Earlier in 2025, Google changed the game in search engine’s user experience and functionality.

It rolled out the AI mode functionality, that was previously tested in the US into the UK. Some of the changes made included changing the platform from a keyword focus to more conversational, virtual Try-On (VTO), personalised shopping assistants, and agentic shopping and checkout purchases. 

With all the changes that are taking place in the search landscape, especially in the e-commerce sector SEO agencies and digital marketing agencies are changing strategies to target AI for brands. 

How Has SEO Changed as a Result of the Change in AI Mode in Search Engines 

These AI-driven changes go beyond user experience. They signify a major shift in how search engines display and prioritise content, which directly impacts SEO. With features, such as try-on’s, images and product descriptions being pulled (to identify product matches based on users descriptions/ queries), there is a shift in SEO strategies to focusing on:

• Optimising imagery (including image details) 
• Dane strukturalne 
• Szczegółowe opisy produktów 
• User experience and site speed 
• Building brand/ topical authority 

How Has The Competitive Landscape Shifted as a Result of Google’s AI Changes? 

While Google has consistently been the dominating platform for “traditional search”, some of the “newer” platforms are competing with Google when it comes to AI. 

ChatGPT, similar to Google has integrated a shopping AI feature, which allows users to discover detail product information and is moving shopping more towards purchase at click future. These are built using product, metadata and structured data and surface information from images to reviews. Open AI now allows users to buy things directly within ChatGPT using the instance checkout feature. The feature now allows you to go from a product search to a completed purchase in a single query. This means that users now can convert with minimal effort, further enhancing the demand in online versus in-person shopping.  

Similar to ChatGPT, Co-Pilot has introduced similar AI modalities that simplifies the shopping experience for users but with placing an emphasis on helping users within traditional search. We’ve seen:

• Price tracking has been added to product-related searches 
• Personalised shopping agent 
• Rich panel-based shopping experience  

How AI’s Changing the Game  

With the evolution of AI and search in the e-commerce space, we have not seen a huge change in SEO strategy, instead we have seen a shift in what the core focus or what the priorities are. Traditional strategies place an emphasis on page creation and wewnętrzne linkowanie, when focusing on SEO targeting in AI these are still important but there is a heavier emphasis on the importance of off-page, structured data and imagery optimisation. Thus, although changes are occurring in the e-commerce space, SEO is just having a shift in priorities. 

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How is Google’s new AI mode changing the way people search for products?

Google’s AI mode is moving search from a keyword focus to a more conversational experience. Users can now ask complex, natural language questions to find products. Features like Virtual Try-On (VTO) and personalized shopping assistants simplify the entire buying journey, making it faster and easier for customers.

What is the most important SEO change for e-commerce sites right now?

The most important shift is the focus on techniczne SEO elements like structured data and image optimization. Search engines use this data to understand your products for rich search results and AI features. Without correct structured data, your products are less likely to appear in personalized shopping agents and direct-purchase features.

Why is structured data now more critical than ever for e-commerce SEO?

Structured data helps search engines clearly identify details about your products, such as price, inventory, and reviews, in a machine-readable format. This information is key for AI shopping features, allowing them to pull details for comparison panels and direct checkout options. Proper data ensures your product is visible in the newest search experiences.

Does the rise of AI mean traditional SEO tactics like link building are no longer useful?

This is a common misconception; link building and authority are still very important. While there is a heavier priorytet on technical aspects like structured data and imagery, building brand and topical authority remains essential. AI features often prioritize well-known, trusted brands when surfacing product matches, which is still established through strong off-page SEO.

What does “optimizing imagery” involve in the context of AI search?

Optimizing imagery goes beyond simply using descriptive file names and alt text. It now involves providing high-quality, clear images from multiple angles that AI can analyze for visual product matches. For products that support it, offering images for features like Virtual Try-On must be a priority to compete in the new search landscape.

How are platforms like ChatGPT and Co-Pilot simplifying the online purchase process?

Platforms like ChatGPT and Co-Pilot are integrating shopping AI features that simplify the buyer’s journey from search to purchase. They allow users to go from a odkrywanie produktów query to a completed purchase using embedded checkout features. This agentic shopping simplifies the process by reducing the number of steps to convert.

Should I prioritize website speed and user experience over detailed product descriptions for SEO?

All of these factors are important, but user experience and site speed (UX) are foundational. A fast, well-organized site keeps users engaged and signals trust to search engines. Detailed product descriptions are then necessary for AI to understand and match your item to specific, complex user searches, making both priorities.

What unique perspective should a brand have when creating content for a search world driven by AI?

Brands must view their content and product listings as training material for the AI. You are not just writing for a human reader but for the AI agent that will present your product to the customer. This means your descriptions must be precise, your inventory accurate, and your site’s data completely clean and structured.

How can a business start building brand authority to address AI’s trusted source preference?

Start by creating content that genuinely answers specific user questions beyond simple product sales, establishing yourself as a resource. Focus on garnering high-quality mentions and backlinks from authoritative sites in your industry. This demonstrates expertise and trust, which AI uses as a signal when recommending products.

What is the practical, immediate step I can take to adapt my e-commerce site for these AI changes?

The most immediate and practical step is to audit and update your product pages with correct, thorough, and complete Schema Markup (structured data). Ensuring every product includes rich snippets for reviews, availability, and pricing is non-negotiable for appearing in the customized and agent-based shopping panels.