The world of digital marketing is experiencing a fundamental shift. While previously the consumer's journey from searching for "best running shoes" to purchase was defined by dozens of clicks across various websites and comparison tools, today this journey is being shortened by large language models (LLMs). Current reports suggest that customers who arrive at e-shops through recommendations from ChatGPT or Gemini spend more than regular search engine visitors.

The End of the Endless Clicking Era: Why AI Increases Average Order Value?

The main reason for this phenomenon is the change in the very way people arrive with purchase intent. Traditional search engines (like Google Search) work on the principle of a list of links. The user must filter, compare, and interpret information themselves. However, AI chatbots act as personal assistants. Instead of a list of websites, the user receives a synthesized answer that solves their specific problem.

For example, a user doesn't just search for a "gaming computer," but enters: "I need a computer for 4K video editing, with a budget of up to 50,000 CZK, that has good battery life for portability." A model like ChatGPT or Gemini can instantly evaluate these parameters and suggest specific configurations. This process reduces so-called decision paralysis, where too many options lead to the customer ultimately buying nothing. However, when the decision is backed by a logical argument from AI, the purchase intent is much stronger.

Player Comparison: Who Controls the Purchasing Process?

In the battle over who will be the best "shopping agent," three main forces stand against each other:

• Google Gemini: Has a huge advantage in integration with the Google ecosystem. Thanks to its connection with Google Shopping and Maps, Gemini can not only suggest a product but also show its availability at the nearest store or directly in an e-shop partnered with Google. For Czech users, this is crucial because Gemini excellently understands Czech localization and services available in the Czech Republic.
• OpenAI ChatGPT: Excels in complex reasoning. Thanks to models like o1, ChatGPT can analyze highly detailed comparison tables and technical specifications, making it an ideal partner for purchasing expensive electronics or specialized equipment.
• Anthropic Claude: Although less focused on direct purchases, its ability to write human-like and nuanced texts makes it a great advisor for product selection based on reviews and emotions.

Practical Impact for Czech Businesses and E-shops

What does this mean for the Czech e-commerce sector? If you want AI assistants to recommend you, you must stop optimizing only for "keywords" and start optimizing for context. This new field is beginning to be called AIO (AI Optimization).

For the Czech scene, this has three main implications:

1. Structured data is critical: For an AI model to know that your product is the "best for chess beginners," your website must have perfectly implemented schema markup and structured data.
2. Czech language availability: Most of these models (ChatGPT, Gemini, Claude) work very well in Czech, enabling Czech companies to reach both global and local markets without having to build their own chat systems from scratch.
3. EU AI Act regulation: Companies must be cautious. The new European regulation emphasizes transparency in recommendation systems. If your e-shop uses AI for personalization, you must be able to explain why a particular product was chosen to avoid consumer manipulation.

Price Accessibility of Tools for Businesses

For small and medium-sized enterprises in the Czech Republic, it's important to monitor the costs of implementing these technologies. While basic versions are free, the following prices are expected for actual business use:

• ChatGPT Plus: approx. 20 USD (approx. 470 CZK) / month – ideal for small entrepreneurs.
• Gemini Advanced: approx. 20 EUR (approx. 500 CZK) / month – great for integration into Google Workspace.
• API access (OpenAI/Anthropic): Pay-as-you-go pricing, which is the most important path to building your own shopping agent directly on your website.

Conclusion: From Searching to Agents

We are witnessing a transition from the era of "searching for information" to the era of "executing tasks." AI will no longer just show where to buy, but in the near future (thanks to the development of autonomous agents) will be able to carry out the entire process – from selection through payment to shipment tracking – on behalf of the user. Companies that prepare for this shift now will gain a huge competitive advantage in the quality and value of their customers.