Training template · open
AI search: the basics
How AI tools find, read and recommend products, and what brand teams can do about it. This is the open template of the session I run for brand and marketing teams: 16 slides, free to read.
This is a template, not the training
Every training I run is tailored to the client: your products, your category, your markets and the people in the room. We work on your pages, your questions and your competitors, not on these generic examples.
Use this deck to see the approach. The live session, with your examples and your questions, is a different thing.
TRAINING TEMPLATE
AI SEARCH:
THE BASICS
How AI tools find, read and recommend products — and what brand teams can do about it
01
How AI answers work
How shoppers ask, how an answer is built, and what it means to be recommended
02
AI search surfaces and content sources
Where shoppers see AI answers, and the three sources brands can work on
03
Optimisation in practice
Writing rules, content blocks, recommendations by channel and visibility measurement
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Tomek Sikora / AI search basics
PART 1 · HOW AI ANSWERS WORK
HOW SHOPPERS ASK NOW
Short keyword searches are giving way to full questions — and the answer often arrives before any click.
BEFORE
⌕ moisturiser dry skin
•2–3 keywords, no context
•A list of links to compare
•Visibility = ranking position
NOW
•Long questions that describe the person and the situation
•Follow-up questions in the same conversation
•Answer and shortlist arrive before any click
•Visibility = being named in the answer
800M+
weekly ChatGPT users OpenAI, 2025
2B+
monthly users see Google AI Overviews Google, 2025
−58%
lower click-through rate for the #1 result when an AI Overview appears Ahrefs
250M
shoppers used Amazon's Rufus assistant in 2025 Amazon, 2025
My skin gets very dry and tight in winter and I wear make-up most days. What moisturiser should I use?
Dry, tight skin in winter usually needs more barrier support and fewer irritants. What usually helps:
- Choose a fragrance-free cream — fewer potential irritants for sensitive skin.
- Look for barrier ingredients such as ceramides and glycerin.
- Pick a light texture for the day if you wear make-up, and a richer cream at night.
See a dermatologist if redness or itching lasts more than two weeks.
Brand A · Barrier Cream
€18.99 · 50 ml
Brand B · Daily Moisturiser
€14.49 · 75 ml
Brand C · Night Balm
€21.00 · 50 ml
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PART 1 · HOW AI ANSWERS WORK
WHAT BRANDS SHAPE, WHERE SHOPPERS SEE IT
AI answers draw on several places at once. Brands work on three sources; the results show up in three kinds of AI answers.
CONTENT SOURCES
AI SEARCH SURFACES
Brand website
Product pages, articles, guides, FAQs
Google AI
AI Overviews and AI Mode
Retailer product pages
Titles, features, descriptions, attributes, Q&A, reviews
AI assistants
ChatGPT, Gemini, Perplexity, Copilot
Independent sources
Reviews, rankings, experts, associations, media, forums
Marketplace assistants
Amazon Rufus, Alexa+, Walmart Sparky
AI SYSTEMS
Read, compare and combine all three sources
Each answer mixes what the brand says, what retailers show and what others say about the product
KEY POINT
There is no separate optimisation for ChatGPT or for Rufus. You work on the three sources — and visibility builds up wherever answers appear.
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PART 1 · HOW AI ANSWERS WORK
HOW AN AI ANSWER GETS BUILT
Simplified — but this is the logic behind Google AI Mode, ChatGPT search and similar tools.
STEP 1
One question in
"What moisturiser should I use for dry, sensitive skin in winter if I wear make-up?"
Long, personal, situational
STEP 2
Split into sub-questions
Dry-skin needs · key ingredients · fragrance-free · winter routine · under make-up
Often 5–20 smaller searches in the background
STEP 3
Pull passages, not pages
For each sub-question, the smallest piece of text that answers it — often found through Google's or Bing's index
Each section has to make sense on its own
STEP 4
Write and cite
The passages are combined into one answer. Sources that were clearest and most trustworthy get named and linked
Clear, consistent facts are easiest to use
WHAT IT MEANS
Passages compete, not whole pages. A clear answer at the start of a section is easier to use than a better one buried further down.
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PART 1 · HOW AI ANSWERS WORK
MENTIONED, CITED, RECOMMENDED
Three different outcomes in an AI answer. The most valuable is a recommendation — and it always comes with reasons.
Can you recommend a good moisturiser for dry, sensitive skin that works under make-up?
My top pick: Brand A Barrier Cream. It is fragrance-free, contains ceramides to support the skin barrier, and its light texture sits well under make-up.
Also worth considering
- Brand B Daily Moisturiser — a good option if you also want SPF.
