Our Latest Insights

Large language models are increasingly used to help people shop online. They suggest products, compare options and explain why something might be a good choice. But which model is actually best at this?

With the release of GPT 5.2, the GEO landscape has once again shifted. Here are our top actionable tips for eCommerce brands to optimise their visibility in this new model.

OpenAI launched Shopping Research on November 24, 2025, introducing a dedicated shopping experience powered by a reinforcement-trained variant of GPT-5 mini that fundamentally changes how 700 million ChatGPT users discover products.

"The future is here, it's just not yet equally distributed." William Gibson's famous quote perfectly captures what I witnessed at CoCreate2025 last Friday, listening on stage Stephanie Zhao from Alibaba Group unveil their latest AI shopping innovations.

Target's launch of AI-powered shopping features on November 12, 2025 marks another major retailer embracing conversational commerce, joining Amazon's Rufus (which drives $10 billion in incremental sales) and Walmart's Sparky in transforming how millions discover and purchase products.

How browsers like Mosaic and Chrome shaped the web, and why Atlas marks the next major shift from search to conversation.

The retail landscape just experienced a seismic shift. On October 14, 2025, Walmart announced a partnership with OpenAI to enable shopping directly through ChatGPT, giving 700 million weekly ChatGPT users instant access to Walmart's entire product catalog without ever visiting Walmart.com. Combined with Walmart's proprietary AI assistant Sparky, which CEO Doug McMillon projects will become "the primary vehicle for discovery, shopping and for managing everything from reorders to returns", the message is clear: conversational AI is now the storefront. For Walmart vendors, this raises an existential question: When algorithms, not search bars, decide what gets recommended, how do you ensure your products are even visible?

OpenAI launched Instant Checkout in ChatGPT, letting 700M+ weekly users buy from Etsy and Shopify merchants directly in chat. Here's what this means for your business and how to get enabled.

Who Talks to the Machines?

Mars Inc & Azoma launch a global partnership

Publishing Azoma's data from millions of prompts showing what sources AI Answer Engines like ChatGPT and Google AI Overviews cite, for general and ecommerce queries

For twenty years, the mantra was simple: optimize for Google. But in 2025, search visibility isn’t just about Google rankings. It’s about where AI systems — from GPT-5 to Microsoft Copilot — pull their answers.

More than half of British consumers (55%) are now using generative AI tools like ChatGPT to help them shop online, according to new research from Omnisend. What began as an experiment in conversational search is rapidly becoming the default way people discover, compare, and buy products.

How E-Commerce Must Adapt to AI-based Search

ChatGPT agent is ready to introduce itself

OpenAI to release web browser in challenge to Google Chrome

Condé Nast and Hearst strike Amazon AI licensing deals for Rufus

A Comprehensive Analysis

Google’s New MUVERA Algorithm Improves Search

Inside the LLM Gold Rush for Podcasts

Complete guide to Target AI optimization. How Gift Finder and Shopping Assistant work, competitive analysis vs Rufus/Sparky, and proven tactics.

OpenAI's ChatGPT browser, Perplexity Comet, and Google Mariner represent the future of agentic search. Compare features, strategy, and what this means for Google's search dominance in 2025.

GPT-5's 2025 launch will revolutionize how customers find brands through AI. Learn intelligent routing, UGC integration & personal context changes.

How Walmart Sellers can Optimize their Product Listings to be Reccomended by Walmart Sparky

Websites will continue to lose traffic due to AI search experiences like AI mode and ChatGPT, but the traffic they do receive will be higher converting

ChatGPT has officially overtaken Wikipedia in monthly traffic. The irony? ChatGPT was trained on Wikipedia data. The insight? It is ChatGPT's most cited platform.

Learn about personalized search and how Google’s personal context will change SEO and gain insights in to persona optimization.

Googles new SynthID digitally watermarks content, including text, images, video, and sound.

AI Mode represents the most significant evolution in Google since the introduction of RankBrain, fundamentally changing how users interact with answer engines.

Our study of ChatGPT referral traffic reveals which business categories will be the first to adopt AI search

Fidji Simo’s appointment as CEO of Applications at OpenAI has sparked buzz about AI and e-commerce — but the reality is more complex. Here’s what her new role really means, and why it still signals a shift in how AI will reach the consumer internet.

Discover how to optimize your online shopping experience with ChatGPT Shopping. This article covers all the fundamentals you need for AI Shopping Optimization.

Azoma.ai is proud to announce the immediate availability of OpenAI’s gpt-image-1 API—ChatGPT-4’s native image-generation engine—within our enterprise-grade GEO platform, live just 72 hours after OpenAI’s public release OpenAI. This milestone reinforces Azoma's commitment to rapid innovation, delivering studio-quality visuals and conversion maximization for e-commerce brands at light speed.

OpenAI's ChatGPT is on the verge of integrating a native "Buy Now" feature, potentially through a partnership with Shopify. This move signifies a transformation from a conversational assistant to a full-fledged commerce platform.

Amazon's integration of Alexa+ with Rufus and Claude is revolutionizing product discovery through conversational AI. Implement practical strategies to optimize your listings for increased visibility in this new shopping paradigm.

Adobe's latest report reveals 53% of consumers are using AI shopping assistants in 2025, with traffic from tools like ChatGPT increasing by 1,950% year-over-year and generating visitors who show 8% higher engagement, browse 12% more pages, and are 23% less likely to bounce.

In October '24 Rufus answered ~274.3 million daily questions, or ~13.7% of total Amazon searches. This percentage is growing rapidly and could be 25-35% by the end of 2025.

AI chatbots like ChatGPT are reshaping search in 2025, requiring businesses to shift from traditional SEO to Generative Engine Optimization (GEO) techniques. Platforms like Perplexity and ChatGPT Search are seeing rapid adoption, with users favoring longer, conversation-style queries over traditional keyword searches.

To optimize for ChatGPT Search, eCommerce sellers should focus on intent-based matching by creating in-depth, authoritative, and user-focused content that aligns with AI-driven search priorities.