How Customers Are Comparing Products with AI and How You Can Take Advantage Of That

You know that finding the right item that fits your needs can be a headache!

The same goes for your customers.

Your customers may need to browse several websites and open up a dozen tabs simultaneously to determine the best option.

But guess what?

They are giving that task to AI chatbots like ChatGPT.

Here’s how they are doing it!

Step-by-Step Guide to Comparing Products with ChatGPT

1. A Shopper Heads Over to the ChatGPT Website

First things first, a shopper will navigate to the ChatGPT website.

2. ChatGPT Compares Specific Products

Next your potential shoppers ask ChatGPT to compare a specific type of product. They are clear about what they need, and ChatGPT handles the heavy lifting.

3. Customers Specify Comparison Criteria

When comparing products, customers are being specific about the criteria that matter most to them. This could be price, weight, comfort, ratings, features, or anything else relevant to your needs.

4. Example: Comparing Eyelash Glue

To give you a practical example, let’s compare eyelash glue. Here’s a sample prompt a customer would use to get a better result!

Prompt

"ChatGPT, can you compare the best types of eyelash glue for clusters from different brands for me? I’m interested in their price, weight, comfort, ease of use, and customer ratings. Please present the information in a table format"

5. Review and Refine the Results

Once ChatGPT provides the comparison, customers review the information and refine their ask. For instance, they might ask if a product ships to their country.

Additional Things Customers are Looking for in Product Comparisons

Specific with Brands and Models

You online shoppers are looking for the exact brands or even specific models. This helps them narrow down the comparison to the products they’re most interested in.

Relevant Criteria

Whether it’s the material, style, or even color options, customers are expecting AI to handle detailed questions.

Ask for Updates

People shopping online are asking ChatGPT to provide the latest data if new models or updated information is available. For instance, they say, "Please update the comparison with the latest 2025 info."

Request Reviews or Additional Insights

Shoppers might also ask for customer reviews or expert insights on each product to understand their performance in real-world scenarios better.

Ensuring Your Brand is on the Comparison List

As a brand, being included in product comparisons by leveraging answer engine optimization is crucial during the consideration stage of the customer journey. This stage is when potential buyers evaluate different options and make decisions based on various factors.

Here’s how your brand can make sure it’s a top choice:

1. Optimize Your Online Presence

SEO for Product Pages

Ensure your product pages are optimized with relevant keywords that potential customers are likely to search for. This includes keywords related to comparisons, such as “best women’s running shoes” or “Nike vs Adidas running shoes.”

High-Quality Content

Create informative and engaging content that answers customers' common questions about your products. This could include blog posts, comparison articles, and detailed product reviews. Make sure your common questions are actually common.

Make sure to answer them concisely. You don't need a 3000-word article on "How to style a platform sneaker for brunch."

2. Engage in Influencer and Affiliate Marketing

Influencer Partnerships

Collaborate with influencers who align with your brand’s values and have a following that matches your target audience. Influencers can create content that naturally includes your products in comparisons, boosting your brand’s visibility.

Even video content is being scraped (without permission) by AI companies, so getting your product talked about by Influencers on YouTube can help.

Affiliate Programs

Set up affiliate marketing programs where bloggers and content creators can earn a commission by featuring your products in their comparison articles. This not only increases visibility but also incentivizes affiliates to promote your brand.

3. Leverage Customer Reviews and Testimonials

Encourage Reviews

Prompt your satisfied customers to leave reviews (even negative reviews) on popular eCommerce platforms and your website. Positive reviews can significantly influence potential buyers during the comparison stage.

Highlight Testimonials

Use customer testimonials in your marketing materials and on your website. Authentic feedback from real users can be very persuasive.

4. Utilize Comparison Engines and Aggregator Sites

Product Listing Ads

Get your products listed on popular comparison engines and aggregator sites like Google Shopping, PriceGrabber, or Shopzilla.

Enhanced Product Listings

Invest in enhanced product listings that provide more information and visuals, making your products stand out in comparison tables.

5. Offer Competitive Pricing and Promotions

Competitive Pricing

Make sure your pricing is competitive within the market. Use tools to monitor competitors’ prices and adjust yours accordingly.

Promotions and Discounts

Run promotions or offer discounts that can make your products more attractive when compared to others. Highlight these deals in your product descriptions and ads.

6. Focus on Product Differentiation

Unique Selling Points (USPs)

Clearly communicate what sets your product apart from the competition. This could be superior quality, innovative features, or better customer service.

Visual Content

Use high-quality images and videos to showcase your product’s features and benefits, making it easier for customers to see why they should choose your brand.

Example

Let’s take a closer look at how an eyelash brand might implement these tactics to ensure their products are featured in comparisons.

SEO and Content Marketing

An eyelash brand could create a series of blog posts comparing their glue to top competitors, focusing on different aspects like smell, how long it lasts, etc. Titles could include “Why Glue Outperforms Competitors” or “Comparing Top EyeLash Glues: What You Need to Know.”

If you want to know how to create the BEST content, get this course!

Influencer Partnerships

A lash brand might partner with beauty influencers who review and compare different makeup styles, naturally incorporating the brand’s products into their content. This not only boosts visibility but also leverages the influencer’s credibility.

Customer Reviews

Encouraging buyers to leave reviews on platforms like Amazon or their website can build a bunch of positive feedback. Highlighting these reviews in marketing campaigns can sway potential buyers.

Paid Advertising

Investing in Google Ads targeting keywords like “longest lasting eyelash glue” or “[Your Brand] vs. [Top Eyelash Glue Brand]” can position your brand’s products prominently in search results, increasing the likelihood of being included in customer comparisons!

Comparison Engines

Listing products on Google Shopping and ensuring they have good descriptions and images can make them stand out in comparison searches, driving more traffic and potential sales.

Conclusion

Being included in product comparisons is a vital part of the marketing strategy for brands.

By optimizing your online presence, engaging in influencer and affiliate marketing, leveraging customer reviews, investing in advertising, utilizing comparison engines, offering competitive pricing, and focusing on product differentiation, your brand can ensure it is a top choice during the consideration stage.

These tactics boost visibility and enhance brand credibility and attractiveness, ultimately driving more conversions and sales.