With the rise of AI, one thing is for certain in an ever-changing digital world: your customers are increasingly asking ChatGPT, Claude, and other AI tools for product recommendations before they even visit your website.
“What’s the best skincare routine for sensitive skin under $100?”
“I need a coffee grinder that’s quiet enough for early mornings – what do you recommend?”
“What are some unique gift ideas for someone who loves sustainable fashion?”
When AI tools answer these questions, they’re pulling information from websites across the internet. The question is: will your store be mentioned, or will your competitors get the recommendation instead?
The good news? You can influence this. And it’s not as complicated as you might think.
What is AI optimisation (AIO) and why should you care?
AI Optimisation – sometimes called AIO – is about structuring your website content so that AI tools like Chat GPT can easily understand, access and recommend your products to potential customers.
Think of it like SEO’s newer sibling. While SEO helps people find you through traditional search engines like Google, AIO helps AI tools recommend your products when someone asks for product suggestions.
Why this matters for your Shopify store:
- AI tools are becoming the new “word of mouth” – people trust AI recommendations.
- When AI recommends your product, it often includes a direct link to your store.
- These recommendations happen before customers even know your brand exists.
- It’s a new way to get discovered by customers who weren’t actively searching for you.
The simple framework: how to make your Shopify store “AI-friendly”
There are three main ways AI tools gather information about your products:
- Your website content (product descriptions, home + about pages, blog posts)
- Structured data (invisible code that helps AI understand your content)
- Knowledge bases (FAQs that AI can access)
Let’s break down how to optimise each area, step by step.
Step 1: Write product descriptions that AI can understand
AI tools love information that’s detailed and specific. Generic product descriptions won’t cut it when optimising for AI.
Before (Generic Description):
“Premium coffee beans. Great taste. Perfect for coffee lovers.”
After (AI-Friendly Description):
“Single-origin Ethiopian Yirgacheffe coffee beans, medium roast. Bright, floral notes with hints of lemon and tea-like body. Ideal for pour-over, French press, or drip coffee makers. Ethically sourced from small farms in the Gedeo Zone. 12oz bag, whole bean or ground options available.”
Your Action Steps:
Include these details in every product description:
- Specific product type and category (“organic cotton baby onesie” not just “baby clothes”)
- Key features and benefits (what problems does it solve?)
- Technical specifications (size, material, capacity, etc.)
- Use cases (who is this for? When would they use it?)
- Comparison points (what makes it different from similar products?)
Write naturally, but be thorough. AI tools can process lots of information quickly, so don’t worry about being too detailed.
Step 2: Write an “About” page that tells your story
AI tools often reference brand stories when making recommendations, especially for unique or artisanal products.
What to include on your About page:
Your brand story:
- When and why you started
- What problem you’re solving
- Your unique approach, process or philosophy
Product information:
- How your products are made
- Where materials are sourced
- Quality standards or certifications
Customer focus:
- Who you serve
- What makes your customers happy
- Real customer stories or testimonials
Step 3: Set up a comprehensive FAQ section
This is huge for AI recommendations. When someone asks ChatGPT “What should I know before buying a weighted blanket?”, AI tools often pull answers from well-structured FAQ sections.
How to add FAQs to your Shopify store:
Option 1: Add FAQ to individual product pages
- Add a FAQ section to your product page template (these sections are usually called an accordion or collapsible content).
- Make sure to give it the FAQs heading.
- Add content to the FAQs section or set up metafields in order to use dynamic FAQs for each product (Watch – How to add metafields to your product page)
- Use clear headings for each FAQ that answer a specific question someone might ask in Chat GPT: “How heavy should my weighted blanket be?”
Option 2: Create a dedicated FAQ page
- Go to Online Store > Pages in your Shopify admin
- Create a new page called “FAQ” or “Frequently Asked Questions”
- Organise questions by category (Shipping, Returns, Product Care, etc.)
FAQ questions that help AI recommendations:
Product-specific questions:
- “How do I choose the right size/weight/strength?”
- “What’s the difference between [Product A] and [Product B]?”
- “Who is this product NOT suitable for?”
- “How do I care for this product?”
Shopping and shipping questions:
- “Do you ship internationally?”
- “What’s your return policy?”
- “How long does shipping take?”
Use questions:
- “How often should I use this product?”
- “Can I use this with other products?”
- “What results can I expect?”
