By Fiona Reid
Whether they’re opting for ChatGPT or Google Gemini, consumers are increasingly using artificial intelligence (AI) tools to find product information, leading to a reduction in organic traffic. But there are strategies that beauty brands can use to stay visible in Al-generated content, including optimised structured content and building topical authority. Fiona Read, Director of International Business at global e-commerce accelerator Pattern, shares her expert tips.
What impact is Al search having on beauty brands?
Since the boom in AI search, we have seen organic traffic drop for beauty brands as tools like ChatGPT and Google Gemini now answer product questions directly. Instead of clicking through to websites, users get quick, confident responses from AI, reducing the chances for brands to win clicks through traditional searches. These responses often feel more trustworthy to consumers as there are no ‘pay to play’ elements, and they can often offer more personalised recommendations than traditional routes. For brands, this can lead to fewer site visits unless they’re mentioned in the Al’s response.
