By Shane O’Neill, CMO
You may not know what Perplexity.ai is, and you probably haven’t used ChatGPT to plan your next vacation. But I guarantee you—your next engagement ring customer has.
If you're targeting consumers in their 20s and early 30s, it's time to pay close attention to how they're researching major life purchases—especially engagement rings. Because they’re not just “Googling” anymore.
They’re prompting.
AI Is the New Concierge for Younger Shoppers
Let’s cut to it: nearly half of all U.S. adults under 30 are using ChatGPT, and platforms like Perplexity.ai are surging with users under 35. These are your bridal shoppers. Your proposal planners. The people who used to type “best diamond ring for $5,000” into Google and click the top three links.
That’s starting to change.
Today’s consumers are asking AI:
- “What’s better: lab-grown or natural for an engagement ring?”
- “Which jewelers near me have the best reviews?”
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“Give me creative proposal ideas on a budget.”
They’re getting synthesized, personalized answers—instantly. No search ads. No SEO-optimized blogs. No rabbit holes. Just clean, direct advice.
This Isn’t the Future—It’s Already Started to Happen
If you're thinking this is just another trend, think again. This shift is already impacting Google.
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Search volume is down in certain product categories, especially those with high-research purchases.
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Clicks on traditional search ads are declining as Google's AI-powered “Search Generative Experience” (SGE) starts to take over results pages.
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And perhaps most importantly, AI answers don’t always cite you—or send traffic to your site at all.
That’s a problem if your digital strategy still relies on keyword rankings and PPC alone.
What This Means for Jewelry Retailers
If you’re in the bridal game—and let’s face it, most of you are—here’s how this shift could impact you, so start planning:
1. Less Control Over the Discovery Process
With AI, users don’t scroll through options. They get one or two distilled answers. If you're not part of the data those models train on, you’re invisible. Simple as that.
2. Traditional Google Ads Could Take a Hit
Fewer non-brand searches = fewer ad impressions. If users ask ChatGPT, “Where should I buy an engagement ring in Columbus?”—Google might never enter the equation. That could drive up cost-per-click (CPC) for what’s left.
3. Content Must Work Harder—and Smarter
AI tools pull from trusted, well-structured, and frequently cited sources. If your content isn’t crystal clear, well-organized, and valuable, it’s not going to show up. Period.
So… What Should You Be Doing About It?
Glad you asked. Here’s your action plan:
Create Content Built for AI
Think FAQs, comparison guides, and natural language. Answer real questions. Be specific. The goal? Make it easy for AI to pull your content when forming answers.
Diversify Your Digital Spend
You’ve heard us say it before: Don’t put all your eggs in the one basket. You must have a good marketing mix. If AI is eating search volume, that money should start moving to social, YouTube, retargeting, and even some traditional opportunities.
Get Ready for the Google SGE Shift
It’s rolling out. It’s happening. Your search ads and organic listings will look different in the next 6–12 months. Keep tabs on your analytics and start testing ad formats that align with the new experience.
Bottom Line: AI Isn’t Replacing Google—It’s Replacing How We Use It
The engagement ring journey isn’t linear anymore. It’s not search → click → read → buy. It’s “Ask a question. Get an answer. Make a decision.”
The jewelers who adapt to that reality will earn the trust—and dollars—of a new generation of buyers. The rest? Well, they’ll keep writing blog posts that no one reads.
Still think AI doesn’t matter to your marketing? I’ll let Perplexity answer that for you.
Looking to take your marketing to the next level? Contact us.
