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AI assistants are no longer a futuristic experiment; they are a functioning acquisition channel,’ says Neha Kulwal of Admitad
As artificial intelligence transforms global commerce, Indian businesses are rapidly embracing a new sales channel: AI chat assistants. Tools like ChatGPT, Gemini, and Perplexity are no longer just support bots—they’re now driving product discovery, influencing high-intent purchases, and reshaping both consumer and B2B buying journeys.
This year, OpenAI introduced a shopping feature in ChatGPT, allowing users to explore, compare, and initiate purchases right within the chat interface. While final transactions occur on the seller’s website, AI chat assistants now serve as intermediaries—offering personalized product recommendations based on user preferences, context, and live reviews.
Though some still consider AI chatbots as futuristic novelties, Indian companies leveraging these platforms are reporting tangible results. At Admitad, an international partner marketing network, client acquisition via AI-based chats has grown from zero to measurable volumes in under a year. In fact, 5–10% of new client inquiries across various Admitad businesses now come via AI chat interactions, with the share increasing month-on-month.
Neha Kulwal, Managing Director, APAC, Admitad said, “AI assistants are no longer a futuristic experiment; they are a functioning acquisition channel. We started seeing the first leads through AI chats six months ago. Now, in various Admitad businesses, between 5% and 10% of new customer applications come through these channels—and this number is growing every month.”
With over 800 million weekly active users, ChatGPT is changing how consumers interact with products. OpenAI notes that search queries on ChatGPT have surpassed 1 billion per week, showing a shift in product discovery behavior. Categories like electronics, fashion, home appliances, and digital services dominate current interest.
While B2C brands currently lead in adoption, B2B players are not far behind. A recent Forrester study reveals that over 90% of B2B decision-makers now use AI chat assistants to evaluate services, compare vendors, and assess partnerships—creating an opportunity for Indian SaaS, fintech, and enterprise tech providers.
The shift is also driven by consumer behavior. According to Redseer, 22% of Gen Z consumers in India have already used AI chat tools to compare pricing, promotions, and product options—often treating them as personalized shopping companions.
A query like “Best budget smartphones under ₹20,000 in 2025” now yields curated product lists, ratings, and shopping links—all in-chat. Even if users don’t click through immediately, brand mentions serve as digital billboards, embedding purchase intent during early consideration stages.
Neha Kulwal, Managing Director, APAC, Admitad added, “From a marketing perspective, AI chat assistants offer the ideal mix of intent, personalization, and context. Brands that want to remain competitive must now optimize for AI discoverability, just as they did for SEO and paid search.”
Prospects: Rapid Growth from a Low Base
The number of transitions, applications, and orders from AI assistants is growing monthly within the Admitad ecosystem—not just in India, but globally. Some Russian businesses are also seeing this trend. For now, AI contributes only 1–2% of overall commercial traffic, but projections suggest this could surge to 80% within 2–3 years.
AI assistant creators are aware of the commercial potential and are expanding integrations. The key differentiator? AI platforms do not rely on ads—only organic and trusted sources are considered. This gives Indian brands a more merit-based playing field.
How Indian Businesses Can Win in AI Chat Discoverability
1. Strong SEO Across Engines (Especially Bing)
Google’s Gemini competes directly with ChatGPT, which in turn draws from Bing. Indian marketers may overlook Bing, but ChatGPT uses it extensively for data input. Without strong SEO—especially on Bing—visibility in AI-generated results may remain low.
This is where Indian companies can benefit from “parasitic” and “distributed” SEO techniques:
- Parasitic SEO: Publishing on high-authority third-party platforms like Wikipedia, forums, or media portals.
- Distributed SEO: Creating and controlling networks of landing pages, satellite sites, and content hubs with interlinked SEO strategies.
2. Consistent Mentions on Neutral Content Platforms
AI assistants favor organic, neutral mentions—media articles, Reddit threads, review platforms, and influencer content—not banner ads or paid search. For Indian brands, building a strong PR presence around targeted keywords on these platforms increases discoverability.
3. Useful, Query-Aligned Content
AI queries are natural and detailed. Instead of “Buy washing machine,” users now type, “Suggest a 7kg washing machine under ₹30,000 for hard water areas.” Indian businesses must match this by publishing detailed content, FAQs, comparison guides, and contextual product descriptions.
Don’t stop at blogs—include images, videos, podcasts, and even audio tutorials. AI tools read and extract context from all media formats.
4. Aim to Be in Top Selections
AI assistants love curated lists—”Top 10 ACs under ₹40,000,” or “Best finance apps for freelancers in India.” Brands that secure a place in these lists on trusted platforms have a higher likelihood of being recommended in chats.
5. Understand Customer Logic in AI Tools
Testing how AI bots respond to customer queries in your category is crucial. Perplexity is currently the most transparent, showing which sources and keywords it uses. Indian marketers should simulate real buyer journeys through different chatbots and analyze the logic used to surface products.
Unlike traditional search, AI chats offer richer user signals, context-aware conversations, and first-party attribution without cookies—opening up deeper personalization and intent targeting.
6. Leverage Expert Scripts and Chat Plugins
Soon, niche AI plugins—like personal stylists, fitness advisors, or interior designers—will become enablers in eCommerce conversations. Indian brands can develop or integrate with such expert modules to insert their products natively into guided user flows.
India’s Role in the AI-Commerce Revolution
Admitad is working with both Indian and global brands to help them become more discoverable in AI chat environments—using affiliate-driven integrations, content partnerships, and performance campaigns across AI ecosystems.
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