Online retail is undergoing a gradual but fundamental change: an increasing number of shoppers consult AI language models such as Gemini, Copilot and ChatGPT before buying, and often forgo traditional Google searches. According to Gandera Balázs, CEO of the INTREN digital marketing agency, conversations with AI typically start from more complex situations than earlier searches, and the responses can subtly guide users toward a specific product or solution.
Detailed needs and interactive recommendations
Today’s shoppers no longer enter only a few keywords (for example “kids bike”) but describe requirements in detail — the child’s age, preferred color, intended use and other considerations. AI does more than return relevant matches: it asks clarifying questions, suggests alternatives and supports decision‑making through an ongoing dialogue. Gandera notes that although AI‑based searches are still a relatively small share of queries, their growth is exceptionally rapid and their numbers could multiply in a short time.
AI becoming a shopping assistant and reshaping the process
The shopping flow is changing: a single user question can be followed by personalized recommendations, new criteria surfaced by the AI, and step‑by‑step guidance toward a purchase. Links and offers that appear during the conversation increasingly lead directly to buying. International developments are already moving beyond recommendations to actively facilitating purchases—for example, systems built around a central cart that aggregate offers from multiple stores, track prices and promotions, and make checkout possible in a single step.
Implications for the Hungarian market
These changes are reaching Hungary as well. Gandera considers it realistic that within a year such solutions will appear widely in everyday online shopping. As a result, online visibility for businesses will take on a new dimension: while traditional SEO principles remain important, purchase decisions will more often be determined directly by AI‑provided answers.
Practical steps for merchants
According to the expert, the first steps do not necessarily require heavy investment. A conscious online presence, properly structured data and regularly updated content can be sufficient for a brand to be included among AI recommendations. This period is primarily about preparation: businesses that adapt in time can gain a long‑term competitive advantage.
Conclusion
Conversational AI search and recommendation can fundamentally change how people shop online in a short time and alter how products are discovered. Hungarian e‑commerce actors should prepare: visibility, structured data and relevant, up‑to‑date content will become key.
