OpenAI has begun rolling out direct-purchase functionality across its platform in the US, starting with Etsy and expanding to Shopify and premium brands like Skims. This isn’t just another sales channel or convenient checkout feature. It represents a fundamental restructuring of how brands compete for customers, shifting power from advertisers to algorithms in ways that make the mobile commerce revolution look incremental by comparison.
British retailers face a critical window of opportunity before AI-mediated purchasing becomes the norm. The old playbook is obsolete. Brands that have relied solely on paid search and performance metrics are about to discover they’re invisible to AI.
The end of performance marketing as we know it.
For the past two decades, digital marketing has operated on a straightforward premise: success means data-driven targeting, keyword bidding, and optimising cost-per-click. Performance marketing rewarded the biggest ad budgets and the smartest retargeting campaigns. But in AI-first commerce, those advantages evaporate.
When a consumer asks ChatGPT to “order sustainable coffee beans” or “find a boutique hotel in London,” the AI doesn’t present a ranked list of paid placements. It analyses credibility signals; media coverage, expert endorsements, content quality, social proof, review patterns, sentiment analysis, and either recommends a single choice or completes the transaction directly.
If a brand fails to register in that digital ecosystem, it simply won’t appear when the algorithm decides which product or service to recommend. AI doesn’t optimise for ad spend; it prioritises authority, consistency, and presence across every channel where customers engage.
Authority over advertising: the new market reality
This transition dismantles the pay-to-play model that has dominated e-commerce. AI systems don’t respond to bidding wars or sponsored placements the way search engines do. Instead, they assess brand credibility through dispersed signals across the digital ecosystem: press mentions, influencer authenticity, review sentiment, content authority, and messaging consistency.
This isn’t about gaming systems or finding new optimisation tricks. AI visibility is earned, not bought. Brands need to build genuine authority across every channel where their reputation exists, PR coverage, influencer partnerships, owned content, third-party reviews, social media presence. The AI aggregates all of that when making recommendations.
For marketers trained on conversion tracking and campaign attribution, this represents a profound shift. Brand-building activities previously considered difficult to measure now become essential infrastructure. The cumulative effect of reputation across channels matters more than any single high-performing ad campaign.
Why British brands must act now
American brands are already adapting. Skims is a clear example: the brand invested heavily in omnichannel presence from launch, ensuring consistent messaging across influencer partnerships, PR, social media, and content marketing. When AI systems evaluate fashion brands, Skims appears repeatedly as a credible, authoritative choice. That omnipresence translates directly into AI-driven recommendations.
Already in the UK, 35% of consumers now use AI to guide shopping decisions, yet most retailers remain unprepared. Only 61% have dedicated AI teams, leaving a growing gap between British and global competitors. When AI becomes the buyer, selecting and purchasing on behalf of users, the brands it doesn’t recognise won’t even be considered.
British businesses have perhaps six to twelve months before AI purchasing moves from early adoption to mainstream behaviour. The brands building AI visibility now will dominate their categories for years. Those that wait will find themselves invisible to an entirely new generation of commerce.
UK retailers must also dismantle internal silos, PR, digital, influencer, and content teams can no longer operate in isolation. AI doesn’t see departments; it assesses the brand as a whole. Inconsistency isn’t just inefficient; it makes you disappear.
Building AI visibility
AI visibility starts with a clear audit of how your brand appears across the digital landscape, from owned channels and social profiles to earned media, influencer mentions, reviews, and community discussions.
The objective is depth and consistency. AI recognises brands that appear repeatedly across diverse sources with coherent messaging and demonstrated authority. A brand mentioned positively in trade publications, recommended by credible influencers, reviewed favourably by customers, and featured in reputable media outlets signals reliability that paid advertising alone cannot establish.
Content strategy becomes critical, but not content for content’s sake. AI-friendly content demonstrates genuine expertise, addresses substantive questions, provides value independent of selling, and establishes the brand as a knowledgeable voice. This requires investment in educational resources, thought leadership, and meaningful engagement with sector conversations.
