking about a shift that's changing everything for online sellers,

00:00:14:17 - 00:00:19:08
Unknown
DTC brands. Because I isn't just helping people to search.

00:00:19:08 - 00:00:43:10
Unknown
It's now driving product discovery, turning chats into sales and kicking off what experts called Atlantic Commerce. To learn more about this, I'm joined by Eric Wikander. He is the CEO and co-founder of Wilgot.ai Eric is a top SEO and digital marketing expert, a gross leader, and a recognized voice in AI search. He's helped brands scale globally and is here to show us exactly what's coming next and how your brand can stay ahead.

00:00:43:11 - 00:01:13:22
Unknown
So let's get started. Eric, welcome to the show. Thanks. Thanks for having me, Eric. AI is everywhere. How is AI changing the way people find products online? So I think this started around three years ago when when ChatGPT came and kind of showed everyone that there is a better way of finding information, that AI is actually a huge unlock in how we discover, everything from products to services to, to content.

00:01:14:00 - 00:01:36:22
Unknown
And I think what we're going to see now in the next few months will be dramatically different from from where we were before with information discovery. And I'm quite excited. But I also know that a lot of DTC brands are not really sure how this is going to impact their day to day lives and their, their business.

00:01:37:00 - 00:02:08:23
Unknown
But I would say that the, the silver lining is actually that this will enable, users of search engines to find products that they were not able to find before. This will enable them to see brands to find customers that they weren't able to find before. But in that process, there will be a lot of change, and a lot of disruption to a model, which is, built on for the old world of search, which I call traditional Google or old Google.

00:02:09:01 - 00:02:29:16
Unknown
And I think most brands are not ready for this change because it is fundamentally different the way we discover products and the implications for brands on how they need to think about search, about content, about optimizing for, a genetic search and also a genetic and commerce.

00:02:29:20 - 00:02:35:06
Unknown
I think we have top of mind here. And that's really like everyone marketing managers hat it should go on.

00:02:35:06 - 00:03:02:08
Unknown
It's like what's happening there now. There's a lot of unknowns right now. And I think we want to start a little bit to unwrap these terms that are around this. So we are talking about genetic commerce and we're talking about later on a genetic product optimization. What does that mean. What does it stand for. So a genetic commerce I think it's not talked about a lot in relation to the kind of how much this would change the market.

00:03:02:10 - 00:03:26:21
Unknown
And we we tend to talk about these three areas of commerce where we we used to start with, we started with marketplaces before they were, physical stores. And that shift took maybe 30 years to go from a marketplace to a physical store, because there were a lot of things that needed to happen. You needed railroads, highways and postal systems, all of these things.

00:03:26:23 - 00:03:57:21
Unknown
Next phase was e-commerce. And going from physical stores to e-commerce took about ten years because we needed broadband. We needed a payment. We needed, a bunch of things that weren't there before. But with Agenti e-commerce, what that means, and our definition is that is an AI buying on your behalf. So essentially you go into Google, you find the product you want, and the AI both does the discovery, but also the end to end purchase.

00:03:57:21 - 00:04:23:03
Unknown
So you actually never leave the AI search engine, whether it's Google or its chatbot team. And when this when we look at this shift and kind of how quickly this will happen, we need to look at the barriers that we did with the two previous kind of, eras of commerce. And there are aren't actually a lot of barriers to this shift because all of the technology is already there.

00:04:23:03 - 00:04:46:09
Unknown
So if you think about Google as an example, in May they demoed a fully working Atlantic. Purchase flow, in May. So this was more than six months ago that they showed that this is, technically possible. So if we think about we have all the enablers, we have payments, we have the resistance, we have all of these things that's needed.

00:04:46:11 - 00:05:12:18
Unknown
The only thing is left is trust. So, users of search engines need to trust the fact that the AI buys on your behalf. And I think from the countless examples we've seen over the last months, is that people tend to trust the AI more than we think. So PayPal CEO, he thinks that, by 2030, we will have around 25% of all commerce, through AI agents.

00:05:12:19 - 00:05:38:17
Unknown
I think he is wrong because I think it will be quicker because the moment, the moment customers realize that this is a something that saves them time and money, they will lean in, because we've seen that time and time again with with AI chat to Patty as an example, came from nowhere. And now 10% of the world's population is using ChatGPT on a weekly basis.

