So when someone types “best moisturizer for acne-prone skin” or “best gifts for moms who travel,” imagine your product showing up with a BUY button right next to it.
That’s where things are heading — and it’s starting now.
Currently, it’s only available for Etsy, but Shopify merchants are next. Soon you’ll be able to opt-in and integrate this feature into your store.
But here’s the catch:
This new feature will only work for you if you start laying the groundwork right now.
Step 1: Double Down on Earned Media
This is the moment PR stops being “just for credibility” and starts being directly tied to sales.
Why?
Because AI (including ChatGPT) is relying heavily on earned media coverage — gift guides, listicles, editor-approved trend stories — to decide which products it recommends and attaches that shiny new BUY button to.
If your current “PR strategy” is just influencer marketing, I’m begging you — pause that spend and pivot. You need earned media more than ever.
Step 2: Identify Your Targets
Don’t chase every outlet under the sun.
Do what I teach all my clients — identify your targets.
Start with the media outlets already featuring products like yours. These are the ones AI trusts and prioritizes.
And if you need help narrowing that list, my free AI Media Matchmaker is a great place to start. It helps you pinpoint the editors, outlets, and angles that make sense for your specific brand.
Step 3: Optimize Your Product Descriptions
Go back to your Shopify site and get granular.
AI can only recommend what it understands — and that comes down to your keywords and clarity.
Say:
“PJs for tween girls” (not just “cute pajamas”)
“Gluten-free, low-carb chocolate cake that serves 4–6”
“Aluminum-free deodorant made in the USA with prebiotics”
The more specific you are, the more AI recognizes what you sell — and who it’s perfect for.
The Bottom Line
The brands that win this next wave of AI-powered shopping are the ones that treat press as a sales strategy, not a vanity metric.
So before ChatGPT opens its BUY button to Shopify — get your PR plan in place and focus on earned media.
Your future customers are literally one click away.
