How AI Is Changing the Customer Journey in 2026 (James Dooley Interviews Szymon Slowik)
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What Does “How AI Is Changing the Customer Journey in 2026 (James Dooley Interviews Szymon Slowik)” Talk About?
This episode of the James Dooley Podcast features a conversation between James Dooley and SEO specialist Szymon Słowik about how artificial intelligence is fundamentally reshaping the customer journey in 2026. The discussion examines why click volumes are declining across ecommerce sites while conversion rates and sales remain strong or even improve. Szymon explains that AI tools like ChatGPT have changed how users search, moving from short category keywords to detailed, conversational questions that result in users landing directly on product pages rather than category pages.
The episode dives into practical ecommerce SEO strategy, exploring why product pages have become the new battleground and how generative AI makes it possible to create high-quality, intent-aligned product content at scale for the first time. Szymon and James also discuss the danger of focusing on vanity metrics like click counts, arguing instead that qualified, high-intent traffic arriving at the decision stage is far more commercially valuable. The conversation closes with actionable advice for ecommerce owners heading into 2026, including the importance of brand reputation within large language models and targeting middle and bottom of funnel opportunities.
“Users arrive ready to buy because they already researched brands, alternatives, and quality elsewhere. Conversion rates improve because this traffic is far more qualified.”
— Szymon Słowik
Who Are the Guests on “How AI Is Changing the Customer Journey in 2026 (James Dooley Interviews Szymon Slowik)”?
James Dooley is a well-known figure in the SEO and digital marketing space, running his own portfolio of websites and agencies. He brings a practitioner's perspective to the conversation, drawing on real data from his own sites where he has observed clicks declining but conversions rising, giving him firsthand experience with the trends being discussed.
Szymon Słowik is an SEO specialist with deep expertise in ecommerce search optimisation. He focuses on how user behaviour and search intent are evolving in the age of AI, and advises businesses on shifting their strategies from traditional category-page-focused SEO toward product-level content, structured data, and middle-of-funnel targeting. His insights are grounded in analytics observations and practical implementation experience with generative AI tools.
What Are the Key Takeaways From “How AI Is Changing the Customer Journey in 2026 (James Dooley Interviews Szymon Slowik)”?
Here are the key points discussed in this episode:
- AI tools like ChatGPT have shifted user behaviour from short category keyword searches to detailed, conversational queries that lead directly to product page landings rather than category pages.
- Lower click volumes do not necessarily mean lower revenue, as traffic arriving in 2026 is more educated, higher intent, and arrives at the decision stage of the buying journey.
- Product pages have become the most important focus for ecommerce SEO, and generative AI now makes it economically viable to produce high-quality, intent-aligned product content at scale.
- Structured data and clean product feeds are increasingly critical because AI and machine-based systems consume information differently than human browsers and need easily accessible, well-organised data.
- Ecommerce businesses should stop chasing top-of-funnel traffic volume and instead focus on middle and bottom of funnel strategies, answering real customer questions about comparisons, alternatives, and use cases.
“Stop obsessing over top of funnel traffic. Shift focus to middle and bottom of funnel. Don't chase huge keyword volumes. Focus on answering real customer questions about products, comparisons, alternatives, and use cases.”
— Szymon Słowik
Is “How AI Is Changing the Customer Journey in 2026 (James Dooley Interviews Szymon Slowik)” Worth Listening To?
This episode is worth listening to because it cuts through one of the most confusing narratives in digital marketing right now: that falling clicks mean SEO is dying. James and Szymon make a compelling, data-grounded case that the opposite can be true, and they explain exactly why through the lens of changing user behaviour, AI-assisted research, and funnel dynamics. The conversation is refreshingly practical rather than theoretical, with both speakers drawing on real observations from actual ecommerce sites.
What makes this episode particularly valuable is the concrete strategic guidance it offers. Rather than vague predictions about AI, Szymon gives specific direction on where to invest SEO effort in 2026, from rewriting product descriptions at scale using generative AI to prioritising structured data for machine consumption and building brand reputation inside large language models. Anyone managing or advising ecommerce businesses will come away with a clearer framework for how to adapt their strategy to a search landscape that has fundamentally changed.
