Four Ways to Prepare Product Information for AI Shopping

Chris Sachs and Aris Vrakas outlined four areas for marketers to address as they prepare products for AI shopping experiences in Google and ChatGPT. Their approach, covered by Search Engine Journal, focuses on product page accessibility, shopper language, connections between feeds and pages, and testing.

The first step is to make product pages retrievable. In practice, that means treating the page as a source of product information, not just as a destination for shoppers who have already found an item. Marketers can review whether the information they want shoppers to discover is available on the relevant page and whether the page itself can be reached.

The second area is language. Sachs and Vrakas recommend using the terms shoppers use when looking for products. For marketing teams, this suggests reviewing product descriptions from a shopper’s perspective: how might someone describe the item, and does the page make that description clear? The emphasis is on connecting the product information on the page with the language of a potential purchase.

The third move is to connect product feeds with product pages. Rather than treating the feed and the page as unrelated pieces of marketing work, teams can review them together. That makes the relationship between a product listing and its corresponding page easier to assess and gives marketers a way to check whether the information they maintain in each place supports the same product.

Testing completes the four-part approach. Marketers can check the results of their work instead of assuming that a page or feed change has had the intended effect. A useful review can return to the earlier steps: whether a product can be found, whether the language used to describe it reflects how shoppers search, and whether the information presented connects back to the appropriate page.

What this means for marketers

Review product pages and feeds together, using shopper language as a guide. Then test what appears when looking for products in the relevant shopping experiences. The four steps provide a practical way to organize the work: start with retrievable pages, assess their wording and feed connections, and use the results to decide what to review next.