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Designing for AI Search & ChatGPT: AIO-Ready UX

Danielle

If you’ve been paying attention to how people shop online lately, you may have noticed something new: they’re not just typing into Google anymore. They’re asking questions in tools like ChatGPT, Perplexity, and Google’s AI Overviews—and then following the answers to make buying decisions.

That shift means your ecommerce website has a new audience to impress: not just your shoppers, but the AI tools they’re using to find you. Designing your site with “AIO” (AI Optimization) in mind isn’t complicated, but it does mean paying attention to a few key areas.

Why AI Search Matters for Your Store

AI search tools don’t “see” your website the same way a person does. Instead of skimming your pages, they scan your text, structure, and visuals to pull together answers. If your product descriptions are thin, or your images don’t have clear labels, AI might skip over you in favor of a competitor who’s easier to understand.

In other words: if you want to be the store that shows up in an AI-generated recommendation, you need to make your site crystal clear—for humans and machines.

Write Intent-Rich Content

Think about the kinds of questions customers actually ask:

  • “What’s the best gift for a dog owner under $50?”
  • “Which sneakers are good for marathon training?”

If your product pages and blog posts answer those questions in plain language, AI tools are much more likely to pull your store into their responses. That means:

  • Use natural, conversational wording (not just keywords).
  • Include common questions in your FAQ or product descriptions.
  • Be clear about who your product is for and why it’s a good choice.

Make Visuals Easy for AI to Read

AI is increasingly able to “look at” images and videos. But it still depends heavily on the labels you give them. Some simple steps:

  • Add descriptive file names (e.g. blue-running-shoes.jpg instead of IMG_1234.jpg).
  • Use alt text and captions that describe what’s actually in the image.
  • Keep your product shots consistent so AI can easily identify them.

This isn’t just about algorithms—it helps real customers too. Clear visuals = more trust.

Get the Technical Basics Right

A few small technical steps make a big difference:

  • Use structured data (schema) so AI can easily read product details like price, reviews, and availability.
  • Keep your site navigation simple and logical so bots (and people) can crawl it without confusion.
  • Make sure your site is mobile-friendly—most AI results link to mobile experiences first.

If you’re not sure where to start, focus on your top-selling products. Updating just a handful of pages can start paying off quickly.

Future-Proof Your Next Redesign

The easiest time to make your site AI-ready is when you’re launching or redesigning your store. If you’re starting fresh by customizing a new BigCommerce theme—or building a custom design—you can bake in structured data, clear navigation, and optimized visuals from the start.

That way, your store isn’t just ready for today’s shoppers—it’s also ready for the new ways people will be searching tomorrow.

Final Thoughts
AI isn’t replacing search engines altogether, but it’s becoming a powerful new way for shoppers to discover products. The good news? With a few small tweaks, you can make sure your store doesn’t get left out of the conversation.