This Black Friday and Cyber Monday, answer engines accelerated consumers’ discovery and evaluation of various products, yielding higher-quality traffic. According to Adobe, Black Friday traffic from answer engines to US retailers’ sites was 38% more likely to purchase than non-answer-engine-sourced shoppers. Purchases still occur on retailers’ sites. Shipping, customer service, and payments remain retailers’, not answer engines’, risks to bear. Nonetheless, answer engines effectively generate commercial intent. Capabilities like OpenAI’s new shopping research experience and Google’s various new tools facilitating conversational shopping and price tracking increasingly stick with buyers’ journeys.
Answer Engines Are Coming For Your Customers
In the near term, answer engines’ greatest commercial impacts are on the top and middle of the funnel. Answer engines turn hours of self-directed, messy research into minutes of guided, focused Q&A, condensing discovery. Answer engines’ AI-powered assistants, including Google’s Gemini and OpenAI’s Operator, can begin buyers’ journeys by suggesting everything from gifts to trips to outfits. In the middle of the funnel, engines’ assistants offer shoppers tables that intuitively compare products and services.
Yet answer engines’ impact on the bottom of the funnel, where consumers check out, remains to be seen. Features such as OpenAI’s Instant Checkout and Perplexity’s Buy with Pro dramatically reduce the number of clicks required to complete transactions but, today, are solutions chasing problems. So, too, are immersive experiences like Google’s shopping with AI Mode, which tracks prices, enables virtual try-ons, and checks out on shoppers’ behalf.
Paid Media Will Proliferate Across Answer Engines
Because they generate significant commercial intent, answer engines will monetize with paid media. Marketers are ready: Seventy percent of B2C marketing leaders, according to Forrester’s Q3 2025 CMO Pulse Survey, would decrease ad spend on platforms like Amazon and Walmart to increase ad spend on platforms like ChatGPT and Perplexity.
Currently, ads in answer engines include Google’s search and shopping ads, Perplexity’s sponsored questions and product listings, and Microsoft’s experimental Showroom ads in Copilot. Google’s decades of machine learning will help ads in AI Mode, which will be bought and sold per impression in the absence of clicks, seem as relevant as organic information. ChatGPT’s progress with paid media will be more gradual. Today, OpenAI links products in answers to earn commission and shares revenue with the providers of linked products, similar to Rakuten’s business model. As ChatGPT’s affiliate network grows, OpenAI delays its need to spend lavishly on Google-grade machine learning required to serve relevant ads.
Commerce Across Answer Engines Calls For More Compelling Content
Having resonant, technically sound, fresh content improves brands’ chances of persuading buyers throughout their journeys across answer engines. To anticipate and satisfy commercial intent across answer engines, marketers should model the questions buyers ask at different phases of their journeys. Then, create credible content that specifically answers FAQs. Listen to conversations on Reddit and Quora to glean those FAQs. Develop distinctive yet simple content that associates your brand with topics atop buyers’ minds. Distribute content authored by in-house and third-party SMEs on and off your site to grow share of voice. The more effectively you do this, the higher answer engines’ opinions will be of your wares.
Check out my latest report — Zero-Click Search Goes Shopping — to learn more about the dynamics of commerce across answer engines and how to prepare. Schedule a guidance session to discuss.
