Digital marketing is changing as consumers discover new ways to search for products, compare alternatives and find information before making a purchase. Hugo Galvao de Franca Filho, founder and director of Enjoy Pets and an entrepreneur with experience in marketplaces and online sales growth, follows this transformation as artificial intelligence makes the search journey increasingly conversational. Instead of relying only on keywords and opening several search results, consumers can now describe specific needs, ask detailed questions and request comparisons or recommendations directly from AI tools.
How does AI change the way consumers search?
Traditional search generally requires consumers to translate a need into a few keywords. Someone looking for a pet product, for example, might search by category and then visit different pages to understand which option is appropriate. With conversational AI, the same person can describe the animal, routine, available space and intended use in a single question, creating a much more contextual starting point. This allows the search process to begin with the consumer’s actual circumstances rather than requiring several separate searches to refine the available options.
That difference matters because businesses can no longer think exclusively about individual search terms. They also need to understand the questions behind those terms. Consumers want to know whether a product solves a particular problem, how alternatives differ and which characteristics should influence their decision. Content that answers these questions becomes more useful throughout the discovery process. The greater the context provided by the consumer, the more important it becomes for businesses to offer specific information capable of supporting comparisons and informed choices.
For Hugo Galvao, whose work is connected to ecommerce and marketplaces, this change also reflects the fragmentation of the online shopping journey. Discovery can begin with an AI assistant and continue on a marketplace, social platform or online store. Marketing therefore needs to support consumers across several environments rather than assuming that every purchase begins with a conventional search engine. Maintaining useful and consistent information across these different touchpoints can help consumers continue their evaluation even when they move from one digital channel to another.
Why does product information become more important?
As search becomes more conversational, generic product descriptions provide less value. A consumer asking a detailed question needs information that distinguishes one option from another. Dimensions, materials, intended use, compatibility, practical benefits and limitations can become essential elements when someone is trying to determine whether a product actually fits a particular situation. Providing this level of detail also reduces the need for consumers to search across multiple pages simply to understand the basic differences between available options.
This is particularly visible in ecommerce because customers cannot physically examine an item before purchasing it. Detailed information reduces uncertainty and helps people understand what they are buying. In the pet market, for instance, suitability can depend on characteristics such as the animal’s size, age, behavior or routine, making precise descriptions more useful than broad promotional statements. The more accurately a page explains these practical considerations, the easier it becomes for consumers to evaluate whether the product corresponds to their specific needs before completing the purchase.
The experience of Hugo Galvao de Franca Filho with online sales highlights another aspect of this issue: product information is not merely operational content placed after marketing has attracted a visitor. It is part of marketing itself. When consumers discover products through different digital interfaces, clear information helps connect initial interest with evaluation and, eventually, a purchase decision. In this context, the quality of the information presented can influence not only whether a product is discovered, but also whether the consumer finds enough clarity to continue through the buying journey.
Does AI mean that traditional SEO is becoming irrelevant?
The expansion of AI-assisted discovery does not automatically make search engine optimization obsolete. Consumers still use traditional search, and websites still benefit from clear structures, useful pages and understandable information. The more significant change is that businesses may need to think beyond strategies designed primarily to capture individual keywords and generate clicks. SEO can therefore remain relevant while becoming part of a broader approach that considers how information is discovered and interpreted across different digital environments.
A useful approach is to identify the real questions surrounding a product category. Hugo Galvao emphasizes this point when considering how consumers evaluate products online: What does a customer compare before purchasing? Which characteristics frequently cause confusion? What information is necessary to distinguish similar products? These questions can guide educational articles, category pages, FAQs and product descriptions that provide genuine assistance rather than simply repeating search terms. By addressing actual uncertainties throughout the purchasing journey, businesses can create content that remains useful whether discovery begins through a search engine, an AI assistant or another digital channel.