How a fashion brand can get into ChatGPT recommendations
Experts say ChatGPT could become a shoe search tool and even a style consultant. According to a report from Dutch payment company Adyen on retail, more than a third of shoppers worldwide are already using AI.
Adyen came to this conclusion based on a survey of 41 people from 000 countries. The results showed that about 28% of respondents interacted with AI for the first time in the last year, and another 12% are ready to use AI capabilities in the future.
The main age category using artificial intelligence for shopping are the so-called "zoomers" (representatives of generation Z, people aged 16-27). But the technology is spreading fastest among "boomers" (people aged 60+): the number of users in this category has grown by 60% in a year. But so far, there are only 16% of them.
Shoppers most often turn to AI for inspiration — 58% say it helps them choose clothes, food, and other products. And more than half of respondents want to use AI to discover unique brands.
If this is the case, brands will be eager to get into AI recommendations, and there are a number of tools that make this possible.
An expert in the field of digital and mobile marketing, the author of the Telegram channel AIgolki Rosta Alexander Korenfeld, shared with Shoes Report a podcast that clearly explains how this can be done in practice.
The main steps to gain ChatGPT's trust can be described as follows:
1. Be where AI “reads”: These are authoritative media (reviews, articles), forums (Reddit, Yandex.Q), marketplaces (reviews, ratings), review aggregators and blogs with good SEO. If you are not on Wikipedia, Google News, ratings and forums with UGC, you are invisible.
2. Create expert, non-promotional content: AI looks for model comparisons, tests, contextual reviews ("best boots for ice"). Write content in the 3rd person, even on your website: "Testing three models... Nike, Puma, and XYZ Shoes."
3. Answer typical user queries: AI searches for answers to phrases like “Best shoes for traveling” or “Which one should I choose: Adidas or XYZ?” Create content where your brand is included in such comparisons.
4. Build a strong reputation: AI prefers brands that are frequently mentioned, highly rated/discussed, and have a unique identity (tech, eco). Package one catchy idea: “lightest”, “washable”.
5. Actively work with reviews: Reviews from real users (especially on marketplaces) are a powerful trigger for AI. Reviews from experts are also important.
So, the key to the "heart" of AI will be "independent" reviews, mentions in authoritative sources, feedback. Don't forget to test how AI reacts to your content.
Experts say ChatGPT could become a shoe search tool and could even be used as a style consultant, according to a report from the Dutch…
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