OpenAI's new function: help ChatGPT search and discover your products

Users are now searching for products inside ChatGPT. If your business, your products and your services aren't visible there, you’re probably already a step behind. And it will be more and more difficult to catch up as time goes by.

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ChatGPT (and other AIs) can now find, access and surface information about your products

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How the new search and discovery feature will help ChatGPT find your products:

OpenAI has rolled out a new Search + Product Discovery feature. It is up to you to submit your products or services to the platform. Once referenced, ChatGPT will use a web crawler called OAI-SearchBot to find, access, and surface information in ChatGPT search.

Users can describe what they’re looking for and this will help ChatGPT search and discover—and suggest—their products, services, and businesses. The AI doesn’t just link to search results: it responds like a guide and what it shows depends on how discoverable your offer is.

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Why it matters for your business:

• AI discovery can be considered next level Search Engine Optimization and is an addition to SEO, not a replacement. You still need to work on your SEO as usual.

• It's most often called AEO (Answer Engine Optimization) or GEO (Generative Engine Optimization): the practice of optimizing content for AI-driven search engines that generate results based on user intent, context, and quality.

• The tools people use to find products are changing fast.

• If your content, structure, and metadata aren’t AI-readable, you won’t show up.

This affects websites, e-commerce stores, service businesses, and more. In short, anyone who wants to be found online.

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What we’re doing about it:

Ultrabrand's platform already includes AI-readable layers and structured content. But now we’re taking it further, helping clients align their content for AI-native discovery, in addition to traditional search engines.

→ If you want to learn more about AI brand visibility tracking with ChatGPT, Perplexity or Gemini, visit this page.

→ Want to do it yourself and help ChatGPT discover your products? Click here.