Shoppers ask ChatGPT which product is better, not what your spec sheet says.

The Gist

The language gap. Brands publish product stories in spec language; shoppers ask in demand language. AI assistants answer the question asked, not the message a brand hoped to lead with.

The evidence gap. Even a better answer may be assembled from review media, retailers and communities the brand does not operate.

The operating fix. Create a recurring Q&A loop: collect real questions, diagnose answer gaps, publish quotable answers, build independent corroboration and retest on a schedule.

Across the markets and channels I have worked in, I have seen the same pattern repeat. A company builds its premium story around a proprietary feature.…