The eCommerce Search Playbook for AI Enhanced Shopping | Callum Lockwood

In this talk from our recent Digital Superchats e-Event , Callum Lockwood, Director of Organic Search at Re:signal reveals the eCommerce Search Playbook for AI Enhanced Shopping. About Callum's Talk: AI Search is reshaping how consumers discover and buy products online and for eCommerce brands the opportunity is significant. Visibility across AI search surfaces is driven by product information, the data that flows from your eCommerce platform into your PDPs, product feeds and structured data. Get that foundation right and every surface you should care about, Organic Shopping, AI search, Organic Search, benefits automatically. This session gives eCommerce marketers a practical framework for thinking about product data enrichment as a strategic priority, alongside a clear view of how AI Search is changing consumer purchasing behaviour and what that means for where organic peformance is actually heading. Key Delegate Takeaways: 1. Understand why the PDP, product feed and structured data are three layers of the same problem, and why enriching product information at source is the highest leverage action an eCommerce brand can take right now 2. Learn how to influence product level visibility within AI search and how to be best prepared for future changes in how products are bought through AI surfaces 3.Leave with a practical view of how consumer purchasing behaviour is shifting in the AI search space. This online talk was delivered at Digital Superchats #20 (AI & Search Strategy) on Wednesday 9th September 2026. 🎥WATCH THE FULL DIGITAL SUPERCHATS E-EVENT (4 TALKS): https://www.marketing-masterclass-ser... 📢Don't forget to like, subscribe, and hit the notification bell for more expert insights on SEO and all things digital strategy. #searchengineoptimization | #digitalmarketing | #SEO | #AI