Step 4: Leverage Shopify’s Knowledge Base App
Shopify recently launched a Knowledge Base app that’s specifically designed to help AI tools access your information.
How to set it up:
- Install the app: Go to the Shopify App Store and search for “Knowledge Base by Shopify”
- Install and open the app
- Add your FAQ content: The app will help you structure your answers
- Connect to AI tools: The app automatically makes your answers available to AI systems
What makes this powerful:
- AI tools can access your answers directly
- You control the information they receive
- You can update answers as your business evolves
- You get insights into what people are asking about
Step 5: Use Schema Markup (the simple version)
Schema markup is code that helps AI tools understand your content better. Don’t worry – you don’t need to be a developer.
Easy schema options for Shopify:
Use apps that add schema automatically:
- GP JSON-LD Scheme for SEO (free plan available)
- Schema Plus for SEO (paid app)
- Many premium themes include basic schema
Step 6: Create helpful, specific and detailed blog content
Blog posts give AI tools more context about your products and expertise.
Blog post ideas that help AI recommendations:
Educational content:
- “Complete Guide to [Your Product Category]”
- “How to Choose the Right [Product Type] for Your Needs”
- “Common Mistakes People Make When Buying [Product]”
Comparison content:
- “Product A vs Product B: Which Is Right for You?”
- “Our Top 5 [Product Category] for [Specific Use Case]”
Problem-solving content:
- “5 Signs You Need a [Product Type]”
- “How to Get the Most Out of Your [Product]”
Writing tips for AI-friendly blog posts:
- Use clear headings (H2, H3 tags help AI understand structure)
- Answer questions directly (don’t bury the answer in paragraph 3)
- Include specific product names when relevant
- Use bullet points and lists (easier for AI to process)
- Link to relevant products naturally within the content
Step 7: Optimise your product images
AI tools are getting better at understanding images, and this will only improve.
Image optimisation for AI:
File names matter:
- Instead of: “IMG_1234.jpg”
- Use descriptive file names like: “organic-cotton-baby-onesie-blue-6months.jpg”
Alt text is crucial:
- Describe what’s in the image specifically
- Include relevant product details and keywords
- Example: “Organic cotton baby onesie in sky blue, laid flat showing front view with snap closure”
Step 8: Monitor and Improve
Track your progress:
Set up Google Search Console:
- Monitor which search terms bring people to your site
- Look for question-based queries (these often come from AI recommendations)
Monitor mentions:
- Search for your brand name + “ChatGPT” or “AI recommendation”
- Set up Google Alerts for your brand name
Ask your customers:
- “How did you hear about us?”
- “Did you research our products before visiting?”
Keep improving:
Regular content updates:
- Add new FAQ questions based on customer inquiries
- Update product descriptions with more detail
- Create seasonal or trending content
Stay current:
- Follow AI tool updates (ChatGPT, Claude, etc.)
- Join eCommerce communities discussing AI trends
- Test your own products in AI tools periodically
What this looks like in practice
Let me show you a real example of how this works:
Customer asks ChatGPT: “I need a sustainable water bottle for hiking that keeps drinks cold for 8+ hours. What do you recommend?”
AI tool finds your store because:
- Your product description mentions “sustainable stainless steel water bottle”
- Your FAQ answers “How long does it keep drinks cold?” (12 hours)
- Your About page explains your commitment to environmental sustainability
- Your blog post “Best Water Bottles for Day Hikers” provides detailed comparisons
AI recommendation: “I’d recommend the EcoFlow 24oz Insulated Water Bottle from [Your Store Name]. It’s made from recycled stainless steel, keeps drinks cold for up to 12 hours, and the company focuses specifically on sustainable outdoor gear. You can find it at [your website link].”
Result: A customer who never heard of your brand is now clicking through to your store with strong purchase intent.
Final Notes
AI optimisation is about making your products and expertise more discoverable to people who genuinely need what you’re selling.
Start with the basics: detailed product descriptions, comprehensive FAQs, and helpful blog content. These improvements will benefit your SEO and customer experience too, not just AI recommendations.
Remember, this is still early days for AI commerce. The stores that start optimising now will have a significant advantage as AI recommendations become more mainstream.
Start today with these three quick wins:
- Update your best-selling product’s description with more specific details
- Add 5 new questions to your FAQ section
- Write one helpful blog post about your product category
Your future customers – and the AI tools that will recommend you – will thank you for it.
