#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:
-
Experiment with New Tools: Start using and analyzing the performance of AI assistants like Amazon Rufus to understand how they recommend products.
-
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.
-
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.
Popular Podcasts
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Ruthie's Table 4
For more than 30 years The River Cafe in London, has been the home-from-home of artists, architects, designers, actors, collectors, writers, activists, and politicians. Michael Caine, Glenn Close, JJ Abrams, Steve McQueen, Victoria and David Beckham, and Lily Allen, are just some of the people who love to call The River Cafe home. On River Cafe Table 4, Rogers sits down with her customers—who have become friends—to talk about food memories. Table 4 explores how food impacts every aspect of our lives. “Foods is politics, food is cultural, food is how you express love, food is about your heritage, it defines who you and who you want to be,” says Rogers. Each week, Rogers invites her guest to reminisce about family suppers and first dates, what they cook, how they eat when performing, the restaurants they choose, and what food they seek when they need comfort. And to punctuate each episode of Table 4, guests such as Ralph Fiennes, Emily Blunt, and Alfonso Cuarón, read their favourite recipe from one of the best-selling River Cafe cookbooks. Table 4 itself, is situated near The River Cafe’s open kitchen, close to the bright pink wood-fired oven and next to the glossy yellow pass, where Ruthie oversees the restaurant. You are invited to take a seat at this intimate table and join the conversation. For more information, recipes, and ingredients, go to https://shoptherivercafe.co.uk/ Web: https://rivercafe.co.uk/ Instagram: www.instagram.com/therivercafelondon/ Facebook: https://en-gb.facebook.com/therivercafelondon/ For more podcasts from iHeartRadio, visit the iheartradio app, apple podcasts, or wherever you listen to your favorite shows. Learn more about your ad-choices at https://www.iheartpodcastnetwork.com
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.