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NEW RELEASE · WHITEPAPER

When AI does the shopping, who manages the shelf?

AI shopping assistants are taking over the research and comparison work your digital shelf was built to enable. This paper examines what that means for CPG brands, and what to do about it.


No paywall. One form. Instant access.

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DATA FROM THE PAPER ✧

90%

Reduction in time to insight for digital shelf teams after deploying agentic AI

85%

Conversion rate for Amazon sessions where Rufus was used early, against 10-11% without it

75%

Of shoppers now use an AI assistant when making purchasing decisions online

WHAT YOU'LL FIND INSIDE

Four chapters, one
inconvenient truth

The digital shelf was built on a premise that has reached its limits.

This paper traces what went wrong, what is replacing it, and how the organisations that move first are likely to pull ahead.

DSM_icon_faster-insights
A shelf where decisions take too long

→ Why online grocery penetration sits at 12.5% when beauty and pet care have passed 40%.

→ Dashboard fatigue, the OODA loop, and the architectural failure no tool refresh can fix.

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How AI is reshaping both sides of the shelf

→ Rufus, Sparky, and off-platform assistants absorbing the research work your shelf was built to enable.

→ What that means for attribution, for content, and for your category.

DSM_icon_team-prod
A new operating model for eCom teams

→ From managing PDPs to managing an influence surface.

→ Why SEO and GEO follow completely different logic, and which cross-functional teams your eCom org has never needed before.

RMM_Total Media Coverage
How to organize for AI commerce

→ GEO task force design, the AI Agent Manager role, and the displacement vs. augmentation choice that separates the Klarnas from the IKEAs.

→ Plus a phased 4-step readiness roadmap.

DSM_icon_ai-agents
80 to 90% of working time goes to collecting and preparing data. 10 to 20% is left for the decisions that drive performance.
FROM THE PAPER - PAGE 4

WHO READS THIS

Built for the 
people on the shelf

If your day involves monitoring search rankings, managing content across retailers, or explaining digital shelf performance to senior stakeholders, this paper was written for you.

Digital shelf managers
Digital shelf managers
Planning
eCom directors
Optimization
CPG brand teams
Optimization
Category leads
Planning
CMOs
Digital shelf managers
Retail media managers
Optimization
Insights leaders

ABOUT THE AUTHOR

Shalion-Team-Gael-1

Gael Peigné | VP of Strategy at Shalion

20 years in retail insights. Over 10 focused on digital shelf and SEO, including early work at Clavis Insight on Amazon visibility. At Shalion, Gael pioneered the unified share of voice model and has been building the GEO framework applied to AI-driven discovery environments since before most teams had a name for it.

Gael Peigné | VP of Strategy at Shalion
Asset 22

GET THE PAPER

Read the full
26-page whitepaper

Free to download. Get everything you need to stay on the know:

→ Data on Rufus, Sparky, and off-platform LLM shopping behaviour

→ The SEO vs GEO comparison table your team can use tomorrow

→  A four-phase readiness roadmap with named owners and success signals

→ Real-world cases: what Klarna learned the hard way, what IKEA built instead

→ A full glossary covering GEO, dark search, influence surface, and 15+ terms

COMPLETE THE FORM TO GET YOUR COPY