Users bypass homepages while brands invest in generative engine optimization.
It’s not yet clear how AI agents will win in e-commerce. Users prefer answer-first experiences powered by ChatGPT, Gemini, and Perplexity. They now bypass the homepage entirely, leading to a decline of the website. Brands, on the other hand, are pushing GEO, which is Generative Engine Optimization. They’re also creating ChatGPT-like experiences on their site search. Meanwhile, LLMs like OpenAI and Perplexity want to integrate agent capabilities and the ability to place ads.
— AI Agents - The Internet Is Being Rewritten - Survey Users Vs Brands? · Forbes