I still think about my first glimpse into the future of online shopping at Web Summit 2024, a global technology event.
Tiffany Rolfe, Chief Creative Officer at innovation consultancy R/GA, gave a demonstration of an artificial intelligence (AI) agent that turned data from a wearable into a personalised marketing funnel.
“The other day, when you were wearing your smart glasses at the courts, you passed by someone wearing this outfit which matches the preferences you set for me,” said the agent.
“It is from [sportswear brand] Nike’s new collection.
“There are a few pieces from this collection I thought would be perfect for you, especially this top with the V-neck.
“Do you want to try it on? I sized it up since I know you like your shirts a little bit looser and this is a tight-fitting top.”
Seconds later, the AI added the top to a virtual avatar for Rolfe to try on, and the full look impressed her enough that she added the top to her cart and purchased it instantly.
The agent even sourced her hotel address for delivery.
This moment is a clear glimpse of what The Future Laboratory calls The Synthocene Era – a near-future where AI integrates seamlessly into daily life, not as a tool but as a companion.
LLM SEO is becoming critical in shaping public discovery and this shift is already impacting industries like beauty
Why GEO is important for delivering tailored customer journeys
E-commerce is no longer about scrolling through endless product pages.
AI agents now understand personal style and scan retailers’ online offers for curated suggestions.
These promptable brand opportunities create a fast, interactive and tailored customer journey.
"The power of generative AI [Gen AI] is not just about making more, more easily, which is a race to mediocrity if not guided properly," said Rolfe.
"Instead, brands can use the technology to create a meaningful two-way dialogue with consumers who are suddenly empowered to ask for what they want."
This evolving dialogue is giving rise to a new language: generative engine optimisation (GEO) – also known as answer engine optimisation (AEO) or large language model search engine optimisation (LLM SEO).
While SEO is familiar territory – beauty brands have long fought to boost visibility on Google – this new phase changes the game.
Google’s grip on discovery is loosening as platforms like
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