Who Should Listen to “How AI Is Changing the Customer Journey in 2026 (James Dooley Interviews Szymon Slowik)”?
This episode is ideal for:
- Ecommerce business owners who are confused by declining organic traffic but stable or improving sales figures
- SEO professionals and consultants looking to update their strategy and client reporting frameworks for the AI era
- Digital marketing managers responsible for ecommerce performance who need to justify shifting budget and focus away from top-of-funnel keyword volume
- Entrepreneurs and founders building or scaling online stores who want to understand how AI tools like ChatGPT are influencing their potential customers before they ever reach a website
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What Are Listeners Saying About This Episode?
“This episode finally gave me the language to explain to my clients why their clicks are down but revenue is holding steady. Szymon's point about users arriving already having researched brands and alternatives elsewhere completely reframed how I think about analytics reporting. Genuinely one of the most useful SEO conversations I've heard this year.”
“The section on product pages versus category pages was eye-opening. I've been pouring budget into category-level content for years and this episode made me rethink the whole approach. The idea that generative AI now makes intent-aligned product content scalable is something I'm taking straight back to my team.”
“Really appreciated how practical this was. James and Szymon didn't just talk about AI in abstract terms, they got into structured data, product feeds, and middle-of-funnel strategy. The reminder to stop chasing vanity metrics and focus on qualified intent was exactly what I needed to hear heading into planning season.”
James Dooley: Hi, today I’m joined by Szymon Słowik, and we’re talking about how the customer journey is changing in the AI era. Szymon, can you explain what you’re seeing and how this is shifting for businesses? Szymon Słowik: It’s changing very fast and very fundamentally. Traditional search is still dominant and Google remains the biggest traffic source, but user behaviour inside Google has changed. On top of that, people now use AI tools like ChatGPT and other large language model interfaces. Instead of typing short category keywords, users ask detailed questions. For example, they ask what running shoes they should buy, where they will run, how often, their experience level, preferences, delivery options, and returns. The journey ends directly on product recommendations, not category pages. Analytics already shows this. Users land on product pages far more often, which means the entire customer journey has shifted. James Dooley: That makes sense. Click volume might be lower, but sales can remain stable or even increase. From an ecommerce perspective, what changes are you making on sites? Are product pages now the main focus? Szymon Słowik: Category pages are still important for structure and semantics, but product pages were neglected for years because rewriting product descriptions at scale was too expensive. Now, with generative AI used correctly, we can create high quality, intent aligned product content at scale. Freshness, specificity, and intent alignment on product pages matter far more today. Product feeds and structured data are just as important, because machines consume information differently. They want clean, structured, easy to access data. So SEO focus is shifting from categories to products, and this is the biggest change right now. James Dooley: I see a big divide in the SEO industry. Some say SEO is dead because clicks are down. On many of my sites, clicks are down, but conversions are up. Traffic is more educated and further down the funnel. Are you seeing the same pattern? Szymon Słowik: Yes. Many people still focus on vanity metrics like clicks, because clients expect them in reports. But demand hasn’t disappeared. Google and AI tools now handle more of the early research stages, so we don’t see those interactions in analytics. What we do see is fewer clicks, but much higher intent. Users arrive ready to buy because they already researched brands, alternatives, and quality elsewhere. Conversion rates improve because this traffic is far more qualified. James Dooley: That’s exactly what I’m seeing. With AI reshaping the journey, what advice would you give ecommerce owners heading into 2026? Szymon Słowik: Stop obsessing over top of funnel traffic. Shift focus to middle and bottom of funnel. Don’t chase huge keyword volumes. Focus on answering real customer questions about products, comparisons, alternatives, and use cases. Let competitors educate the market. Enter the journey at the decision stage. That’s where AI sends users when they are ready to buy. Brand reputation inside large language models is also becoming critical. James Dooley: That’s a great takeaway. The customer journey is very different now. Clicks may be fewer, but they are worth far more. Thanks for sharing your insights, Szymon. It’s been a pleasure. Szymon Słowik: Thank you. It was great to join.
Creators & Guests
Host
James Dooley is a UK entrepreneur.