Like many agencies, Envision Horizons has been trying to get a better sense of how referral traffic from generative AI chatbots like ChatGPT, Claude and Gemini is starting to influence purchases. Last week, the full-service Amazon agency released an AI visibility tracker in beta to get a better sense of how much its clients may be benefiting from this type of traffic. It has also commissioned two surveys within the past year to examine how people are using AI in their shopping journey — and how much that may be changing.
As Laura Meyer, founder and CEO of Envision Horizons, put it in an interview with me, she doesn’t know exactly how much traffic her clients may have received from AI platforms during Prime Day, Amazon’s most recent big sales event. But this year, Amazon did run ads in ChatGPT promoting Prime Day. So it probably played a bigger role, even if she can’t exactly quantify it. And it is only poised to play a bigger role in tentpole shopping events like Prime Day and Black Friday going forward.
In turn, she wants to get a better sense of how her clients — and their products — are showing up on these AI platforms. That’s why her agency built its AI visibility tracker. And many Amazon agencies are going through a similar calculus right now.
