With 50% of consumers already using AI when searching for products online, LLM-powered search is quickly (if it hasn’t already) becoming the de facto way consumers discover, evaluate and compare retailers.
Whether it be through ChatGPT, Gemini or Google’s AI overviews, search activity through LLMs is only set to increase, with McKinsey reporting that it will impact $750 billion in revenue by 2028.
And who can blame consumers for flocking to LLM-powered search? It collapses the funnel into a single one-stop shop that has inspiration, product information, suitability, and ratings and reviews all in one place.
The retail industry therefore faces a new battleground: algorithmic sentiment.
Unlike traditional SEO, where visibility hinges on keywords and backlinks, LLM search surfaces opinions, narratives and contextual signals drawn from across the open web.
For retailers, this means brand perception is no longer shaped solely by marketing campaigns or customer reviews but by how an AI model interprets the totality of their digital footprint.
As a result, brands must now treat LLM search as both a brand channel and a customer experience touch point – one that requires the same investment, rigor and creativity as any other part of the funnel.
Wait, AI has Feelings Now?
Now, I know what you’re thinking by me saying “AI sentiment” – does AI feel things now? Do we all need to stop typing into ChatGPT right this second or risk a Terminator-esque uprise in the next 10 years?
Well hold your horses, because in this instance AI sentiment doesn’t quite mean we should be worried about having AI overlords anytime soon. When we refer to sentiment, we are typically looking at how an AI model interprets, summarizes and communicates the tone, reputation and trust signals associated with a specific business.
Continue reading at Retail Touchpoints.
