Infusing AI in Your Next eCommerce Customer Journey

Leading in the Age of AI Discovery

 

AI isn’t a future trend… it’s already changing how people search, shop, and decide. For digital leaders across EMEA and the US, the challenge isn’t whether to respond. It’s how fast.

One European pharmacy chain recently pulled together its executive team to tackle this exact moment. Their realization? The traditional SEO playbook no longer cuts it. We’ve officially entered the era of Generative Engine Optimization, or GEO for short.

Search used to mean rankings, keywords, and backlinks. Today, it’s about whether you show up in a machine-generated answer. Whether that’s ChatGPT, Perplexity, Gemini, or the next big thing, your brand is being found (or not) through conversations, not queries.

That’s why a new framework is emerging: GEO-X.

What is GEO-X?

GEO-X is a practical, modern framework for building visibility, trust, and engagement in an AI-first world. It’s designed for leadership teams ready to go beyond experiments and make AI operational.

Infusing AI in Your Next eCommerce Customer Journey

Here’s what it stands for:

  • G – Generate with Intelligence. Use AI tools to create content that adapts in real time. Think dynamic product descriptions, chatbot scripts
  • E – Enhance for AI Discovery. Structure your content so generative engines understand it. That means schema, alt tags, summaries, and context-rich formatting
  • O – Orchestrate Across Channels. Whether a customer starts on TikTok, Google, or a chatbot, their journey should feel consistent and connected
  • X – Execute with Trust. This is non-negotiable. Responsible AI use, explainability, and privacy-by-design aren’t just for regulators; they’re your brand differentiator

This isn’t about theory. It’s already delivering results for brands in healthcare, finance, retail, and more.

What It Looks Like in Action

  • A prominent outdoor sportswear company, for example, used AI to auto-tag images, generate localized SEO content, and create personalized product bundles. The result? Higher engagement and content that scales without compromising quality.
  • A North American bank reimagined customer interactions with conversational AI, doubling upsell rates and reducing mobile drop-off to under 3% .
  • A European pharmacy chain turned 22 million annual prescriptions into an AI-powered digital flow—complete with personalized product suggestions, click-and-collect options, and pharmacist Q&A built right into their app.

This is what it means to build for AI-first discovery: content that gets surfaced by machines, trust that resonates with humans, and journeys that feel intuitive every step of the way.

Why This Matters for the C-Suite

91% of consumers say they expect personalized experiences. And they’re willing to share data to get them—if the value is real.

That puts the pressure on your systems, your content, and your teams. GEO-X helps align all of it. Marketing stops chasing clicks and starts building context. Tech leaders get a scalable architecture that supports personalization and compliance. The executive team gains a model to go from intent to impact.

This isn’t just about rankings anymore. It’s about whether your brand gets seen at all.

So, What’s Next?

If you’re still optimizing for keywords, you’re already behind. Start thinking about:

  • How your content shows up in AI-driven environments
  • Whether your data architecture supports real-time personalization
  • How governance and explainability are built into your workflows
  • And most importantly, whether the systems representing your brand know what you stand for

Because the customer isn’t searching. They’re asking. And the machine is answering.

If AI were your next customer, would it choose you?

About the author

Tony Amante Schepers
Principal Consultant – Client Strategy & Innovation

Tony is a global strategist and operations consultant, specializing in digital transformation, AI optimization, and customer success. As a Principal Consultant at Photon Inc. in London, he leads teams across three continents, managing workshops and navigating cultural complexities. He accelerates digital growth for brands like Pret a Manger, OYO Hotels, and Sephora. With an MBA from Universidad Carlos III de Madrid and fluency in Spanish, Tony excels in strategy, technology, and global business.