AI Impact on Digital Commerce Search and Discovery

This research note discusses the impact of AI, particularly LLM-based GenAI, on digital commerce search and product discovery. It outlines how digital commerce leaders must adapt to the evolving landscape of search to meet changing customer expectations. The document details various innovations, including hybrid search capabilities, algorithmic merchandising, and the role of guided selling assistants. It emphasizes the shift towards natural language queries and the importance of optimizing experiences for both users and traditional search crawlers. The note also highlights the need for organizations to prepare for a future where search becomes increasingly mediated by LLMs and agentic scenarios. Additionally, it addresses the challenges of maintaining a branded web presence and the necessity for improved product data to remain competitive in the changing digital commerce environment. The document concludes with recommendations for organizations to enhance their search and discovery experiences in light of these developments.