Why Optimizing For Generative AI Is Challenging
Generative AI (GAI) chatbots are reshaping the shopping experience, and Similarweb analysts believe the trend will accelerate with the release of OpenAI SearchGPT.
Search and GAI chatbots function differently, although they are both key ways for consumers to discover information.
Affordable fashion brands have skyrocketed in chatbot searches. Consumers want to know which brand is the best to purchase.
Shein, a trendy and inexpensive clothing brand, has rarely been mentioned in query results, although it has been in the news lately because of its planned initial public offering (IPO).
Similarweb wanted to know why and look for insight into reasons for this significant gap between consumer awareness of this type of brand. AI chatbots represent a new way to search, but the transition to the technology will require a new generation of SEO techniques.
In tests run by Similarweb, two types of questions and answers were analyzed using AI chatbots.
The first question was an analysis of share of branded prompts in affordable fashion queries on GAI.
When analyzing how often brands are mentioned by name in a sampling of prompts entered into GAI platforms, Similarweb found Shein leading with 37.04% of the total GPT searches.
Temu was next with 31.11% — followed by H&M with 12.59%, Asos at 9.63%, and Zara, Fashion Nova, and Cider, which captured much smaller shares, indicating less frequent mentions in user queries.
The data indicates the popularity and consumer trust of these brands among consumers searching for affordable fashion choices.
It is significant that nearly two-thirds of consumers did not ask for any brand by name and were just looking for a recommendation.
The second question analyzed focuses on share of brand mentions in answers to affordable fashion questions.
When consumers asked GAI chatbots to recommend an affordable clothing brand, it first recommended H&M with an 88.89% share.
Asos followed with 48.89%, then Zara with 45.93% and Shein with 9.63%. Temu was absent from the results.
Similarweb analysts show the differences in SEO required by showing how recommendations do not come from previously input negative branded queries. Despite frequent backlash of the Shein brand, only 2% of the queries were negative. For example, queries such as “shein prices increase,” “how to return orders from shein,”, or “how shein is bad.”
As Similarweb analysts suggest, the disparity between search queries and responses highlights a crucial gap.
Although consumers are more frequently searching for brands like Shein and Temu, the GAI chatbots respond more often with H&M, Asos, and Zara.
There is an opportunity for brands to optimize their presence in GAI responses, Similarweb explains. Being referenced in chatbot responses builds consumer trust and increases brand engagement.
Brands should ensure their content is well-optimized for GAI algorithms through relevant keywords, providing detailed product information, and maintaining updated inventory data.
Collaboration with GAI platforms is important in order to understand how their algorithms prioritize responses. It is also important to gather and analyze customer feedback to adapt and refine strategies.
Understanding why consumers search for certain brands and what they expect in responses can help tailor content to meet these needs.
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