00:05:38:17 - 00:06:03:15
Unknown
So in my book that's, you know, mind, mind blown, it's unprecedented how fast this is moving. And I don't think most brands realize kind of, how quickly this is happening, or at least to some extent, what to do. I think that's that's the main, main thing. So we've been working in, in this, space for a while.

00:06:03:15 - 00:06:35:12
Unknown
We released our, product called a genetic product optimization a while ago. So essentially, we didn't find we couldn't find a good word for the product that we had created, which is essentially enriching, product pages, for AI search. So we discover how people search, off your website, on your website, what, how people talk about your products and then regenerate the product pages to to match how people search in AI search engines and then continuously on an ongoing basis, monitoring those pages.

00:06:35:12 - 00:06:41:07
Unknown
So they we take them from static to dynamic, kind of learning agents, each of these pages.

00:06:41:07 - 00:06:55:18
Unknown
want to dive a little bit deeper this in a second. I think, you highlighted the timeline as like, normal commerce was like hundreds of years before we got to e-commerce. Ten years and always in two years were coming from something completely new to something that people use a lot.

00:06:55:20 - 00:07:23:02
Unknown
And I heard the other week that somebody said this Q4, this holiday season, 60% of all people will use any kind of language model to search for gifts. And I think you're completely right. Next year they will not only search right, they will also checkout through ChatGPT, for instance. And we see that ChatGPT OpenAI is working with, I think Walmart, Etsy, Shopify to make it possible to check out directly.

00:07:23:04 - 00:07:52:18
Unknown
Now, going into what most people have done in the past, for our listeners that I've working in, marketing, they know search engine optimization. That was the big term to get ranked on Google, to get found on Google. This is changing. And that's that's what I think, which is, mentioned. It's very interesting. So that's I, I want to have you this unwrapping it a little bit more, because the usual SEO process that was there for 20 years, it's not working anymore.

00:07:52:20 - 00:08:18:11
Unknown
So how do you provide the right information? And you said it's working in the background from your store or from your website, from wherever your content is into, let's say, GPT Claude, Germany. What is is there? How does that work? So if we kind of take a step back and think about e-commerce, SEO, what it used to be, it was a lot about ensuring that your category pages are actually at the top for any given search.

00:08:18:11 - 00:08:40:10
Unknown
And if we think about the way people searched in the old Google, you had very simplistic terms. So you had blue shirt. We had 1 to 2 words that you searched for and what you then got as a user of a search engine. You got category pages from, from, marketplaces and brands. And that was the game, like be on top for the category page.

00:08:40:12 - 00:09:05:12
Unknown
But all of that is officially irrelevant because the AI does not want category pages. They want products to surface. Because if you think about the matching between the intent from the user or someone searching from a blue shirt, they do not want category pages. They want relevant blue shirts. So in the old world, those results were not very personalized at all.

00:09:05:12 - 00:09:27:11
Unknown
So basically everyone got the same results. It was about ranking number one. And then you did get a few users clicking through and some of those bought your blue shirt. If it was the right decision for them. But in the new world you would enter a blue shirt. Even if you did enter the word blue shirt in Google, they would do something called a fan out search.

00:09:27:11 - 00:09:56:06
Unknown
So they will essentially do hundreds of searches on your behalf to find the perfect blue shirt for you. And this is already default in ChatGPT because in chatbot beauty, you don't ask Chaturvedi for a blue shirt. You describe what you want in a conversational manner. So essentially this is what we called conversational search. Basically trying to find what you actually want, not trying to please the search engine, because in the old world you were trying to please the search engine.

00:09:56:06 - 00:10:29:14
Unknown
You knew you couldn't find any relevant results. If you typed in, I would like a blue shirt with these attributes and these things, you wouldn't get anything, you would get category pages. So essentially the old playbook, is we can kind of take that and throw it away. And we need to rethink how we how we do SEO for AI search engines, which is much more about relevance and much more about products rather than category pages, which is ironic because that's what DTC brands sell.

00:10:29:16 - 00:11:04:22
Unknown
I mean, they don't sell category pages, they sell products. So essentially, much more focus on products. And that's the new SEO, couple then with a few fundamental things like in the old world, you had technical SEO, you still have technical SEO, new, you have a new layer now, which is making sure that your store is discoverable by agents, and ensuring that your site is technically ready to kind of, ensure that AI agents find your products and find your website.

