While attending Shoptalk in Las Vegas last week, Total Retail Editor-in-Chief Joe Keenan spoke with Jennifer Peters, director of DTC, martech and digital compliance at leading vitamins and supplements wellness brand OLLY, and Evan Wells, senior solutions consultant at experience intelligence platform Contentsquare. They explore the 600 percent increase in artificial intelligence-driven search volume and how it’s fundamentally changing consumer behavior, as well as how direct-to-consumer has evolved into more of a discovery channel for OLLY.

The discussion covers the compression of the customer journey, moving shoppers from AI platforms directly to product pages rather than homepages, and how brands can adapt their digital strategies to stay visible in an increasingly agentic search world. Peters and Wells also share how Contentsquare is enabling meaningful gains for OLLY by simplifying the digital experience and focusing on discoverability.