AI and Luxury Sites Reshape Product Research
Shifting Consumer Habits & Data Highlights
Recent research from Akeneo and Yext reveals a significant shift in how UK consumers conduct product research. Increasingly, shoppers rely on AI agents such as ChatGPT and Amazon Rufus, alongside luxury brand websites, over traditional retail or marketplace platforms. This trend indicates a growing preference for personalized, trusted, and detailed information when making purchase decisions.
The High Stakes of Product Data Quality
Trust, Abandonment, and Brand Loyalty
The quality of product data plays a defining role in shaping consumer trust. Inaccurate, incomplete, or poorly structured product information can cause shoppers to abandon their journey, eroding brand loyalty and reducing sales. Marketplace sellers face mounting pressure to provide accurate descriptions, clear images, and structured data that algorithms can easily interpret. Without this, brands risk losing visibility and credibility in a competitive environment.
Adapting for AI: The New Imperative
What About Social Commerce?
Marketplace brands must adjust their product information management strategies to meet AI-driven search requirements. Structured, machine-readable data enhances discoverability on emerging AI platforms and luxury brand sites, which employ advanced technology to present curated, relevant results. Meanwhile, the role of social commerce as a primary research channel is diminishing. Although social platforms remain valuable for engagement, brands should reconsider their reliance on these channels for product discovery and instead focus on optimizing data for AI integration and trustworthy direct sources.
Your Path Forward
For marketplace sellers and brand managers, the path forward involves prioritizing the accuracy, completeness, and organization of product information. Integrating Product Information Management (PIM) systems that support data consistency and AI-readiness is essential. Monitoring evolving consumer preferences and technology trends will allow brands to stay competitive. By embracing these changes, marketplace businesses can build consumer trust, improve digital discoverability, and secure higher conversion rates in an AI-influenced marketplace landscape.
