What happens when AI reshapes how people search, feel, and buy online?

In this episode of The Search Session, host Gianluca Fiorelli sits down with Italian digital strategy advisor Marco Loguercio to explore the evolution of e-commerce in an AI-driven world. From omnichannel search trends revealed by the Osservatorio Search in Italy to the rising impact of real intent over guesswork, the conversation dives into how data and emotion are merging to redefine the product experience. 

Marco explains why content must be treated as part of the product itself, how emotional imagery paired with clarity drives conversions, and why the line between online and offline shopping is disappearing. With ChatGPT now integrating checkout through platforms like Etsy and Shopify, the stakes for understanding buyer behavior and controlling first-party data have never been higher.

Tune in for a fast-paced conversation packed with insights on aligning search, content, and commerce to meet people where their desire begins. Enjoy!

This is the 36th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

Here's what you'll learn in this episode:

• (00:05 ) Meet Our Guest: Marco Loguercio
• (04:35 ) Is SEO Becoming Commoditized?
• (07:09 ) The Omnichannel Search in Italy 2025
• (12:57 ) The Rise of Search Fatigue
• (17:35 ) Content That Truly Serves Customers
• (24:28 ) Authenticity and Insights in Online Communities
• (28:16 ) The Dual Role of Product Pages
• (31:15 ) Connecting Online and Offline Commerce
• (36:01 ) LLMs Enter Commerce: ChatGPT, Etsy, and Shopify
• (41:20 ) The Attribution Dilemma in the Age of AI
• (49:32 ) The Athlete’s Mindset Behind Marketing Success

👉 Read the full article and explore additional insights:  

https://www.advancedwebranking.com/blog/e-commerce-in-omnichannel-ai-search 

Where to find Marco Loguercio

• LinkedIn: https://www.linkedin.com/in/marcologuercio 
• X: https://x.com/marcologuercio 
• Website: https://www.marcologuercio.it/ 

Where to find Gianluca Fiorelli 

• Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ 
• X: https://x.com/gfiorelli1 
• Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social 
• Website: https://iloveseo.net/ 

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