#5 - Gael Peigné - Rethinking the Digital Shelf: How AI Is Changing the Game for Brands with Shalion

In this episode, I host Gael, the VP of Strategic Marketing at Shalion, a company specializing in marketing intelligence that helps brands optimize their e-commerce strategy. We discussed his recent presentation at the ShopTalk Europe conference in Barcelona.

Key talking points:

• The Digital Shelf: We started by defining the "digital shelf," which is the digital version of a physical store shelf. It's how online retailers present products to their customers, with an emphasis on a vertical, one-dimensional layout and search, unlike in the physical world.

• The Generative AI Revolution: The main topic of discussion was how generative AI and tools like ChatGPT are changing the way we shop online. Users are no longer just searching with keywords but are asking complex questions in natural language. New AI shopping assistants like Rufus from Amazon and Sparky from Walmart are emerging and will play a key role in the future.

• From SEO to GEO: This shift creates the need for a new type of optimization called GEO (Generative Engine Optimization). Success in traditional Search Engine Optimization (SEO) no longer guarantees visibility in AI-generated answers. Brands must adapt, as AI engines use different sources and criteria.

• Practical Advice for Brands: Gael offered three concrete steps that companies can take today:

  1. Experiment with New Tools: Start using and analyzing the performance of AI assistants like Amazon Rufus to understand how they recommend products.

  2. Understand AI's Sources: Research which sources of information generative models use. It often turns out that in addition to e-commerce sites and specialized media, platforms like Reddit and YouTube carry significant weight. Presence and opinions on these channels are becoming crucial.

  3. Technically Adapt Websites: Make your websites accessible and readable for AI agents, which may in the future make purchases independently on behalf of users. This includes implementing protocols like MCP (Model Context Protocol) and clearly structuring product information in a question-and-answer format.

• Future Challenges: We also touched on the challenge this development poses for smaller, less-established brands. Since AI engines often recommend only a small number of verified and well-reviewed products, breaking through to the top will become even more difficult.