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Watch on YouTube: https://youtu.be/ZWWZAjWjuRI

Consumers are increasingly using AI tools like ChatGPT and other Large Language Models (LLMs) to discover and evaluate products. This shift is beginning to transform the traditional path-to-purchase, with recommendations now being generated by algorithms rather than search results alone. This makes the digital shelf more important than ever. Product information no longer influences only search results on retailer websites; it increasingly feeds the datasets and content ecosystems that power AI recommendations. To do this, your hosts Christine and Daniel are accompanied by Beyza Kapu, Global Ecom Tech & Data Analytics Director at L'Oréal and Salim Bachatene, SVP Global Sales, eCommerce at NielsenIQ. We discuss: • Why AI discovery is becoming a new front door for commerce • How this shift is reshaping the path-to-purchase • Where AI gets its product information from—and why digital shelf execution matters • What brands should do today to ensure their products are visible, accurate, and recommendation-ready