AI Commerce Lab
Experiments on real shops.
We test how AI assistants find and recommend online shops, and publish what we find, including what doesn’t work.
What we’re testing
Each one is published here with the method and the result.
Published 6 October 2026
What does Shopify record when a customer arrives from ChatGPT?
Where the referral shows up, and where it gets lost. Read it.
Coming soon
Do ChatGPT and Gemini recommend the same brands?
The same buying questions, asked of both.
Coming soon
Which product page changes make a difference?
Five changes to one Shopify product page, checked before and after.
Coming soon
What do AI assistants say to 100 skincare buying questions?
Which brands are named, and what they have in common.