- Brand C Night Balm — richer, better suited to evenings.
Patch-test any new product and see a dermatologist if irritation continues.
RECOMMENDED
Named as the answer, with a verdict ("my top pick")
THE REASONS
Why it was chosen — taken from content: the brand's, a retailer's or a reviewer's
MENTIONED
Named in the answer, but not as the first choice
CITED
A page or listing linked as a source of the answer
KEY POINT
AI recommends a product when it can explain why. If your content doesn't state the reasons clearly, the model takes them from someone else — or picks a product whose reasons are easier to find.
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PART 2 · AI SEARCH SURFACES
AI SEARCH SURFACES
Three types of surface where shoppers see AI answers — each works differently, but all draw on the same sources.
Google AI
AI Overviews · AI Mode
HOW IT WORKS
An AI summary inside Google Search. AI Mode is a full conversation with follow-up questions.
WHAT IT DRAWS ON
Google's own index — pages that are indexed and rank well are used most often.
WHAT THE SHOPPER SEES
An answer above the results, with sources shown as links beside it.
AI assistants
ChatGPT · Gemini · Perplexity · Copilot
HOW IT WORKS
Answers from what the model learned in training, or searches the web live when the question needs it.
WHAT IT DRAWS ON
Brand sites, retailers, reviews, media and forums — found via Google and Bing indexes and their own crawlers; product data feeds.
WHAT THE SHOPPER SEES
Brands and products named directly, often with product cards, prices and links.
Marketplace assistants
Amazon Rufus · Alexa+ · Walmart Sparky
HOW IT WORKS
A shopping assistant inside the store, answering questions about products in its own catalogue.
WHAT IT DRAWS ON
Product pages: title, key features, description, attributes, shopper Q&A and reviews.
WHAT THE SHOPPER SEES
"Is this suitable for…?", comparisons and shortlists — right next to "Add to basket".
KEY POINT
Different screens, the same inputs: what the brand says, what retailers show, and what others say about the product.
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PART 2 · CONTENT SOURCES
WHO GETS CITED IN A CONSUMER CATEGORY
AI answers in this category draw on manufacturers, retailers and a wide range of independent voices.
01
Brands
Product, range and advice pages — yours and competitors'
Brand websites and buying guides
02
Retailers and marketplaces
Product pages, shopper Q&A, reviews, buying guides
e.g. Amazon, large retailers, specialist stores
03
Review and "best of" sites
Rankings and product comparisons
e.g. editorial reviews and comparison sites
04
Expert portals
Expert answers to health, technical or usage questions
e.g. specialist portals, professional blogs
05
Associations and public bodies
Care advice from trusted organisations
e.g. industry associations, public health services
06
Forums and communities
Customers' first-hand experience
e.g. Reddit, YouTube, user groups
KEY POINT
No single place is enough. All three — brand, retailers and independent sources — need accurate, consistent information.
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PART 2 · CONTENT SOURCES
THE BRAND WEBSITE
The most complete description of the product and the expertise behind it — the place AI goes to confirm facts and reasons.
HOW AI USES IT
To confirm product facts and to explain why a product suits a specific person and need. For informational questions — usage, health, how to choose — brand content competes directly with experts, associations and review sites.
TECHNICAL BASICS
•Indexed in Google and Bing
•AI crawlers not blocked
•Key content as text in the page HTML
•Real headings, lists and tables
•Structured data that matches the page
EVERY KEY PRODUCT PAGE SHOULD MAKE CLEAR
01
What it is
Format, key characteristics, what's in it — stated plainly
02
Who it's for (and isn't)
Age, skin or hair type, size, lifestyle or specific need
03
Which need it addresses
Described the way customers describe it, not in internal product language
04
How it differs
Within the range and compared with alternatives — comparable facts, not adjectives
Simple check: can a reader finish the sentence "Choose [product] if you… because…" using only this page?
TIP
A range built around clear needs — skin type, age, use case — already follows the "who it's for" logic people use when they ask AI.
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PART 2 · CONTENT SOURCES
RETAILER PRODUCT PAGES
An equal source alongside the brand website — and for marketplace assistants, almost the only one.
HOW AI USES THEM
•For shopping questions — price, pack size, availability, comparing variants — retailer pages often appear in the answer.
•Their product data feeds the product cards shown in AI assistants and Google.
•Marketplace assistants answer mostly from their own product pages, reviews and Q&A.
•If the brand doesn't supply good content, the retailer describes the product in its own words.
