8:59 ET -- Shopify's artificial intelligence shift is benefiting smaller merchants most of all, says President Harley Finkelstein. He says in an investor call that AI search has been helpful to smaller brands that form the long tail of commerce. "These are brands that also happen to make up the majority of Shopify's merchant base," Finkelstein says, that offer "specialized products built for a particular customer." These are benefiting the most from AI search, with "75% of AI-attributed orders in the second quarter coming from outside our top 100 categories in 2Q." Finkelstein says this is because while search engines rank by popularity against a handful of keywords, AI agents make "multiple calls into Shopify's catalog," working with richer data.
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