Are consumers quietly abandoning Google? Goldman Sachs: AI becomes the new entry point for shopping, retail landscape may be reshaped.

```

AI platforms are replacing traditional search and becoming the new entry point for e-commerce traffic, forcing brands and retailers to restructure their digital strategies.

At the recent Shoptalk retail summit held in Las Vegas, Goldman Sachs analysts Brooke Roach and Kate McShane pointed out that the starting point for consumer shopping is undergoing structural migration, and AI platforms are evolving into the new entry for commercial transactions.

Over the past few months, the trend of consumers starting their shopping journeys outside brand websites or search engines has accelerated. American apparel retailer GAP revealed that consumers from AI agent channels show stronger purchase intent and higher conversion rates, and the company has proactively joined rather than waited.

This trend creates double pressures for brands and retailers: They must quickly establish a presence in AI channels, while also addressing challenges around declining consumer trust in AI-generated content. Brands that take the lead in building AI channels are likely to gain an edge in the new round of traffic restructuring.

Traffic entry migration, search engine status challenged

At the Shoptalk conference, many retailers and consumer brands reported that consumer shopping starting points are shifting from traditional search engines to AI platforms, and this change has noticeably accelerated in recent months.

GAP positions itself as an early mover and has joined Google’s Universal Commerce Protocol early partner program. This protocol allows merchants to directly embed membership systems, promotions, and shopping cart functions into the large language model environment rather than redirecting to a generic external page, thereby maintaining a complete brand experience in AI interaction scenarios.

For retailers, the rise of AI channels means traditional traffic logic faces restructuring. The competitive advantages formerly built on Google search rankings and Amazon shelf placements now risk being reshaped in AI-driven shopping scenarios.

Brands accelerate deployment of AI shopping tools

Several consumer brands have disclosed progress in launching AI shopping tools.

Beauty retailer Sephora announced the launch of its exclusive app within ChatGPT, allowing users to connect their accounts and receive personalized beauty recommendations based on skin type, shade matching, and other personal information. Management stated the company is conducting experimental explorations of the ecosystem, seeing AI as a new channel extending its core positioning as a “trusted beauty advisor.”

Paint brand Behr partnered with Google Gemini to launch a paint visualization tool, helping DIY customers overcome the difficulty of color selection and boost purchasing confidence.

Home improvement retailer Home Depot launched the shopping agent Magic Apron to provide quick answers for home improvement projects. Lowe’s, meanwhile, offers its AI assistant MyLow for personalized recommendations to store employees and consumers. Management pointed out that consumer expectations have changed—they are no longer satisfied with keyword-matching search results, but instead expect comprehensive answers.

Goldman Sachs analysts noted that establishing brand relevance in a large language model environment is a completely different challenge than traditional search engine optimization. LLM crawlers collect content differently from classic search crawlers and are blocked more frequently, meaning that brands need to develop entirely new content strategies for AI platforms.

Authenticity becomes a scarce asset, consumer trust in AI content is in doubt

Despite the rapid proliferation of AI shopping tools, the issue of consumer trust in AI-generated content is emerging and has become a key topic of discussion among participating brands.

Reddit pointed out at the conference that consumer trust in online information continues to decline. Users are rejecting AI-generated content because it tends to simply repeat information from other sources, and are instead seeking answers based on real usage experiences.

American Eagle Outfitters emphasized the need to continually test marketing ideas and pay attention to consumer feedback. The company stated that AI-generated content must be clearly labeled on platforms to avoid consumers believing the brand intends to mislead, thus upholding brand integrity.

In building AI channels, balancing the speed of technology implementation and consumer trust management will become a key variable determining actual conversion outcomes.

Risk Warning and DisclaimerThe market carries risks; investment should be cautious. This article does not constitute personal investment advice, nor does it take into account the specific investment goals, financial situation, or requirements of individual users. Users should consider whether any opinions, viewpoints, or conclusions in this article suit their specific situation. Any investment based on this is at your own risk. ```