In this episode, Erin steps in as host to chat with Luke Thorn from WebRefresh about how AI is reshaping the world of eCommerce – and what that means for pet businesses.

From skyrocketing ad costs and SEO shifts, to the rise of conversational search and AI-driven shopping, this episode unpacks what brands need to know right now to stay visible and competitive.

We discuss:

• How pet parents’ online search behaviour is changing with AI tools like ChatGPT and Gemini
• Why brand mentions and reviews matter more than ever in AI results
• The shift from keyword stuffing to conversational copywriting
• Common misconceptions about AI (and why ignoring it could cost you)
• Practical ways to make product pages more “AI-friendly”
• The role of blogs and content as long-term assets for visibility
• Red flags that show a brand isn’t ready for AI search
• Case studies of brands already seeing big ROI from AI visibility
• Luke’s bold prediction on the future of websites and eCommerce
• Where to start if you’re feeling overwhelmed by AI

Tune in for a mind-expanding and practical conversation that will help you future-proof your pet brand – and see AI as an opportunity, not something to fear.

Luke’s Checklist Downloadables:

Ecommerce AI Search Optimisation Checklist

Local AI Search Optimisation Checklist

Luke’s Links:

WebRefresh Website: https://www.webrefresh.co/

WebRefresh Instagram: https://www.instagram.com/webrefresh/

WebRefresh Facebook: https://www.facebook.com/webrefreshco/

WebRefresh LinkedIn: https://au.linkedin.com/company/web-refresh-co

Connect with Luke on LinkedIn: https://www.linkedin.com/in/lukethorn/