Jay El-Kaake cofounded the most popular loyalty software in the world called Smile while he was in college. After that he founded Fera, one the most popular reviews apps for Shopify merchants. Now he's cofounded Osello, a marketplace listing platform optimised for agentic workflows, used by Shopify fashion brands listing on Nordstrom, Macy's, Bloomingdale's, and Target+.
In this episode, Jay breaks down how to get your products recommended by AI search, revealing the three key areas eCommerce brands need to focus on: specificity, social proof, and taste. He also explains why 80% of the work is what you should already be doing, and what you can do now to stand out from the competition.
Dive in:
[06:50] Insights from Shopify.dev Conference
[08:42] Shift to AI-driven search
[12:25] Optimizing product listings for AI
[17:10] Product data and image descriptions
[20:04] The value of third-party reviews
[23:49] AI training and social interactions
[25:47] Insider Tips from Jay!
[30:16] Episode sponsored by Osello. Get in touch with Osello for optimized marketplace integration. https://www.osello.com/
Focus on Specificity, Not Just Broad Keywords
AI search is changing how shoppers discover products. Instead of chasing broad keywords, make your product titles and descriptions as specific as possible. Include details that matter to your customers, such as colour, fabric, style, and fit. A shopper looking for a red snakeskin silk blouse needs more than a page that simply says “blouse.” These specific details can help AI match your product to the right customer and bring you shoppers who are more likely to buy.
Build Social Proof Beyond Your Own Website
AI looks at more than your product pages when deciding what to recommend. Positive discussions on Reddit, community forums, third-party review sites, and social media can help build trust in your brand. Jay explains that genuine conversations from real customers can carry more weight than you might expect. Encourage customers to share their experiences and make it easy for them to leave honest reviews. Build a strong reputation across the web, not just on your own store.
Make Your Brand Distinctive and Memorable
AI needs a reason to recommend your product over similar options. Jay calls this “taste,” which means having a unique voice and creative identity. Generic product descriptions may explain what you sell, but they rarely make your brand stand out. Find ways to express what makes your products different through memorable copy, distinctive messaging, and creative ideas. A clear brand identity can help AI recognise what makes your products special and match them to the right shoppers.
Takeaways:
Find the notes here: https://keepopt.com/324