GEO (Generative Engine Optimization) is transforming e-commerce by focusing on getting brands mentioned by AI models like Rufus, ChatGPT, and Google Gemini. Max Sinclair, CEO of eComtent and former Amazon employee, shares insider perspectives on how AI is reshaping product discovery and what sellers must do to maintain visibility.

• Amazon's Rufus handles approximately 275 million queries daily (14% of all Amazon searches)
• Traditional keyword optimization becoming obsolete as AI uses token-based understanding
• Product listings must address five key dimensions: subjective properties, events, activities, purpose, and audience
• Multimodal optimization required - both text content and images must provide contextual information
• AI shopping assistants already influencing 60% of product research journeys
• Seasonal optimization opportunities exist by regularly refreshing content for different events
• Future AI developments will lower barriers to entrepreneurship while potentially disrupting traditional employment

The AI revolution in e-commerce isn't coming - it's already here. Optimize your listings for AI visibility or risk becoming invisible to shoppers using these increasingly dominant tools.

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