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Future-Proofing E-Commerce for AI Search (Product Feeds, Schema, UGC & Agentic Commerce) | Dena Warren

11 snips
Mar 2, 2026
Guest
Dena Warren
Dena Warren, SEO Lead at Techquity who advises e-commerce brands on product data and AI readiness. She talks about ensuring consistent product data and rich schema, using user-generated content over manufacturer copy, and making key content visible in HTML. They cover AI-focused product feed specs, multimodal media like demo videos and 3D, and practical checks for agent-ready checkouts.
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ADVICE

Ship New Sites With Full Structured Data

  • Do launch with structured data from day one: organization, product, FAQ, offers and reviews.
  • Dena stresses original product copy rather than manufacturer text, plus visible trust signals like star ratings and returns info.
ADVICE

Keep Critical Product Content In HTML

  • Do ensure critical product content exists in the HTML view source and avoid hiding price/specs behind JS interactions.
  • Dena's quick test: view source and confirm key content is readable without client-side rendering.
INSIGHT

AI Feeds Require More Product Attributes

  • AI shopping needs richer feed attributes like fabric and sizing that Google Shopping doesn't require.
  • Dena found the OpenAI feed spec demands many extra fields, reflecting more personalised conversational queries.
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