00:11:04:22 - 00:11:40:20
Unknown
So that's kind of a new, new thing in, in technical SEO. But essentially the old playbook goes away and we now need to focus much more on the products, which, I mean, depending on your, what you sell and to what markets and so on. This is not a very easy, easy thing because if you have more than 100 products and you sell to multiple markets, that's 100 times the number of markets that you sell to, because essentially in the old world, it was also quite hard to address how people search in each market, in each language.

00:11:40:20 - 00:12:01:15
Unknown
So what you would then get is just a translation from one product page in one language to another. You would not consider the local way of searching, but because you couldn't like, you wouldn't need to find someone locally to do the SEO adaptation. Now, you would need someone locally to, tailor it to the cultural context and so on.

00:12:01:17 - 00:12:43:21
Unknown
Because it was so expensive and cumbersome, it just didn't happen for most brands. So now when we have I kind of as an enabler to this shift because AI is both the driver of the change with AI search engines, but is also the enabler and the solution. So essentially all DTC brands will need to deploy AI to counter this shift and keep up, because now with our product and other products, we can actually optimize each product based on how people search in any given market based on the local search patterns, the cultural context, and all of the things that come with it.

00:12:43:21 - 00:13:05:04
Unknown
Because essentially the way we search and what we want in its market is completely different. So one product in one market could be something completely different to another market. And that's why we we need to consider the local relevance. My favorite example is we have one customers. Before they were using us they were translating pages from Swedish to German.

00:13:05:06 - 00:13:25:02
Unknown
And in the Swedish PDP or the product page, they were talking about the Swedish archipelago, which is beautiful, 28,000 islands. Germany doesn't have an archipelago, I believe. I'm not sure, but I don't think it they have. So essentially whatever they translated was not relevant for the German market. But it was relevant for the Swedish audience.

00:13:25:04 - 00:13:32:23
Unknown
So, essentially it's a huge unlock for, for most brands that they can do this. But again,

00:13:32:23 - 00:13:43:04
Unknown
most brands we meet are not really thinking about this in this way, and they're more like they are in headlight thinking about what should I actually do?

00:13:43:04 - 00:13:56:10
Unknown
let me cut in there. I think that's that's what we really want to talk here is for our listeners who are now obviously completely mind boggled about what's happening there right now and with what kind of speed is happening.

00:13:56:10 - 00:14:22:11
Unknown
And, and I think the, the benefits will be and I think you described it very nicely. The benefits will be huge for the seller. You basically now with ChatGPT, you have an assistant there who's promoting your business to every culture or social, every, language whatsoever in the background. Now, in the past, you had your online store you're selling on Shopify or WooCommerce or whatever it is.

00:14:22:13 - 00:14:49:06
Unknown
How do I get information from me as a small seller into ChatGPT? The judge will recommend my product out there. How does it work? So essentially it it boils down to relevance. So you need to be the most relevant recommendation for the query that the user has. And that essentially boils down to what is your product?

00:14:49:09 - 00:15:07:08
Unknown
Who are you selling it to? What are the main benefits? What are the use cases of the product? All of these things that in the old world, you might write two lines about your product. So basically optimized for human conversion. And the old one. So you had two lines of text on your product and you had a very big buy button.

00:15:07:08 - 00:15:39:07
Unknown
And you tried to get all the humans to buy that. But in the new world you have to optimize not for conversions, but for context, because the conversions will come if the AI agents find you. So essentially the context that the needs, it your products need to match what whatever people are looking for. And that means you need to broaden, kind of the potential audience and the potential use case for your product by describing it in a much more rich way.

00:15:39:09 - 00:16:02:13
Unknown
So essentially, you need to go much deeper into what customers actually think and appreciate about your product, unlocking kind of the use cases. The target audience, all of those things. And then describing it in a much more which way. So one concrete example is we're working with, a jewelry brand called Daniel Wellington. And when we did this for Australia.

00:16:02:13 - 00:16:31:23
Unknown
So we used our platform and the model analyzed how people search, what customers thought about the product, the model found that in Australia, customers really appreciated, that one particular ring could be engraved. And a lot of customers were using it to, to, for engraving the model, pick that up in the reviews. It was not something that was on the product page, but the model also fact check towards the image and saw that this ring can actually be engraved.

