How to prepare for chatbot product search

It’s not too soon for retail brands to prepare for a future in which search looks less like Google and more like Bing. Optimizing for conversational AI product discovery starts now. The conversation and concerns around the rapid development and mainstreamization of large language models (like those that power ChatGPT, Google’s Bard, and the new Bing) aren’t new.
But the possibility that consumers may find products in a chat-style interface brings a new challenge for retail brands that have built web presences optimized for search as we know it, and begs the question: What does the future of product discovery look like?