Quality now definitively trumps quantity. Marketing is no longer about flooding the internet with content. It’s about producing the right content. AI prioritises authority, trust signals, and contextual relevance. Authoritative backlinks, expert insight, verified reviews, and credible sources outweigh high-volume, low-quality output every time.
The omnichannel imperative
Most critically, brands must dismantle internal silos that separate PR, content, social media, influencer relations, and SEO. AI doesn’t distinguish between these channels; it evaluates cumulative effect. A brand with excellent SEO but no PR coverage, or strong influencer partnerships but weak owned content, presents an incomplete picture that AI may interpret as less credible.
It’s not about doing more; it’s about ensuring everything you already do tells the same story across every channel where AI might find you.
This integration extends to measurement frameworks. Traditional metrics like click-through rates or conversion rates from specific campaigns become less meaningful when purchases occur through AI intermediaries. Brands need to track broader indicators: share of voice in relevant conversations, sentiment across channels, content engagement depth, and how often they’re recommended by AI systems.
What AI visibility actually measures
The shift to AI-mediated commerce accelerates an underlying trend: the movement from transactional marketing to relationship-building. AI systems, attempting to serve users effectively, prioritise brands with established trust and authority. They function as sophisticated reputation aggregators rather than blind conduits for paid placement.
This rewards brands that have invested in genuine quality, customer satisfaction, ethical operations, and transparent communication. It penalises those that have relied primarily on performance marketing muscle or aggressive acquisition tactics. The market doesn’t level; it tilts toward those who’ve built authentic authority over time.
For UK retailers, particularly small to mid-sized businesses, this could equalise or devastate, depending on response speed. A boutique brand with strong customer relationships, consistent PR presence, and authentic influencer partnerships may actually outperform larger competitors who’ve relied heavily on paid search. But only if they understand the new evaluation criteria and act accordingly.
Levelling the playing field: how small retailers can use AI
The first step is simple: run an AI visibility audit. Search your brand across AI platforms and see what appears, how you’re described, whether you’re recommended, and why. The results reveal how your digital footprint shapes AI perception.
AI doesn’t just challenge large brands; it empowers smaller businesses with tools that were previously out of reach. Small retailers can use AI strategically to sharpen messaging, improve visibility, and identify opportunities.
- Create smarter messaging. Use large language models (LLMs) for perspective-taking exercises. Ask the AI to step into the shoes of your ideal customer and reveal needs, motivations, and phrasing that resonate. This generates insight similar to expensive focus-group testing.
- Search for yourself. Run prompts a buyer might use and see whether your business appears. This provides direct feedback on how AI frames you relative to competitors and where visibility gaps exist.
- Differentiate with precision. Ask the AI to propose messaging that highlights what makes your offering distinct, your values, sourcing, experience, or craftsmanship. The more specific and detailed your prompts, the stronger and more differentiated the suggested narratives.
Then, address gaps systematically. Weak media presence? Invest in PR. Sparse content? Develop resources that demonstrate expertise. Limited third-party validation? Build relationships with credible voices. Inconsistent messaging? Align every channel.
Early movers will gain lasting advantages. AI learns cumulatively, reinforcing trusted brands over time. Those who wait may find themselves locked out of a major commerce channel before they realise it.
The stakes are higher than channel addition
This isn’t about adding ChatGPT as another line item in multi-channel strategy, it’s a structural shift in how purchases are made. When customers delegate decisions to algorithms, brands either register as trustworthy options or disappear from consideration entirely.
When your customer lets AI choose, will it choose you?
The answer depends entirely on the work brands do now to establish an authoritative, consistent presence across the channels AI monitors and trusts.
The rules have changed, success is no longer about the biggest ad spend, but the strongest reputation. In the era of AI-first commerce, brand is king again, defined not by slogans or spend, but by authority, trust, quality, and seamless presence across every channel
British retailers can lead this transition, follow it, or watch from the sidelines as AI-curated purchasing reshapes their industries without them. The window for strategic positioning remains open, but it’s closing measurably. The brands acting now won’t just survive the transition to AI commerce, they’ll define what success looks like within it.
