I asked ChatGPT how these shopping results were selected.

It explained that it pulls real-time information via web search tools and, in many cases, includes ads, product recommendations, or widgets. But the line that leapt off the screen was the “why” behind the recommendations:

“The sites providing travel ID guidance also had travel product listings on the page.”

In other words, what’s old is new again: content is still king. But not just any content—killer content that’s well-formatted, useful to the audience (not just your brand), and structured in a way that can be easily found and surfaced by ChatGPT.

Of course, the product is still new. The Verge already reported issues with pre-orders and high-demand items like the Switch 2. But the bigger takeaway is this: if AI platforms are going to be the place consumers turn to for answers instead of search engines, marketers must learn how to be the answer.

And that starts with understanding one thing: schemas.

Marketers who want their content discovered in AI platforms like Google’s SGE, Bing Copilot, and ChatGPT need to understand one thing: schemas are the nutrition labels of the internet.

In the same way that you use nutritional labels to know what food to buy, watching for salt, sugar, or protein. Schemas tell the AI what’s inside your content what kind of page it is, who wrote it, what it’s about, and how it connects to the rest of the web.

Here’s a quick primer you can hand to a dev or drop into a strategy session.