AI search is changing ecommerce forever | MarTech

AI search is changing ecommerce forever
By Mike Pastore , Head of Content & Media
Published on September 23, 2026 •
Last updated on September 23, 2026 •
4 minutes read

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The way consumers search for products is fundamentally changing. Instead of the traditional, rigid six-word queries used on standard search engines, shoppers are now inputting detailed, 24-word “rambling” questions packed with context and use cases.  

In this episode of Conversations with MarTech, we sit down with Lucas Tieleman, CEO and co-founder of Opiversal, to explore the profound impact of AI search engines and large language models (LLMs) on online shopping

Our conversation dives deep into how AI-native technology bridges the gap between natural language search and traditional retail catalogs, and what it means for the future of ecommerce

We discuss the rise of agentic technology, explaining why bots — not humans — are behind a massive surge in web traffic, how retailers can adapt their product feeds, and why the ultimate lie in marketing is the obsession with finding just “one right answer.”

The Widening Search Gap: Consumers no longer feel the need to “dumb down” their search queries. They expect search platforms to inherently understand their context, personal brand preferences, and specific family dynamics

The Evolution of the Query: Traditional Google searches averaged about six words, whereas the average LLM-driven query has expanded to roughly 24 words, complete with conversational adjectives and specific use cases

Websites as Living Organisms: With AI dropping the incremental cost of content creation, retailers can now build and manage custom landing pages at scale to match shifting social trends and natural-language queries

The Reality of Agentic Shopping: While autonomous AI agents aren’t doing the actual buying for consumers just yet, they are heavily driving research traffic. “Bot traffic” is soaring as LLMs crawl retail sites to answer user prompts, changing how marketers look at impressions versus sales

The Feeds Matter More Than Ever:To remain discoverable, retailers must prioritize feeding highly structured data, conversational attributes, and detailed FAQs directly into AI and advertising platforms

The Biggest Lie in Marketing: Lucas shares his belief that the industry falsely obsesses over finding a single right answer. In reality, modern technology allows marketers to test multiple paths and fail efficiently to find what works best

00:00 Introduction00:33 Meet Lucas Tieleman03:20 What’s different about how consumers shop online today?05:49 “The same product can be different things to different people.”08:10 How do changes in shopping behavior affect retailers and marketers?10:13 What were the limitations of the “old way” of building catalog and product pages?14:32 Will we finally see people using AI agents to shop?21:05 What’s the biggest lie the marketing industry tells itself?21:45 “With the technology that you have now, you can be wrong a lot more efficiently.”22:35 “Apple is the proof that UX and design are important; Amazon is the proof that it isn’t”

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Source: martech.org