Admit it — you've spent hours agonising over your product pages. The photography, the layout, the microcopy on the "Add to Basket" button. But you've probably never really stopped to consider what happens when a shopper stops searching and starts asking — when instead of typing a query into Google and scanning ten blue links, they ask ChatGPT or an AI Overview "which of these is best for me?" and simply get told. In that world, you don't win by ranking. You win by being the source the AI trusts enough to cite. And whether a machine can confidently repeat facts about your product — or quietly makes them up instead — comes down to whether that product's data is structured, consistent and machine-readable. Behind every rich result and every AI-generated recommendation sits structured data. And behind good structured data sits a product model built for the job rather than bolted on afterwards.

In this talk we'll arm you with:

- Why structured data is now table stakes, not a nice-to-have
- A reason to treat your PIM as the single source of truth and some of the fun things this means for you
- A practical, repeatable way to ship this in Umbraco
- A clear-eyed view of the shift from SEO to GEO and what even is AEO?