We’re now in the era of AI discoverability. AI will steadily drive more traffic to product pages, which means brands must deliver accurate, conversion-ready product content, especially on their product detail page (PDP).
Global healthcare technology company Philips has developed a cutting-edge digital shelf strategy to meet this moment, using AI to optimize its PDP and make its messaging more relevant to customers.
Philips teamed up with two specialized providers: Sitation, which provides AI-powered digital transformation services and software, and Vizit, a visual AI and content effectiveness platform, to build an optimized experience designed specifically for ecommerce conversion.
This powerful collaborative approach was a highlight at Salsify’s 2026 Digital Shelf Summit (DSS). Leaders from all three companies took the stage to share the exact blueprint behind the initiative, detailing how Philips leveraged both Sitation and Vizit to harness AI, accelerate ecommerce conversions, and set a new standard for modern digital shelf execution.
Product content must now serve four different needs, according to Jehan Hamedi, founder and executive chairman of Vizit.
It must be:
Hamedi says brands that continue to focus on compliance-oriented product content will see their market share erode. Instead, they must shift to performance-driven content.
Philips has addressed this challenge head-on by using AI-powered text and visual intelligence to create higher-performing content and get closer to its customers than it ever has before.
As a global brand, Philips faced challenges making its product content regionally relevant. Content is developed centrally, but must consider factors such as different consumer motivations by geography, varying product claims and local regulations, and different shopper priorities.
These regional differences make it “super important to ensure that we have our marketing and insights embedded into the content,” says Sara de Oliveira Lima, Philip’s senior consumer experience manager, ecommerce transformation, and digital shelf strategy.
Philips worked with Vizit and Sitation to develop optimized content for the PDP. The company looked at consumer profiles specific to Amazon that it used across its media campaigns and integrated those personas into Vizit’s platform. This gave Philips insight into how images would perform on Amazon before it actually deployed new PDPs.
With Sitation, Philips did what de Oliveira Lima calls a “reverse Rufus analysis,” where it incorporated data from Amazon’s AI shopping chatbot, Rufus, and performed a competitive analysis.
“We really look at all elements of the PDP, and we identify the gaps. Where are we performing well, and if our product is positioned well,” de Oliveira Lima says.
That laid the groundwork for Philip to test its PDP optimization strategy with a single product: its baby monitors.
With its baby monitor products, Philips had historically deployed a lot of global content. However, through its work with Sitation and Visit, the company discovered several content gaps. These gaps didn’t do Philips any favors, considering it was trying to sell $350 baby monitors.
“It's important to have your content look good when you're asking for this kind of price point, and you are trying to sell a product that's an emotional product,” says Catherine Marquand, senior vice president, data and content services, and chief customer officer at Sitation.
Philips conducted an analysis to understand customer sentiment, what customers were asking in AI and search engines, and what information customers would need to click-to-cart. By looking at the data, Philips also realized it wasn’t just competing against other baby monitors in its category, but also home security systems and socks with integrated sensors that measure vitals in real time, Marquand says.
It used all these inputs to address content gaps and inform its PDP improvements.
“We really enriched it with the content that customers were missing, those keywords, answers to things like what is smart breathing technology, what is SenseIQ technology that Philip spends a lot of time creating, but just wasn't represented well in the PDP, even though we saw customers asking questions [about it],” Marquand says.
To rebuild its PDP, Philips also created a series of different product content options and different Vizit-optimized image selections. It used AI to create the new direction for the images and the accompanying text.
“We were enriching it with what customers were looking for and what kind of sentiment they needed,” Marquand says.
Philips published its new PDP on Amazon, with remarkable results — it saw a 111% conversion rate increase.
de Oliveira Lima says brands that want to use AI to improve their PDP need to make marketing and customer insights the center of their strategy. They also should consider a “test-and-learn” approach.
Philips started by testing one product on one channel (Amazon) and plans to scale its generative engine optimization (GEO) framework from there to improve its visibility in AI engines and give customers more relevant product content. In its initial test, it also focused on above-the-fold content. In the next phase of implementing its AI strategy, the company plans to focus on below-the-fold content.
“What that means is getting super clear and forcing your marketing team to sit and say, ‘Who am I selling this for?’ ‘What am I actually trying to solve?’ de Oliveira Lima says. “And that's ultimately what we did here with the PDP.”
The Philips blueprint proves that winning the digital shelf in the AI era requires a massive shift.
Today’s product content must serve four areas simultaneously: It must be structured for machines, compliant for retailers, persuasive to humans, and proven to drive ecommerce conversion.
When your imagery or data falls short in any of these quadrants, it creates an immediate roadblock in the shopper journey.
Fortunately, navigating this shift is exactly where the industry is heading. According to Julie Marobella, Salsify’s chief product officer: “We’re in a new era, the agentic era, where the tactical work, the repetitive work, the work that slows your team down, is increasingly automated. We’re continuing to invest in AI capabilities to help you accelerate even faster.”
While full Digital Shelf Summit content is reserved exclusively for attendees, you can still get a sneak peek of the strategies shared. For a limited time, Salsify is making the mainstage kickoff session available to everyone. Head over to Salsify’s 2026 DSS spotlight hub to watch the kickoff session and see how top brands are gearing up for the agentic era.