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Ep 28 From search to agents — How ai is reshaping e-commerce
Online shopping has followed the same pattern for years:search, scroll, compare, decide.
But that pattern is starting to change.
Instead of typing keywords into a search engine, more people are asking AI assistants what they should buy. The AI compares products, filters options, and may eventually complete the purchase itself.
So what happens when AI becomes the interface between customers and products?
In this episode of Simply Briefed, Kristine Lium speaks with Erik Wikander, founder of Wilgot, about the shift from search-driven commerce to agent-driven commerce.
They explore:
why product discovery is moving from keywords to conversations
how AI assistants may change the role of product pages
why structured product data is becoming critical
how customer reviews, returns, and service data can shape product discovery
whether AI could create a more level playing field for smaller brands
If AI becomes the primary way people discover products, the key question may no longer be who has the biggest marketing budget.
Instead, it may simply be:Which product best fits the customer’s need?
Guest bio
Erik Wikander is the founder and CEO of Wilgot, a platform built for the era of AI search and agentic commerce. Wilgot helps brands optimize their product content so it can be discovered, trusted, and cited by AI assistants such as ChatGPT, Perplexity, and Google.
Before founding Wilgot in 2024, Erik spent more than a decade working at the intersection of product, marketing and growth. He served as CMO at Lendify (later acquired by Lunar), one of Europe’s leading fintech companies, where he led growth, marketing, and digital acquisition.
Following the launch of ChatGPT, Erik founded his previous company with the vision of bridging AI-driven content creation with SEO. That work led him to a deeper realization: the way people discover products and information online is fundamentally shifting, which ultimately inspired the creation of Wilgot.
His passion lies in helping companies adapt to the shift from traditional search to AI-native discovery. Erik focuses on building infrastructure that allows brands to structure, optimize, and scale their product information so it becomes visible and trusted in the new generation of AI-powered interfaces.
Contact:
Website
Email:
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By PimmOnline shopping has followed the same pattern for years:search, scroll, compare, decide.
But that pattern is starting to change.
Instead of typing keywords into a search engine, more people are asking AI assistants what they should buy. The AI compares products, filters options, and may eventually complete the purchase itself.
So what happens when AI becomes the interface between customers and products?
In this episode of Simply Briefed, Kristine Lium speaks with Erik Wikander, founder of Wilgot, about the shift from search-driven commerce to agent-driven commerce.
They explore:
why product discovery is moving from keywords to conversations
how AI assistants may change the role of product pages
why structured product data is becoming critical
how customer reviews, returns, and service data can shape product discovery
whether AI could create a more level playing field for smaller brands
If AI becomes the primary way people discover products, the key question may no longer be who has the biggest marketing budget.
Instead, it may simply be:Which product best fits the customer’s need?
Guest bio
Erik Wikander is the founder and CEO of Wilgot, a platform built for the era of AI search and agentic commerce. Wilgot helps brands optimize their product content so it can be discovered, trusted, and cited by AI assistants such as ChatGPT, Perplexity, and Google.
Before founding Wilgot in 2024, Erik spent more than a decade working at the intersection of product, marketing and growth. He served as CMO at Lendify (later acquired by Lunar), one of Europe’s leading fintech companies, where he led growth, marketing, and digital acquisition.
Following the launch of ChatGPT, Erik founded his previous company with the vision of bridging AI-driven content creation with SEO. That work led him to a deeper realization: the way people discover products and information online is fundamentally shifting, which ultimately inspired the creation of Wilgot.
His passion lies in helping companies adapt to the shift from traditional search to AI-native discovery. Erik focuses on building infrastructure that allows brands to structure, optimize, and scale their product information so it becomes visible and trusted in the new generation of AI-powered interfaces.
Contact:
Website
Email: