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I made up a deodorant brand that does not exist.

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And three weeks later, Chat GBT was recommending it to strangers.

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I spent $11 on a domain. It took me one hour of work.

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I didn't do any weird Reddit stuff,

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no fake reviews. And here's why I did that.

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So I've written a tech newsletter for five years and since June,

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I've been mapping what I'm calling the a I shelf.

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Picture an actual shelf in a store.

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You ask Chat GBT what to buy

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and there's a short list of brands it reaches for.

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That's this shelf. That's the AI shelf.

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I run almost 9,000 queries at it.

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No one can see the shelf. It's go pay.

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But it sits in front of $6 trillion worth of global e commerce,

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if not north of that. So I wanted to know,

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can you get on the shelf? And you can.

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So by day 21, I got my first hit.

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By day 30,

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chat GBT with browsing on named Maroon and directly underneath it,

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this very real brand. One of them exists,

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one of them definitely does not.

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Now it only moved to my 15 queries.

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Native still fully owns the category.

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I just found one little dusty shelf in the back of the store

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that was still open. Long tail is where the opportunity is.

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No surprise there. But beyond that,

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it reveal something about my relationship to shopping in AI

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that I think is going to have a huge Impact.

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So you put something into Google and you get a list of links,

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you have some media literacies,

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you get to decide who to trust

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what AI did with Maroon is it handed the copy that I wrote back to me

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in its own voice and that voice made it sound vetted,

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it made it sound like it had some authority

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but of course it doesn't and that's before agents own the whole loop

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from recommendation to purchase.

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So pretty soon

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I'm gonna be telling my agent to keep my cabinet stocked.

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So it's gonna pick, it's gonna pay

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trillions of dollars are gonna be moving through this door

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that currently no one can audit.

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It's very high stakes. Almost no one's watching it.

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I am, I test every month.

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So follow on.

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The craziest part about this is that it's already happening.

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So when you're looking for products,

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when you're looking for services,

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make sure that you're actually reading and looking into the companies

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because it could be fake, it could be all AI crazy.