Is What is the concept of the AI shelves and why are brands kind of freaking out about being surfaced on it?

Yeah.

For most of modern commerce, brands competed on these two shelves and there was a playbook there around how to execute and how to win.

You had your physical shelf where where it was all about distribution, placement, visibility in the store, which is still really important.

Then you have your digital shelf where brands were really focused on ranking and search, product pages that were beautiful for humans, looking at things like ratings, reviews, really online merchandising.

And we are seeing this emergence of the third shelf or the AI shelf.

And what the AI shelf really is, is this subset of products that an AI assistant can understand and recommend to a user when a consumer is asking a question about a product or a specific shopping event on platforms like ChatGPT or Perplexity or even in Google with Gemini.

But