Episode 5: Is Search Starting to Break? AI, LLMs, and the Future of Ecommerce Discovery with Jordan Brannon

In this episode,  Andra Muntean speaks with Jordan Brannon, President and Co-Founder of Coalition Technologies, about how AI and LLMs are changing the way shoppers discover products online. Jordan explains why traditional search isn’t disappearing, but it is becoming more fragmented, less predictable, and harder to measure.

The conversation covers what ecommerce brands need to know about AI-driven discovery, from reputation management and structured product data to site search, video, UGC, and the growing importance of showing up in mid-funnel prompt responses. Jordan also shares practical advice for marketing teams: keep your product data accurate and up to date, invest in authentic customer content, avoid overreacting to AI hype, and stay ready to pivot as the LLM search landscape evolves.

Brands can get a free SEO and AI visibility audit from Coalition at https://coalitiontechnologies.com/contact

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