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Practical thinking on AI discovery, GEO strategy, and ecommerce visibility.
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The Anatomy of a GEO-Optimised Store
What does a store that AI engines can read, trust and cite actually have? The discovery files, feeds, structured data and monitoring that make a catalogue legible to machines — a checklist of the destination.
Measuring AI discovery: what to track, and what to refuse to claim
Most AI visibility numbers are theatre. Here's what's actually measurable in AI product discovery, what isn't, and how an honest measurement system behaves.
The Discovery Channel That Never Tells You When You're Losing
One bestselling product, three AI assistants, three different answers — and not a single signal back to the brand. AI is the first major discovery surface in twenty years without an alarm system.
Four Supplement Brands Own Half the AI Shortlist
Benchmark data across thousands of supplement prompts shows citation concentration sharper than search ever produced: four brands took an estimated half of all observed citations — and in narrower category testing, a substantial minority of brands appeared zero times.
Optimising for ChatGPT Is Already the Wrong Goal
AI discovery isn't consolidating onto one assistant — it's fragmenting across several. That changes the job from gaming a single engine to making your product information coherent enough that any engine reads it the same way.
Does ChatGPT Recommend Your Brand? How to Check
A step-by-step way to test whether ChatGPT and other AI assistants recommend your products — and what to do when they don't.
What is Answer Engine Optimisation (AEO)?
AEO is how you get chosen as the answer when customers ask AI assistants and answer engines a question — and how it relates to GEO and SEO.
How to Choose an AI-Visibility Tool
A neutral buyer's guide to AI-visibility and GEO tools: the categories, the criteria that matter, and the questions to ask before you commit.
SEO Rewards Depth. AI Rewards Coherence.
A fortnight of AI visibility audits across supplements brands revealed one consistent pattern: the brands AI recommends aren't the biggest or the best-ranked — they're the ones whose product information agrees with itself.
Shopify Picked agents.md. The Default Is Bland.
Shopify has made agents.md the canonical agent-facing file across its production stores, with llms.txt mirroring it — settling the protocol argument on the platform where most consumer commerce happens. The second story: the default file every store ships says nothing about the brand.
Google Just Joined the Agentic Commerce Stack
The Universal Commerce Protocol, co-developed with Shopify, is Google's admission that AI conversations are now the shopping surface. The protocols are converging — and most catalogues aren't ready for what they reward.
Three Well-Known Brands. One Obvious Query. Zero Results.
An empirical test of Perplexity across footwear, apparel and furniture: three brands with real revenue and household recognition, absent from the AI's answer. Brand strength does not carry over into AI visibility.
AI Found the Product. Walmart Took the Cart Back.
Walmart wired 200,000 SKUs into AI checkout, watched conversion collapse, and pivoted to owning the transaction itself. The discovery and checkout layers of AI commerce are coming apart — and the value sits in the gap.
Most Shopify Stores Are Blocking the Bots They Want to Be Seen By
Cloudflare's managed robots.txt default blocks AI training crawlers and citation bots together. The result: months of GEO work made invisible by one toggle. Here's the split posture that fixes it.
The Ninety-Second AI Visibility Test
Three questions at three depths of buyer intent tell you whether AI assistants can recommend your brand — and which internal conversation you should be having if they can't.
AI Is a Discovery Channel, Not a Checkout Channel
New consumer research shows most US shoppers now bring AI into their purchase journey — but almost none of them check out inside it. The industry is building for the wrong half of that finding.
The Citation Layer Is Getting Smaller
AI assistants are searching more sources and citing fewer of them. As the consideration set shrinks from a list to an answer, brands are either named or invisible — here's what the narrowing means for ecommerce.
AI Doesn't Recommend the Best Products. It Recommends the Ones It Can Understand.
Ask an AI assistant for a product recommendation and the brands that appear aren't the biggest or the best — they're the ones with data a machine can parse. Here's why that gap exists and how to check where you stand.
GEO for WordPress: What WooCommerce Merchants Need to Know
WordPress powers a significant share of ecommerce. Here's how AI discovery applies — and what being AI-ready actually means for WooCommerce stores.
How Agencies Can Offer GEO as a Service
AI discovery is the next major channel. Here's why GEO belongs in your agency offer and how to position it to clients.
How AI Assistants Choose Products to Recommend
What's actually happening when an assistant recommends one product over another — and what it means for your store.
How to Prepare Your Shopify Store for AI Discovery
Most Shopify stores are invisible to AI assistants. Here's what AI-ready actually means and why the window to act is now.
SEO vs GEO: How AI Product Discovery Is Changing Ecommerce Visibility
Understand the difference between SEO and GEO, and why AI assistants are changing how products get discovered and recommended.
What is Generative Engine Optimisation (GEO)?
The next evolution of ecommerce visibility in the AI era.
Why Product Pages Alone Won’t Work for AI Search
Traditional product-page architecture is not enough for AI discovery. Here’s why intent-based discovery layers are now essential.