Hey there,
Here's a number that should get your attention: on Black Friday last year, AI shopping assistants drove about $3 billion in U.S. online sales, according to Salesforce. And shoppers who arrived through those AI assistants converted at roughly eight times the rate of people coming from social media.
That means more customers are asking an AI to "find me a good gift under $50" or "compare local bakeries that do custom cakes," and then buying whatever it recommends. The AI reads your website, your product descriptions, and your reviews, then decides whether you make the shortlist.
If your info is thin, vague, or out of date, you're invisible to these buyers. The fix isn't technical. It's mostly about writing things down clearly, which AI can help you do in an afternoon.
WHY AI ASSISTANTS SKIP GOOD BUSINESSES
AI shopping assistants aren't impressed by pretty photos. They need facts: what you sell, what it costs, who it's for, what's included, how fast you deliver, and what customers say about it. Most small business websites leave half of that out. When the AI can't find an answer, it recommends someone whose page spells it out.
REWRITE YOUR PRODUCT AND SERVICE DESCRIPTIONS
Start with your top five products or services. Paste each description into AI:
"Rewrite this product description so an AI shopping assistant can easily understand and recommend it. Include: what it is, who it's perfect for, key features, price, size or options, and what makes it different. Keep it friendly and natural for human shoppers too. Here's the current description: [paste]."
Clear, complete descriptions help both AI assistants and real people decide faster.
ANSWER THE QUESTIONS SHOPPERS ACTUALLY ASK
AI assistants love a good FAQ because it answers the exact questions buyers type. Ask AI to write yours:
"I run a [type of business]. List the 15 questions customers most often ask before buying from a business like mine, especially during the holidays: shipping deadlines, returns, gift wrapping, custom orders, availability. Then write short, clear answers I can edit and post on my website."
Add holiday-specific details: last day to order for delivery before December 25, gift receipts, and holiday hours.
MAKE SURE YOUR BASICS MATCH EVERYWHERE
AI assistants cross-check your website, Google Business Profile, and listings. If your hours or prices don't match, they trust you less. Take 20 minutes to make sure your name, address, phone, hours, and holiday schedule are identical everywhere.
THE GUARDRAILS
Stay accurate. Don't let AI invent features, awards, or guarantees. Every claim on your page should be something you can stand behind.
Keep prices current. An AI recommending an old price leads to angry customers. Update your pages whenever prices change.
Don't stuff keywords. Writing "best gift best gift best gift" doesn't help anymore and makes you look spammy. Clear, useful information wins.
YOUR ACTION PLAN THIS WEEK
Rewrite your top five product or service descriptions with the first prompt, and publish a holiday FAQ using the second. Then spend 20 minutes making your hours and holiday schedule match everywhere. That's the difference between being on the AI's shortlist and being skipped.
If you know an owner whose website hasn't been touched since 2022, forward this. AI shoppers are about to walk right past them.
Talk soon,
Dave
The AI Playbook
