Season 4 - Episode 28: From search to agents — How ai is reshaping e-commerce
- PIMM Sthlm
- Mar 11
- 2 min read
As AI assistants become part of everyday decision-making, the way we discover products is shifting from search results to recommendations. What does that mean for brands and product pages?
Key topics
The shift from search-driven commerce to AI-assisted product discovery
When AI becomes the interface between customers and products
Why product pages need to be understandable for machines as well as humans
How product data and customer signals shape AI-driven discovery
Episode 28: From search to agents — How ai is reshaping e-commerce
– With Erik Wikander, Founder of Wilgot
This weeks episode
For years, online shopping has followed a predictable flow: search for a product, scroll through results, compare options, and then decide what to buy. But that process is beginning to change.
Instead of typing keywords into a search engine, more people are asking AI assistants for recommendations. Rather than browsing pages of results, the AI interprets a need, searches across products, compares options, and suggests what might be the best fit.
"People are no longer searching for products. They’re describing a need and letting AI find the best option.”
In this episode of Simply Briefed, Kristine Lium speaks with Erik Wikander, founder of Wilgot, about how this shift could reshape online commerce.
They explore what happens when AI becomes the interface between customers and products, and why product pages — traditionally written for humans — now need to be understandable for machines as well.
The conversation also highlights a deeper change: if AI systems focus on matching products to user needs, visibility may no longer depend primarily on advertising budgets or search rankings.
Instead, success may depend on something simpler — and more demanding:
How clearly a product communicates what problem it solves and who it is for.
🎧 Listen now on Spotify!
Host: Kristine Lium
About the guest
Name: Erik Wikander
Title: Founder of Wilgot
Background: Erik Wikander is the founder and CEO of Wilgot, a platform built for the era of AI search and agentic commerce. Wilgot helps brands optimize their product content so it can be discovered, trusted, and cited by AI assistants such as ChatGPT, Perplexity, and Google.
Before founding Wilgot in 2024, Erik spent more than a decade working at the intersection of product, marketing and growth. He served as CMO at Lendify (later acquired by Lunar), one of Europe’s leading fintech companies, where he led growth, marketing, and digital acquisition.
Following the launch of ChatGPT, Erik founded his previous company with the vision of bridging AI-driven content creation with SEO. That work led him to a deeper realization: the way people discover products and information online is fundamentally shifting, which ultimately inspired the creation of Wilgot.
His passion lies in helping companies adapt to the shift from traditional search to AI-native discovery. Erik focuses on building infrastructure that allows brands to structure, optimize, and scale their product information so it becomes visible and trusted in the new generation of AI-powered interfaces.
👉 Listen to the full episode of Simply Briefed to explore how AI agents could reshape product discovery, e-commerce strategy, and the future of online shopping.
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