WHAT AI READS ON A PRODUCT PAGE
Images
incl. text on images and their descriptions
Title
Key features
The first lines shoppers and AI read
Description
Brand rich content
Modules with images and text
Attributes and filters
Size, type, use, need
Shopper Q&A
Reviews
Recurring themes
KEY POINT
Retailer pages are not a copy of the brand site — they are a separate source AI uses on its own. The same facts need to be there too.
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PART 2 · CONTENT SOURCES
INDEPENDENT SOURCES
AI checks whether others confirm what the brand says — and the more independent sources agree, the safer the recommendation.
CONTROL
Brand website
You write and publish it
SHAPE WITH PARTNERS
Retailer product pages
You supply content; retailers decide what is shown
INFLUENCE
Independent sources
You can inform and support — but others write it
WHAT COUNTS AS AN INDEPENDENT SOURCE
•Reviews, rankings and "best of" articles
•Experts, specialists and professional content
•Associations, public bodies, professional organisations
•Media and lifestyle publications
•Forums, communities, video
WHY IT MATTERS FOR AI
Confirmation: a claim repeated by independent experts is more credible than the same claim on the brand's own page.
Consistency: AI can only recommend a product it can describe without ambiguity — different names or facts in different places weaken the picture.
Reach: in many categories, review and expert sites are cited more often than any single brand.
KEY POINT
Independent sources can't be written by the brand — but they can be informed, supported and kept accurate.
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PART 3 · OPTIMISATION IN PRACTICE
EIGHT WRITING RULES FOR ALL THREE PLACES
The same rules work on the brand website, on retailer pages and in material shared with partners and media.
01
Answer first
The conclusion in the first one or two sentences; context comes after.
02
Headings as questions
"How often should I apply it?" instead of "Usage".
03
One idea per section
Each block makes sense if lifted out on its own — no "as mentioned above".
04
Facts, not slogans
Sizes, quantities, frequency — not "premium" or "luxurious".
05
Say who it's for
And who should choose something else. Suitability is what AI is asked about most.
06
Key claims in text
AI can read images, but text is easier and more reliable. Repeat claims from images in text.
07
Show the evidence
Numbers, named experts, studies, certifications — written out.
08
Same facts everywhere
Names, claims and figures match across site, retailers and partners.
KEY POINT
Most of this is simply good writing. AI search is less forgiving of slow intros, vague headings and unsupported claims.
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PART 3 · OPTIMISATION IN PRACTICE
SAME FACTS, CLEARER FORM
Illustrative skincare examples. The facts stay the same — only the order, the precision and the headings change.
ELEMENT | BEFORE | AFTER |
Product opening | "A luxurious cream your skin will love, made with the finest ingredients." | "Fragrance-free moisturiser for dry, sensitive skin, light enough to wear under make-up." |
Heading | "Usage" | "How often should I apply it?" |
Suitability | "Suitable for all skin types." | "For dry and sensitive skin. For oily skin, choose the gel version." |
Benefit | "Deep hydration." | "Contains glycerin and ceramides that support the skin barrier." |
Directions | "Apply as needed." | "Apply morning and evening to clean skin; a pea-sized amount covers the face." |
WHY IT HELPS
The facts already exist in approved sources. Rewriting the form, not the substance, keeps claims accurate and easier to approve.
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PART 3 · OPTIMISATION IN PRACTICE
WEBSITE TOOLKIT: CONTENT BLOCKS
Reusable blocks, designed once as template components — so pages are assembled, not written from scratch.
Quick answers
What AI reaches for first
Short answer under the title
At a glance
Definition
e.g. "What is a ceramide?"
Trust
Why AI believes the page
Named expert or reviewer
Sources
Last updated
e.g. "Reviewed by a dermatologist"
Help to choose
Closest to a purchase decision
Comparison table
Which one is right for me?
Myth vs fact
e.g. Day cream vs night cream vs serum
Guidance
Native format for "how do I…"
Step by step
FAQ
When to see a specialist
e.g. "How to build a winter skincare routine"
PICK BY PAGE TYPE
Product page
At a glance + who it's for + how to use + FAQ
Article
Short answer + key takeaways + FAQ + sources
Range / category page
Which one is right for me? + comparison table
WHY TEMPLATES
Fix a page type once and every new page inherits the structure. Retrofitting hundreds of finished pages costs far more.
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PART 3 · OPTIMISATION IN PRACTICE
CONTENT BLOCKS IN PRACTICE
One example from each group. Dashed frames mark the block; the rest of the page stays as it is.
QUICK ANSWERS
Short answer + at a glance
Skincare › Moisturisers
Barrier Cream
Short answer
A fragrance-free moisturiser for dry, sensitive skin, light enough to wear under make-up.
