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The rise of the AI shelf

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The rise of the AI shelf

Increasingly, people are asking ChatGPT, Claude or Gemini for product recommendations, and it’s changing how brands position themselves online.

Brands are used to optimizing their products for physical shelves and digital storefronts. But now, they also increasingly have to think about the AI shelf, a concept recently outlined by tech writer Deana Burke in the newsletter Boys Club. Burke decided to test AI bots by creating a completely fictional natural deodorant brand to see if she could get it recommended on the AI shelf. And the experiment actually worked.

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