Criteo CEO discusses marketing shifts in the AI era

Michael Komasinski, CEO of the commerce media platform Criteo, highlights how generative AI is fundamentally altering the consumer purchasing process. AI is becoming a new gateway for commerce, where users interact through dialogue to compare products, seek gift ideas, and evaluate features rather than relying solely on traditional keyword searches.

Criteo research indicates that 73% of people have increased their use of AI for information gathering over the past year, and 85% of those who use AI for product research subsequently take action at e-commerce sites or physical stores. Notably, traffic driven by ChatGPT advertising shows an 80% rate of new customer acquisition, a figure Komasinski describes as unprecedented in his 25-year career.

To adapt, marketers must ensure product detail pages are optimized with comprehensive information regarding features, pricing, and availability to facilitate immediate decision-making when consumers arrive via AI-driven links.