In 2025, your first “sales rep” isn’t your website or your ad spend, it’s an AI assistant. Tools like ChatGPT, Google Gemini, and Claude are shaping the answers customers see long before they visit your product page.
And here’s the truth: if AI can’t explain your product clearly (what it is, why it matters, and how it compares) you’ve already lost the customer.
This isn’t hype. Adobe Analytics reported a 1,200% increase in traffic from generative AI sources between mid-2024 and early 2025. Even more important, these visitors stay longer, view more pages, and bounce less than traditional search referrals. In other words, customers coming from AI aren’t just clicking, they’re exploring.
By July 2025, Adobe found that AI-driven visits were nearly on par with traditional traffic in terms of revenue per visit. That’s a dramatic shift from a year earlier, when AI clicks were almost worthless. Retail Brew confirmed the same trend: AI-driven traffic still converts slightly lower than other sources, but the gap is closing fast.
Forbes went further: generative AI traffic to U.S. retail sites has surged 4,700% year-over-year. That’s no longer an experiment. It’s a new revenue channel.
AI doesn’t show search results, it gives answers. If your brand shows up, the assistant has to explain it in plain language.
That means the quality of your product information (your content, structure, and clarity) directly shapes how customers perceive you. If your descriptions are vague, outdated, or inconsistent, AI will either skip you or misrepresent you. AI acts like a shortcut to trust. The better you equip it to explain your product, the higher the chance customers will believe, click, and buy.
On Amazon, enhanced A+ Content has become the norm. Clear visuals, structured comparisons, and mobile-first layouts aren’t just for human shoppers, they help AI parse and explain your product more accurately.
Think beyond keywords. AI assistants look for:
If you don’t explain your product clearly, AI can’t either.
New practices like Generative Engine Optimization (GEO) help brands monitor their “AI share of voice”, how often and how accurately they show up in AI answers. Companies already investing here are protecting visibility while others remain invisible.
For executives, the challenge is simple: if customers are discovering through AI, are you discoverable? Adobe’s data shows this traffic is already valuable. Forbes reminds us it’s scaling exponentially. And Retail Brew shows that conversions are catching up fast.
If your product pages, brand assets, and content aren’t designed for AI to explain, you’re leaving money and authority on the table.
Winning in AI-driven discovery isn’t about chasing clicks. It’s about clarity, authority, and consistency. Every AI mention is either a vote of confidence or a missed opportunity.
Brands that succeed will:
AI has already become the first touchpoint in the customer journey. If it can’t explain your product, your customer won’t either.
The takeaway is simple: optimize for clarity, structure your content for AI, and treat this channel as seriously as search or ads. Because in the new era of discovery, explanation equals revenue.