Ecom Leaders: The AI Shake-Up in Search

AI is shaking the foundations of search as we know it. But what does that mean in concrete terms for your work with search? This is the question we focused on in Aarhus at this exclusive morning seminar.

At this Ecom Leaders morning seminar in Aarhus, we explored how AI is reshaping the search landscape, and what this means for e-commerce brands right now.

The seminar brought together e-commerce leaders and search specialists for a deep dive into what’s fact, what’s fiction, and how to adapt your strategy in a space defined by constant change.

Key takeaways

1. Google is not going anywhere

Despite the rise of AI assistants and conversational search, Google remains the dominant player. For now, the platform continues to deliver the overwhelming majority of traffic and revenue, even as new interfaces emerge.

2. AI is redefining how consumers discover and buy

AI is changing consumer behaviour, from inspiration to checkout. With developments like OpenAI’s Agentic Commerce Protocol, buying journeys are increasingly happening directly within platforms; AI-powered as well as social. Yet, the webshop remains central for ownership and customer relationships.

3. Winning visibility depends on your data quality

Visibility in the AI-powered search era is driven by two factors: the quality and richness of your data (product content, feeds, reviews) and how the models perceive your brand across media and communities like Reddit.

4. From theory to practice: JYSK’s approach to AI optimisation

Andreas Castillo from JYSK showcased how AI-driven feed optimisation can deliver large-scale impact. By enhancing product data and attributes through s360’s Quantum Feed Engine, JYSK improved visibility, achieved millions more clicks, and drove measurable revenue growth.

5. The new priorities for brands

With the digital landscape in constant development, it’s most valuable to focus on the things that won’t change. Four areas will define success in the AI era: Content, Master Data, Feeds, and Brand. The brands that focus on these foundations today will be the ones leading tomorrow’s search landscape.

Speakers

• Nikolaj Mogensen, Group Lead, SEO, s360

• Mathias Hillerup Larsen, CCO & Co-founder, s360

• Andreas Castillo, Head of Digital Media, JYSK