Consumers in the Netherlands are increasingly using AI chatbots such as ChatGPT to research purchases, including Black Friday deals and gifts. More than half of consumers have reportedly shopped with artificial intelligence, and experts expect that use to grow. Retailers are therefore examining how to remain visible when chatbots influence where shoppers end up.

Daan Broekman, owner of the Rode Shop in Utrecht, said more customers were reaching the clothing store through AI chatbots. He has adjusted the store’s website by structuring its information and adding frequently asked questions to improve its visibility to these systems. OpenAI has also introduced commercial options that allow companies to claim their brand names and provide information used in chats. Experts cautioned that advertising and other commercial interests could affect the objectivity of chatbot responses, while larger retailers may have more resources than smaller businesses to compete for visibility.