00:16:32:00 - 00:16:57:15
Unknown
And then it wrote, a line of text on the engraving. It also added an FAQ question about engravings and all of a sudden you have a completely new target audience or potential audience for your ring, which wasn't there before. So that's a very tangible example of going from a very limited amount of text to broadening the idea about what your products could be for customers, and it needs to come from the voice of the customer.

00:16:57:16 - 00:17:21:22
Unknown
So essentially everything around reviews and what people think about your brand will be even more important in this new world to to have kind of both the first party data about what customers think about your product, but also the external relevance where people are talking about your products, people are talking about your brand PR all of those things will be even more important.

00:17:21:23 - 00:17:52:21
Unknown
I love this example. I mean, that's that's a task. That's a job for AI. And the outcomes are so surprising is like, no one ever thought about this. And AI comes up with a complete new audience out there. That's awesome. What can brands do to make their product catalog or their content AI ready to get started? So there are the kind of fundamental technical things, just making sure that that your site this as well and healthy and indexed if you are on Shopify.

00:17:52:23 - 00:18:14:09
Unknown
I would just, you know, do a check to make sure that that it is ready. You can, do that. And then with Shopify, you're also already enrolled in the Atlantic Commerce. API. If you're not on Shopify, you need to ask your vendor to make sure that they are working on the Agenti Commerce API for for the day that when that's launched.

00:18:14:11 - 00:18:41:07
Unknown
But the the best thing you can do is essentially optimize your product pages because that's where where that the kind of most of the outcome will come, if you make your product pages relevant for each audience in each market you operate in, then you are very well equipped to to, to kind of be a part of this shift in this transition.

00:18:41:09 - 00:19:07:06
Unknown
So, so that's essentially the process I described where, with the help of AI, you analyze how people search what people think about your product. What we do is we run that process fully automated and then regenerate. The, the content on the product page to match how people search. And then continuously the model optimizes and learns how people how the product is visible and how people interact and buy the product.

00:19:07:12 - 00:19:32:19
Unknown
So essentially, we take something from very static to a dynamic kind of self-learning, product page. So most of the information is already there. You just need to add more information that like reviews for instance, that the AI understands really what it is all about. Now you gave a couple of examples was brands you're working with, who's your perfect customer.

00:19:32:21 - 00:20:03:12
Unknown
So we work mainly with DTC brands who, who have regardless of category, all brands will be affected by this shift. So we're working with everything from women's dresses to watches to, to, ski gear, for example. And in the most kind of technical products like ski gear, for example, there's a lot of things you need to know about the product before you buy it.

00:20:03:12 - 00:20:32:17
Unknown
And there's also a lot of potential in kind of elaborating on all the technical features. So, so that's a very good, customer, group for us. But also even with dresses, you need to kind of elaborate on the fabric, the use cases, the, the occasions. So essentially that's also a good, good use case for us because, in order to to get found, you need to elaborate on all the aspects of your product.

00:20:32:18 - 00:20:57:08
Unknown
So I would say and size wise, I mean, we are working with quite small Shopify stores up to, I think the largest one, this is around €2 billion. So it's a, it's a big, big range. And the challenges are, different for each of these brands. I think we of course, we like working with smaller brands because they are quite quick to jump on on this.

00:20:57:08 - 00:21:19:23
Unknown
And I think there's also a massive opportunity for a smaller brand to take this opportunity and lean in, because we also speak to some of the biggest consumer brands in the world who you would think have a plan for this, but they don't. So essentially they're now kind of scrambling to to just make sense of what to do.

00:21:19:23 - 00:21:44:12
Unknown
But in an organization like that where this, one of them has hundreds of thousands of employees, there's a lot of people involved who need to realize that one, this is happening. And to get it, get a plan in place that they can all act on, and that can take months. And in those months we will see multiple data, see brands who lean into this early think I first and then kind of as speedboats.

00:21:44:12 - 00:22:05:11
Unknown
They overtake the oil tankers of the sea. That's the time of being of small business. And I think a lot of our listeners are in this position. You need to be quick. You need to move quick. Now, to jump on this opportunity. Now let's talk about the onboarding process. How long does it take? What kind of steps are involved?

