25. AI & the Future of Pet Brands: How to Stay Visible in a Changing Digital World with Luke Thorn from WebRefresh

In this episode, Erin steps in as host (while Tarryn is travelling) to chat with Luke Thorn from WebRefresh about how AI is reshaping the world of eCommerce - and what that means for pet businesses.

From skyrocketing ad costs and SEO shifts, to the rise of conversational search and AI-driven shopping, this episode unpacks what brands need to know right now to stay visible and competitive.

We discuss:

• How pet parents’ online search behaviour is changing with AI tools like ChatGPT and Gemini
• Why brand mentions and reviews matter more than ever in AI results
• The shift from keyword stuffing to conversational copywriting
• Common misconceptions about AI (and why ignoring it could cost you)
• Practical ways to make product pages more “AI-friendly”
• The role of blogs and content as long-term assets for visibility
• Red flags that show a brand isn’t ready for AI search
• Case studies of brands already seeing big ROI from AI visibility
• Luke’s bold prediction on the future of websites and eCommerce
• Where to start if you’re feeling overwhelmed by AI

Tune in for a mind-expanding and practical conversation that will help you future-proof your pet brand - and see AI as an opportunity, not something to fear.

Checklist Downloadables:

Ecommerce AI Search Optimisation Checklist

Local AI Search Optimisation Checklist

Luke’s Links: 

WebRefresh Website: https://www.webrefresh.co/

WebRefresh Instagram: https://www.instagram.com/webrefresh/

WebRefresh Facebook: https://www.facebook.com/webrefreshco/

WebRefresh LinkedIn: https://au.linkedin.com/company/web-refresh-co

Connect with Luke on LinkedIn: https://www.linkedin.com/in/lukethorn/

Learn more about the Pet Parent Decision-Making Matrix at go.petbizcreatives.com/matrix

The Pet Biz Project podcast helps you to build meaningful relationships with and sell more effectively to one of Australia's fastest-growing consumer groups, Pet Parents.

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