Rethinking Search: Highlights from Dave Wright’s K5 Keynote
Curious about the future of shopping online? At this year’s K5: Future of Retail Conference, our CEO and Co-Founder, Dave Wright, took to the stage to explore how AI is reshaping the way people discover and choose products. In his keynote, Dave broke down why the traditional rules of search no longer apply and what brands need to know to keep up in an AI-driven world.
You can catch the full recording of Dave’s talk below but we’ve picked out five key highlights from his session. These are practical insights you can use right now to start thinking differently about how shoppers find your brand.
How shoppers search is changing
People are not just turning to search engines anymore. Increasingly, they're asking AI chatbots and digital assistants for advice before making big purchases, particularly younger shoppers. Brands that want to stay top of mind need to show up everywhere shoppers are looking for answers.
From SEO to standing out in a world of AI answers
SEO is not dead, but AI is rewriting the playbook. With generative AI powering so many search experiences, it’s no longer enough to rank on page one; you want your products to be referenced and recommended in AI-powered conversations. Make your content clear, structured, and genuinely helpful so LLMs know exactly what you offer.
More transparency, less spin
AI platforms surface real user reviews, both good and bad. Your product’s strengths and weaknesses are front and centre for shoppers to see, putting the spotlight on quality and customer satisfaction. Happy customers will speak for you, while shortcomings are hard to hide.
Data drives growth
Understand your brand’s position with real data instead of assumptions. Pattern’s GEO Scorecard lets you track your reach, ranking, and reputation across AI-driven platforms, highlighting what consumers love and what needs improvement. Use these insights to stay ahead of the competition and keep improving.
Keep it current, keep it clear
AI tools, as well as your customers, love content that is up to date and answers real questions. Build out detailed FAQs and product information that is easy to trust. When your information is accurate and user-friendly, you increase your chances of being recommended organically, with no advertising spend required.
Watch Dave’s full keynote talk below.
