REACH IS NOT PROOF

Summary from the TLDR Marketing newsletter

Retailer-owned shopping agents have the strongest evidence of sales impact, while ChatGPT and Google have massive reach but no published purchase results. Amazon reports nearly $12B in incremental annualized sales from its assistant, while Walmart says Sparky users spend 40% more per order. Brands should make product data complete and accessible so agents can accurately evaluate and recommend their products. AI-driven discovery is already happening, but sales impact remains unproven across most categories.