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The news: Generative AI (genAI) is expected to play a bigger role than ever in ecommerce during Amazon’s Prime Day event this week. Adobe predicts that genAI-driven traffic will surge 3,200% YoY as more consumers use AI for searching for products, price matching, and purchasing decisions. Our take: While still trailing traditional channels like paid search and email, AI is winning consumer trust and influencing higher-consideration purchases​​. Marketers that can tailor shopping content around AI search could help their clients gain visibility. Structure product data, promotions, and sales content for AI interfaces like chatbots, shopping agents, and search for more conversational browsing with a higher conversion rate.

The news: Digital-first consumers now expect fast, zero-click access to information—meaning they often get answers from search engines or social platforms without clicking through, per CUInsight. To stay visible, FIs should optimize content for featured snippets, enhance their Google Business Profiles, and use tools like calculators that embed in search results. Our take: Zero-click marketing deserves its own strategy alongside SEO and generative optimization. Financial brands that adapt their content to meet users where they are—within snippets, tools, or knowledge panels—can build more visibility and trust than competitors who rely on traditional site traffic alone.

The news: Financial institutions (FIs) must prioritize generative engine optimization (GEO)—the evolution of SEO—or risk disappearing from AI-powered customer journeys, according to The Financial Brand. As tools like ChatGPT increasingly guide users in choosing financial products, FIs must ensure their content is optimized for visibility and relevance within these AI environments. Our take: Nearly 80 million Americans are already using generative AI search engines, and that number is growing. FIs that move early to optimize their content will increase visibility and credibility with AI-driven consumers, while those who delay risk losing brand presence altogether.