Microsoft’s newly released guide frames AI as a fundamental shift in how retail discovery and purchasing decisions happen. As consumers increasingly rely on AI assistants, AI-powered browsers, and agent-driven shopping flows, Microsoft argues that traditional SEO focused on driving clicks no longer reflects how visibility works. Instead, influence happens inside AI reasoning systems that interpret intent, compare products, and generate recommendations directly.
The guide introduces Answer Engine Optimization and Generative Engine Optimization as the disciplines retailers must adopt. AEO focuses on making product information accessible and actionable for AI systems so assistants and agents can accurately answer questions and complete tasks. GEO focuses on trust, authority, and credibility, determining whether a brand is cited or recommended when AI generates responses.
Microsoft outlines three data layers that shape AI decision-making. Crawled web content establishes baseline brand understanding and category relevance. Structured product feeds and APIs supply precise, up-to-date facts like pricing, availability, and specifications. Live website data allows AI agents to validate claims, surface promotions, and complete purchases. Gaps or inconsistencies across these layers directly reduce visibility in AI-driven journeys.
The recommended strategies are deliberately practical. Retailers are urged to implement comprehensive structured data using schema for products, offers, reviews, ratings, brands, and collections. Real-time synchronization across feeds and on-site content is emphasized, particularly for inventory, pricing, and promotions. Content should be written for intent rather than keywords, with benefit-led descriptions, real-world use cases, comparison tables, Q&A blocks, and multimodal signals such as video transcripts and detailed image metadata.
Trust is positioned as a decisive factor. Verified reviews, expert citations, certifications, and consistent brand identifiers strengthen AI confidence, while exaggerated or unverifiable claims weaken it. Microsoft’s conclusion is blunt: retailers already own most of the signals AI systems rely on. The winners will be those who surface that data clearly, consistently, and credibly as AI becomes the primary interface for commerce.
