Top 4 Takeaways from the UK Retail Roundtable on Visibility in the AI Era

Retail Gazette teamed up with Yext to host senior retail leaders for an exclusive roundtable event (Chatham House Rules, naturally). On that sunny spring morning in central London, leaders candidly unpacked one of the most pressing questions facing the retail industry today: how do brands stay visible as search moves beyond Google into the AI era?

Here’s what we learned about how AI tools and AI search are transforming their business practices and strategies for adapting to the future of search.

1. AI-led discovery is here, and it’s about to be the new path to purchase

Retail leaders agreed that a “Google-first” search strategy isn’t enough anymore because Google isn’t the only gatekeeper. Customers search and shop using tools like ChatGPT, TikTok search, Pinterest Lens, and, as leaders are uncovering, “innumerable other solutions.” From digital window shopping to deeper product research and reading recommendations, retailers are observing that customers are making purchase decisions long before they hit their website.

Top observation

“We’re seeing customers bypass Google entirely. They go to TikTok to research trends, or they ask ChatGPT for recommendations. Customers only loop back to Google [as a point of entry to our site] when they’re ready to buy. That’s a fundamental shift in the funnel.”

2. Agentic AI is a MAJOR disruptor, and it’s going to change retail forever

With the rise of agentic AI (or AI agents), retail leaders acknowledge that customers might not hit their website at all during their journey. Every leader agreed, AI agents are a game-changer for retail. Since AI agents automate tasks like product research, price comparison, and making reservations or purchases, brands cannot afford to ignore them. Delaying action isn't an option, either.

Top observation

“The minute customers start delegating purchases to AI agents, the rules of brand loyalty and search change overnight. Brands need to prepare for that future now.”

3. Community and authenticity still matter, and AI can help scale and amplify them

Leaders also agreed that brands don’t have to choose between automation and authenticity. In fact, when you can identify the most resonant stories, reviews, and chat topics, you have a hotline to engagement, sentiment, trends, and market needs. For instance, AI is helping retail leaders meet trend cycles at the beginning, not at peak (or, worse, post-peak). They’re amplifying ambassador- and community-generated content in real time.

Retail leaders also shared how AI has made it possible to deliver personalization at scale. Because their brands use AI to learn customer history, preferences, and behavior patterns, they’re tailoring content and experiences for each community member. They're saving time for more strategic projects and seeing payoffs with increased engagement and loyalty.

Top observation

“AI can’t replace human connection, but it can help scale content to add more connection points and deepen connections. We’re using it to personalize outreach, respond faster on social, and understand customer sentiment. Ultimately, it’s about building trust and community at scale.”

4. Everything is changing, so your mindsets (and datasets) must change, too

Consensus among leaders came down to two important considerations. First, optimizing for the new search landscape requires a mindset shift, one where leaders have to stay curious and experiment with new, practical strategies. Second, optimization requires an investment in a knowledge graph and structured data because it’s accurate, contextual, reliable, and discoverable no matter where customers are searching.

Retail leaders agreed that embracing structured data is the foundation for building ethical, transparent, algorithmic trust. They’re re-evaluating and updating product descriptions written with AI in mind. They’re investing in expansive, comprehensive digital content creation on websites. They’re also doubling down on a commitment to social and video content creation. The throughline between all those tactics is a strategy centered around structured data, the building blocks of AI-ready content.

Top observation

“It’s no longer just about ranking on Google. We have to be present wherever customers are, on social, in conversational AI, in marketplaces. Everywhere. That’s fundamental. That takes a much more integrated and flexible approach to content and data.”

Thank you to the Retail Gazette and all of our attendees. It was inspiring and exciting to join in such a frank conversation with leaders so clearly committed to improving customer experience and embracing the future of AI-driven search.

Learn more about how to stay ahead of the AI search revolution using Scout

Yext Scout monitors your brand's presence and sentiment across AI search platforms and traditional search engines. Benchmark your broad national presence or dig into your hyper-local levels to see where you stand, and why. Then, use specific, actionable recommendations to raise your visibility and pull ahead of your competition. Discover Scout