More than a decade ago, we experienced what we called the digital transformation.
It was a profound shift. Companies left behind analog processes, paper-filled offices, printed tickets, and in-person procedures. Everything became automated, connected, and digitized. And with that, the way we compete also changed.
Today, I believe we are going through something very similar—only even more disruptive: the cognitive transformation.
A new era shift
In 2022, ChatGPT was launched. For weeks — or months — we lived through a hype wave: people used AI for everything, from writing emails to generating images or completing tasks.
But that initial boom was just the beginning.
Starting in 2024, something changed. It was no longer just about experimentation. Tools began to mature, integrate, and scale. Now, nearly every week a new platform, framework, or SDK emerges that points toward a new paradigm: intelligent applications that reason, respond, and act.
Some recent examples:
- Cursor: an AI-powered code editor that understands your instructions and helps you build faster.
- Vercel AI SDK: a kit for building conversational apps connected to models like GPT-4, Claude, or Gemini.
- Logable, Rework, and other AI-first NoCode platforms: tools that combine UI, database, and logic in one seamless flow.
And this is just the beginning.
ChatGPT is no longer just a tool — It's a channel
Currently, ChatGPT is the fifth most visited site in the world, with over 5 billion monthly visits. And it’s not just out of curiosity: more and more people are using it as their primary source to search, decide, and even shop.
This changes everything.
How we make decisions is changing
Previously, searching for a laptop meant opening 10 tabs, reading reviews, understanding specs, comparing prices — and still not being fully sure which one to choose.
Today, you can simply write in natural language:
“I need a laptop for graphic design, budget $1500, good battery, and lightweight.”
And within seconds, the AI gives you:
- Three options that match those criteria
- Technical comparisons
- Integrated reviews
- Direct links to purchase
This is more than a new interface. It’s a new digital behavior — much more assisted, personalized, and contextual.
What about positioning? Welcome AEO and AIO.
AEO — Answer Engine Optimization
This is about optimizing your content to appear as a direct answer in AI-powered engines like ChatGPT, Google SGE, Perplexity, or Bing Copilot.
- It relies on Q&A-style content, lists, and clear definitions.
- Uses structures like JSON-LD, schema.org, and FAQ-rich snippets.
- It's the closest thing to the new SEO — but focused on answers, not pages.
Example: You search “best marathon running shoes 2025,” and your product appears in the direct answer, with a link.
AIO — Artificial Intelligence Optimization
Just as SEO was key in the Google era, a new concept emerges: AIO — AI Optimization.
It goes a step further: optimizing so AI models can understand, reason about, and use your product as part of their internal logic.
- It’s based on structured data, accessible APIs, and clean catalogs.
- Ensures the AI can compare, select, and even purchase your products automatically.
- Requires thinking in terms of integration, flow, and data structure.
Example: You describe your need (“I want a laptop for graphic design”) and the AI includes your product as a relevant option because it understood the specs from your open catalog.
Which should you choose? Both.
AEO is how you show up as a result.
AIO is how you participate in the decision and execution.
A new window is opening
This brings me to another reflection: the market has broken open.
Just like during the digital transformation, when competition shifted from needing 40 physical ticket booths to just a good website, now a similar shift is happening. You don’t need a logistics chain to compete. You need to understand how to talk to AI — and how to integrate with it.
Big brands will adapt fast, no doubt. But today, there’s a rare opportunity for new players, smaller products, fresh ideas — those who want to ride this wave.
Will we be able to shop inside chatGPT?
We almost can.
OpenAI has launched a shopping feature in the U.S. where ChatGPT not only recommends products but redirects users to stores like Shopify, Instacart, or Klarna to complete purchases.source
There's no native checkout yet — but it’s getting close.
All the components already exist:
- Verified identity
- Memory-enabled, reasoning agents
- Integrations with Stripe, PayPal, Mercado Pago
The takeaway? Yes — we’ll be able to purchase directly from AI interfaces.
Final reflection
We are entering an era where just being online is no longer enough.
Now, you have to exist in the mind of the AI.
Those who understand this — and act on it — will unlock a real competitive advantage.
And as with every major tech wave, it’s not always the biggest who win.
It’s the fastest.
🧠 Are you already thinking about how your product or service fits into this transformation?
I’m exploring this from the inside — and would love to exchange ideas.
Leave a comment or let’s connect.
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