Long before a shopper reaches the checkout, she has often asked an AI assistant what to buy. Her question comes early and her basket comes much later, and most brands cannot see the link between the two. In this fast, unscripted live podcast, Ian Jindal is joined by Jason Forbes of XEO360, who tracks what AI platforms recommend and which sources they trust, and Stephen Edwards of Tesco Media, who brings Clubcard behaviour and research into how shoppers really discover products. Together they look at why a retailer’s product page has become a key source for AI answers, how conflicting product claims across the web can cost a brand the recommendation, and what becomes possible when AI query data meets purchase data. You will leave with a clearer view of where discovery now happens, a practical test for how consistent your own product information is, and one question to take back to your team: who owns your product truth?