At a glance
| For | Dry, sensitive skin |
| Texture | Light cream · 50 ml |
| Key ingredients | Ceramides, glycerin |
| Use | Morning and evening |
Answers "what is it and who is it for?" in the first lines — the passage AI takes first.
TRUST
Author, reviewer, date, sources
Advice › Sensitive skin
How often should you moisturise sensitive skin?
Author, reviewer, date
[Name], Skincare Editor
Reviewed by Dr [Name], dermatologist
Last updated: 12 October 2026
Sources
- Professional dermatology guidance
- Published research on skin-barrier care
Shows who stands behind the content and how current it is — key for health and safety topics.
HELP TO CHOOSE
Which one is right for my skin?
Skincare › Moisturisers
Moisturiser range
Which one is right for my skin?
| Dry, sensitive | Barrier Cream |
| Normal, combination | Daily Moisturiser |
| Oily, blemish-prone | Gel Moisturiser |
| Very dry, at night | Night Balm |
| Daytime, outdoors | Moisturiser SPF 30 |
Answers the question closest to a purchase: which product for which need.
GUIDANCE
Step by step + when to see a specialist
Advice › Routines
How to build a winter skincare routine
Step by step
| Step 1 | Gentle, non-foaming cleanser |
| Step 2 | Hydrating serum on damp skin |
| Step 3 | Barrier cream, morning and night |
| Step 4 | SPF in the morning |
When to see a specialist
If redness, cracking or itching lasts more than two weeks, or skin weeps or bleeds.
The natural format for "how do I…" questions — and an honest safety answer.
NOTE
Illustrative examples on generic pages. Each block is built once as a template component and reused across markets.
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PART 3 · OPTIMISATION IN PRACTICE
PRACTICAL TIPS BEYOND YOUR WEBSITE
What brand teams can do on retailer pages and with independent sources.
Retailer product pages
Shape with partners
Title with product type, purpose and variant — not just the name
Key features that start with the benefit and state facts
All attributes and filters filled in: size, type, use, need
Claims shown in images repeated in text; image descriptions filled in
Answers to shopper questions; an FAQ section where the retailer offers one
Recurring doubts from reviews addressed in the page content
Same names and facts across all retailers
Independent sources and Digital PR
Influence
Check which sites AI cites for your questions — and focus there
Give editors and reviewers current, accurate product facts
Make experts visible by name: specialists, advisers
Publish data and research that others can cite
Ask for corrections where the brand is described wrongly
Support partners (associations, experts, retailers) with clear materials
Use the same brand and range names everywhere
WHERE TO START
With the retailer pages and the independent sites AI already cites for your most important questions.
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PART 3 · OPTIMISATION IN PRACTICE
HOW TO CHECK VISIBILITY
A simple, repeatable method — from manual checks to tracking tools.
01
Build a question set
•30–100 shopping questions, without brand names
•Asked the way a customer would ask
•Each one able to lead to a product recommendation
•Each mapped to a page or product listing
•Kept unchanged for at least a quarter
"What's the best moisturiser for dry, sensitive skin?"
02
Ask across engines
•Google AI, ChatGPT, Gemini, Perplexity
•Marketplace assistants such as Rufus
•Each engine separately — results differ
•Repeat: answers change from day to day, so read trends
03
Measure three things
•Recommended? Position, frequency, share vs competitors
•Cited? Your page or listing as a source
•Described correctly? Facts and wording as you'd want
04
Use the right tools
•Manual checks to start: private window, several runs
•AI visibility tracking tools (e.g. Chatbeat) at scale
•Google Search Console
•AI referral traffic as its own segment in GA4
TWO SCORES
Being recommended and being cited are different results. Strong in one engine and absent in another is normal — track both, engine by engine.
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Who this session is for
Brand managers, marketing teams and e-commerce teams who need a shared, current picture of how AI search works before they change briefs, product content or agency scopes. No technical background needed.
It is one module in my SEO & AI Search training. Other modules go deeper for website teams, content teams, copywriters, marketplace teams, analysts and leadership.
Common questions
Questions about this training
-
It is the full structure and the generic content. The live session is tailored to your products, category, markets and audience, uses your own pages and AI answers as examples, and includes discussion and exercises.
-
Brand, marketing and e-commerce teams who need a shared, current understanding of how AI answers are built and what they can change. No technical background is needed.
-
About 60 minutes in its basic form. With exercises on your own pages it can run to half a day.
-
Yes. I run it in English or Polish, and for international teams I use examples from each market you sell in.
Work together
Want this training for your team?
Tell me what you sell and who will be in the room. I’ll propose a version built on your products and your customers’ questions.
Open for projects
