In recent years, the way users search for information on the internet has undergone a significant transformation. Although Google still accounts for around 90% of global queries, tools based on large language models (LLMs), such as ChatGPT and Gemini, are playing an increasingly important role by enabling natural-language search and generating synthetic answers. Currently, LLMs account for less than 5% of all queries, but their share is growing exponentially, and AI-generated results already appear in more than 10% of searches.
For PrestaShop store owners, this means the need to rethink their SEO strategy—content must be optimized not only for traditional keywords but also be understandable and attractive to language models, which are increasingly becoming the first point of contact between customers and a store’s offer.
Large language models, known as LLMs (Large Language Models), are advanced artificial intelligence systems capable of understanding and generating language in a way similar to humans. They are trained on vast collections of textual data, which enables them to answer questions, summarize information, create content, and analyze context across a wide range of topics. Models such as GPT-4, LLaMA, and Gemini use transformer architectures that allow them to capture complex relationships between words, phrases, and sentences, making them highly effective at understanding user intent.
The impact of LLMs on search is becoming increasingly noticeable. Traditional search engines focus mainly on matching queries to indexed pages based on keywords, links, and metadata. LLMs introduce a new dimension—they analyze the context and meaning of natural-language queries and then generate coherent, synthetic answers that often combine information from multiple sources. As a result, users no longer need to browse dozens of results to find the information they need. A language model can present it in the form of a comprehensive answer or product recommendations in e-commerce.
In practice, this means that online store content must be not only well optimized for traditional keywords but also clear and logically structured for LLMs. These models are increasingly used as an intermediary layer in search—both as virtual assistants and chatbots, as well as features that summarize search results. Currently, the share of LLMs in global search is estimated at around 5%, but their adoption is growing exponentially, and AI features are already entering traditional Google results, changing how users discover products and content online.
Traditional SEO in PrestaShop is based on optimizing meta tags, creating unique product descriptions, ensuring proper URL structure, and internal linking. These activities ensured high visibility in classic Google search results, where keyword alignment and domain authority were key.
In the era of LLMs, such as ChatGPT and Gemini, the importance of content that is readable for language models is growing. LLMs analyze query context and generate synthetic answers or product recommendations, which requires stores to create descriptions and materials that respond to users’ natural questions. Stores that combine classic SEO with AI-friendly content increase their chances of appearing in AI-generated results, which are increasingly becoming the first point of contact with a store’s offer.
Traditional SEO, based on keywords, meta descriptions, and URL structure, remains the foundation of visibility. However, LLMs analyze natural-language queries and generate synthetic answers, changing how users discover products. Therefore, store content must be prepared not only for search engines but also for AI models.
Practical actions include creating product descriptions and FAQs in the form of natural answers to customer questions, as well as optimizing content for semantic relevance and linguistic coherence. LLMs use product catalogs shared via APIs or feeds, allowing them to recommend products in generative answers. Implementing such solutions increases visibility in AI search results, which are increasingly becoming the first point of contact between customers and a store’s offer.
This means the need to integrate traditional SEO with “AI-friendly” content. In practice, it is worth using modules that support generative content creation, maintaining a consistent data structure, and regularly analyzing which content is cited or recommended by language models. These actions translate into greater reach, higher conversions, and a better user experience when interacting with generative search systems.
As artificial intelligence and large language models (LLMs) become an integral part of marketing and SEO strategies, the number of tools that facilitate their direct use in PrestaShop stores is growing. These solutions allow the automation of SEO content creation, enrichment of product descriptions, content translation, and customer support via AI chatbots—all within the store system.
The best results are achieved by combining content generation tools with chatbots and backend integrations, which improves both SEO and the customer experience in the store.