In the US and the UK, customers can already shop directly in ChatGPT. It is only a matter of time before Norwegian customers can do the same, and the retail industry will then face one of the biggest digital shifts in decades, according to Stian prestegård and Rolf Aleksander Valstad at Forte.

– It’s not just about technology, but about visibility, trust, and brand, says Rolf Aleksander Valstad, Sales Director at the consulting firm Forte.

He believes artificial intelligence will change how people discover, evaluate, and purchase products – but not what ultimately makes us choose one provider over another.

– AI doesn’t make the brand less important. It just makes weaknesses visible faster. The consequences of an unclear or untrustworthy brand become more immediate, Valstad says.

A new marketplace

Both Valstad and Stian Prestegård, Growth Director at Forte, point to ChatGPT as a symbol of the new ecosystem for commerce and information.

– ChatGPT is now the fifth most visited website in the world. We’ve gone from searching and clicking to asking and getting answers. That shifts the entire buying process from websites and search engines to conversations between humans and machines, says Prestegård.

According to Prestegård, this creates an entirely new competitive landscape: companies must not only be visible but also be chosen in generative search.

– You basically need to be recommended by the algorithm. Being high on Google is no longer enough, Prestegård says.

Generative Search Optimization

Valstad explains that visibility in generative conversations – also called Generative Search Optimization – will become the next major marketing discipline. But price and availability will not be enough, especially for products that are emotionally driven or costly.

– If you’re buying a charging cable, price and delivery time matter most. But if you’re buying a car for 700,000 kroner, trust, service, and reputation play a much bigger role, he says.

He illustrates it like this:

– Imagine you ask ChatGPT: “Which electric car is best for a family with small children living in the city?” You get suggestions from Tesla, Volkswagen, and Volvo. All are visible, all have good range. But the choice ultimately falls on the one you trust the most. The brand still decides.

The brand gets a new home

According to Prestegård, brand-building itself is also moving. Where companies previously focused on visibility in search engines and social media, AI models are now becoming the main reference point.

– Everything you say, do, and deliver becomes part of your brand – literally. The models learn from reviews, product descriptions, and user ratings. This means that quality, customer service, and credible communication directly shape what AI assistants tell customers, he says.

Valstad adds that customers often won’t even visit the company’s website.

– The entire purchase can happen in the chatbot – from research to payment and delivery. That means your brand is represented in the model’s training data, not in your ad campaigns.

AI amplifies the consequences

According to Valstad and Prestegård, AI doesn’t change what a brand is – but it changes how it is built and managed.

– In the past, a weak brand could be compensated for with large advertising budgets. Now algorithms decide. They reward credibility and relevance, Valstad says.

– A clear position, an authentic voice, and consistent customer value are no longer just competitive advantages – they are prerequisites for being shown, evaluated, and chosen, Prestegård adds.

Three questions for the future

The experts believe there are three key questions retailers should now ask themselves in the age of AI:

1. Are we visible where customers search, even when the search happens in a conversation?
If ChatGPT, Copilot, or Gemini becomes the new store entrance, it’s no longer just about being found on Google – it’s about being recommended by the algorithm.

2. What are AI models learning about us, and is that how we want to appear?
AI trains on everything said and shared about you. Every review and every press release becomes part of your brand’s digital DNA.

3. Is our brand strong enough to be chosen, even when no one sees our ads?
In a world where banner ads and search results matter less, trust and credibility are what get you chosen.

– Visibility isn’t disappearing, but trust becomes the currency. In a generative economy, your brand must withstand being evaluated by a machine that has learned everything about you, says Valstad.

– And by customers who expect everything explained within seconds, Prestegård adds.