Leaders across e-commerce are transforming how they approach designing product pages to be more discoverable to AI agents like ChatGPT, Claude and Gemini.Retailers and brands are working to make their pages more readable by the bots that scrape websites for information to be presented back to consumers on ChatGPT or other AI agents. AI bot traffic to retail sites grew more than five times from 2024 to 2025, based on data from search and AI optimization company Botify, pulled from 200 retail and e-commerce sites.
AI product page strategies can include everything from adding new content to product pages, removing some JavaScript elements from the pages that bots may not be able to see or feeding the bots with text-only versions of the pages. Heads of tech companies who work with brands and retailers on AI strategy told Modern Retail they are focused on making product pages more visible to AI agents, but also more interactive for consumers who may land directly on a PDP rather than on the website home page.
Supplement maker Olly, for example, has started adding a “frequently asked questions” section to its product pages, explaining the ingredients and their efficacy. Jennifer Peters, Olly’s director of DTC, marketing technology and digital compliance, told Modern Retail that this was meant to lead LLM users asking about what to do when having a hard time sleeping straight to Olly’s sleep gummies.
