One signal

A study of 320 simulated shopping conversations found that nearly three in 10 brand mentions did not become recommendations, according to Andrew Higgins, CEO of AI search marketing company Parsnip. His argument: in AI search, a brand can appear early in a conversation and still drop out as shoppers ask follow-up questions.

That is a useful distinction for marketers measuring whether they show up in AI answers. But the finding comes from a company’s simulated conversations, not evidence that the same rate applies to real shoppers. AI visibility may be the opening act, not the sale. Should brands measure how often assistants keep recommending them, or is that too slippery a target?

Discuss: Should brands measure how often AI assistants keep recommending them through a shopping conversation, or is that too slippery a target?

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