00:22:05:11 - 00:22:28:14
Unknown
How does it work? Yeah, so so the the the product is fully automated. So the onboarding is is quite lean. Especially if you're on Shopify we just plug in your Shopify platform. But the most important thing is aligning on your brand. So we usually do like an hour, workshop around the brand. So we have our own creative director.

00:22:28:16 - 00:22:54:10
Unknown
So we try to find the essence of the brand, also in the kind of relation to our alums, because with alums, what you want to do is make sure that you're associating yourself with kind of the semantic meaning of your brand and what's important to your customers. So we try to kind of distill the brand and identify the key features that we want to reinforce through the communication on the product pages.

00:22:54:12 - 00:23:25:00
Unknown
So let's, think, semantically about this. So if you are a brand that has these unique things that customers appreciate about you, those are values we should reinforce. So that's kind of an important piece of the onboarding, because figuring out, how we represent your brand through the copy that goes on the product page is because, when, when when I talked about this to to with people, it's most people associate this with like SEO content or stuff.

00:23:25:00 - 00:23:52:10
Unknown
You would hide on the on the page. But it's actually the quality is so good that customers are using this in their CRM. And it's also improving conversion on the page prior to the previous version, because the quality, is so high. So essentially it's not about tricking them into recommending your product. It's much more about kind of drawing out the full potential of the products.

00:23:52:12 - 00:24:11:12
Unknown
I think it's very important. And for our listeners out there, go into stripped and, search for your own brand and see what's coming back and see if it's aligned to what you want to be out there, what's basically your your credo or your your brand image. I did it for the E-commerce Coffee Break podcast, and ChatGPT did a good job.

00:24:11:13 - 00:24:31:16
Unknown
It was almost scary how good it was. But that's the whole point of AI. You want to get better, the quality ones should be better, and you should be learn from that. Now, what's how is your your your pricing working? How do you charge for your services? We charge per product page that we generate and that we monitor.

00:24:31:16 - 00:24:56:16
Unknown
So it's a credit based model that's aligned to kind of the value we deliver. Because essentially the more pages we generate and optimized, the more revenue we will generate. So there's two ways of looking at the value. I mean one, it's fully automated. So you don't you no longer need, people writing the, the, the product description, you know, saying no, no longer need an SEO agency optimizing the text.

00:24:56:16 - 00:25:21:17
Unknown
You no longer need a translation agency if you want to bring it to another market. So that's one lever. The other lever is is the upside, of course, in terms of, performance of the pages, which where we have customers, where AI mode is live. And we can see that it's it's a fundamental difference. The performance of a pre will go and post will go.

00:25:21:18 - 00:25:42:03
Unknown
So essentially in Australia for example, which is a known test market for, for Google, we can see that the unoptimized pages for our customers were going, going like this and going south. And then our pages were going like that. So the difference between the unoptimized and optimized was 12 times, in terms of visibility in search engines.

00:25:42:03 - 00:26:09:04
Unknown
So the impact is there. But but I also, think that for, a DTC brand today, they may not see, see it in the numbers yet that this shift is happening, but I think the next months will be deterministic because Google just released, Q3 earnings and essentially AI mode usage has doubled in the last quarter.

00:26:09:06 - 00:26:30:06
Unknown
So we now have 75 million active. I think what they're doing now is like they're launching it in a few markets, seeing how it's working, and then they're going to scale up because they have an incentive not to lose their position versus activity, which really stupid is shopping. And they're going going all in on kind of, trying to take this from Google.

00:26:30:07 - 00:26:56:14
Unknown
But I think what's interesting is most people associate AI search with just a pity, because they're the ones who kind of they were first, and then everyone's like, oh, Google is going to be, they're out there, they're going, going down. But on the other hand, if you look at the data, in the last few years, when ChatGPT has gone from 0 to 10% of the world's population, Google, Google has been doing fine, essentially not losing market share.

00:26:56:14 - 00:27:18:01
Unknown
What's happened is that the type of search has grown. So people search more, which is interesting. And I also think that if you look at the experience of GPT shopping, I mean, OpenAI, I've done this for three years, Google have done this for 28 years with shopping, and they have so much data, they have so much knowledge. They invented this technology.

