AI models commoditize. Your unique shopping data does not.
I argued back in 2023 that AI models do not create moats. Models commoditize weekly. What cannot be copied is your record of real intent and real purchases. Every conversation and every click is, by definition, unique and authentic, the one signal no general model has. With it you can power discovery, personalize the page, and earn your place in AI answers. That is why the future belongs to branded AI models, trained on a brand’s own behavior.
— Three Mistakes Brands Make In The Age Of AI-Driven E-Commerce · Forbes