SEO is pushing 30, and another upstart acronym could be coming for the search discovery throne—GEO, or generative engine optimization.

As consumers are increasingly utilizing large language models like ChatGPT—72% use these tools regularly, per Accenture—they’re often using them for product recommendations, making these engines “the new influencers," and creating the need for brands to make themselves visible.

While the tools are new, they’re quickly gaining momentum. The traffic AI sources are driving to retailer websites has risen 1,200% between July 2024 and February 2025, per Adobe Analytics, and grew 3,300% year over year during Amazon’s Prime Day event last week. For generative AI users, 18% say it’s a top tool for purchase recommendation, behind only physical stores and ahead of social media, according to an Accenture survey.

And the engines themselves are leaning into commerce. In April, OpenAI added shopping options assisting consumers in product research through ChatGPT, while Perplexity and PayPal linked up in May to power in-chat shopping.

“It’s going to change the way people shop,” Jill Standish, global retail lead at Accenture, told Retail Brew, and retailers and brands may need to shift their marketing strategies to keep up.

Keep reading here.—EC

Retail sales rose 0.6% to $720.1 billion in June and 3.9% year over year, the Commerce Department reported today, a larger-than-expected sales bump that follows a steep 0.9% decline in May.

Retail trade sales—which exclude motor vehicles, parts, and gas stations—also saw a 0.6% rise.

The sales numbers, which aren’t adjusted for inflation, come after the Bureau of Labor Statistics reported earlier this week the Consumer Price Index rose 0.3% in June and 2.7% year over year, following a 0.1% increase in May, as the effects of President Trump’s tariffs began to take hold. Core inflation, excluding food and energy prices, jumped 0.2% from May and 2.9% YoY. Appliances, household furnishings, and apparel were among categories with notable price bumps.

Keep reading here.—EC

President Donald Trump is delivering the keynote address at the “Winning the AI Race” summit in Washington, DC, this Wednesday, hosted by the All‑In Podcast and the Hill & Valley Forum. The Hill & Valley Forum, which aims to connect Silicon Valley with the nation’s capitol, said this will be the president’s first major address on the topic of artificial intelligence since taking office for the second time.

Here’s what else is going on in retail this week:

In webinars: Still getting ready for the back-to-school season? The National Retail Federation is hosting a webinar on Wednesday at 1pm to provide an overview of this important summer sales season, including a deep dive into how tariffs could impact spending. NRF Executive Director of Research Mark Mathews, NRF’s chief economist, and Katherin Cullen, vice president of industry and consumer insights, will be joining the session.

Keep reading here.—AV

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