00:27:18:01 - 00:27:45:18
Unknown
They they've entered the T in GPT. So when I saw Google's AI mode in May, the demo, it was much closer to how you would want, a kind of AI first discovery process for products, because I think what was nice is that they combined kind of the, the old world of, of Google with the AI assisted discovery, essentially, you put in a, a search or a prompt and it gave you a personalized grid, and it helped you also do the research.

00:27:45:18 - 00:28:09:15
Unknown
So kind of propose follow up questions. Did you think maybe you need this thing for your bag? Travelog or something. And then it guides you through the buy journey and all the, the entire time you have this personalized grid, which is products just based on your preferences and your data and so on. So the relevance is essentially much higher.

00:28:09:17 - 00:28:29:03
Unknown
I think what, Chattopadhyay have shown is very early days because essentially, if you ask it for a recommendation about free products, it will give you free recommendations, but it won't guide you in the same kind of natural way that I think a mode has done so. So my, bet is that Google will take a lot of the market share.

00:28:29:03 - 00:28:50:18
Unknown
Maybe not back because I still think Shashi but you know, have a loyal user base and so on. But I think they will they may be like who? The first ones to kind of nail the AI first discovery process. And of course, what we've what we're seeing now is very early days. So we've only seen the beginning of the beginning of what this is going to look like.

00:28:50:18 - 00:29:04:10
Unknown
So it's never going to be as bad as this release, which I think is also fascinating because who knows what this will look like in three years, where, what what is can this can do to the whole experience?

00:29:04:10 - 00:29:10:06
Unknown
I can't agree more than this. We are right in the middle of a revolution. It's not even an evolution.

00:29:10:06 - 00:29:29:00
Unknown
It's a revolution on how people shop, on how people search things that we have done for 20 years. Googling. I mean, that became a word. It's changing. I mean, if you go on Google, you have your AI summary, and I do actually not scroll down anymore. If I'm in Google, I'm just go for the summary and that normally 90% of the time is more than enough.

00:29:29:01 - 00:30:03:23
Unknown
So big, big changes in the market before we come to the end of our coffee break today. Eric, is there anything you want to share with all of us that we haven't covered yet? I think, depending on kind of the size of your business, I think it's quite important that, you start, communicating about this internally and talking about it, because I think that's one of the things we see is that sometimes we meet larger organizations where we have this one person who's realized this and they then need to convince everyone internally, because essentially, this is a major transformation that needs to happen.

00:30:03:23 - 00:30:29:00
Unknown
It's not only about, kind of improving your product page, it's about rethinking how we do marketing for e-commerce, because this is everything we've been talking about today. We talk a lot about organic, but it's also paid because paid marketing in search is changing fundamentally. Essentially, Google were quite, threatened in a way when ChatGPT came.

00:30:29:00 - 00:30:54:02
Unknown
And they have the $200 billion a year ad business that was kind of at risk. So they had to rethink how they do paid marketing inside the world of Google. They no longer can can throw an ad in your face before you even know what to buy. So essentially, with this new AI Max that Google is coming with, they will have you will have less ads, in your grid, but the ads that are shown will be more relevant.

00:30:54:03 - 00:31:25:03
Unknown
And how they are relevant is context. So everything boils down to your own relevance of your products and your context. So essentially, you cannot just, sit back and watch this, this change. You need to engage your entire team. If you're a small team, that's great because then you have fewer people to make these decisions. But I think that the main thing not to do is just, you know, cross your fingers and hope this blows away because it is a fundamental change.

00:31:25:05 - 00:31:49:15
Unknown
No. Absolutely no. Again, bringing you back to if you are a small seller, take the advantage of being small about, make fast decisions and go forward. Where can people go? And find out more about you guys and how can they get started? So we're at we'll got that AI with a W, and then I'm on LinkedIn, Eric with a k y candle with the W.

00:31:49:17 - 00:32:06:00
Unknown
And you can also email me at Eric at will. Got dot AI cool. I will put the links in the show notes as always, and you're just one click away. Eric, thanks so much. I think we can talk another two hours about this, but I'd rather have you back on the show in three months, and then by then there will be a million other changes.

00:32:06:02 - 00:32:23:05
Unknown
So I think this is a very interesting topic and the speed that it is moving forward, is just mind boggling. So for our listeners, check the website out, get in touch with Eric, and I'm sure this will help you a lot to move into into the future with your store. Thanks so much for your time today, Eric.

00:32:23:07 - 00:32:24:07
Unknown
Thank you.