With the industrial revolution long since in the rear-view mirror, consumers stand at the precipice of a new revolution—artificial intelligence (AI).
That’s according to Kyle Drenon, co-owner and CEO of Supper Co., presenting on AI and the Future of Digital Connection With Your Guests in the general session on Feb. 26 at Convenience Retailing University (CRU) in Nashville, Tennessee. Supper Co. is a Springfield, Missouri-based ad agency.
“AI can revolutionize guest communication, ensuring that businesses stay ahead of the curve,” Drenon told the ballroom full of c-store retailers and suppliers. “With proper permissions, businesses can have real-time conversations with their data, asking AI for instant insights rather than sifting through spreadsheets.”
When it comes to search, Drenon told the audience how businesses, including the c-store channel must adjust their strategies.
AI Opportunity
“Generative AI platforms like ChatGPT, Google Gemini and Perplexity AI are transforming how people access information,” he said.
Drenon explained that traditional search engine optimization (SEO) relied on ranking in Google’s blue link results but now, AI-generated responses are dominating the top of search results.
Businesses must adapt by ensuring their content is AI-friendly and the term for this shift is Search Generative Experience (SGE), he said.
Drennon gave the example of a convenience store asking an AI tool, like ChatGPT, for the last four years of sales data into the system and tailored it for a category manager of a convenience store. AI was able to provide this information in seconds, he said.
“AI is creating a value-based metric,” Drenon said.
Power of Perplexity
When it comes to Perplexity, San Francisco, Drenon said it is a search engine like Google but does much more. Perplexity summarizes searches whereas Google provides a list, Drenon said.
“Perplexity is going to change the way to find the answer that you are looking for,” he said.
Another tool that Perplexity has launched is Perplexity Deep Research that delivers a comprehensive report on a topic in just five minutes, Drenon said. Google has AI Overview listed at the top for search results.
Drenon pointed out that these new AI tools are leading towards a zero-click future, which will redefine how businesses approach online visibility. Google Ads and SEO, industries worth billions, must adapt to this reality, Drenon said.
“TikTok is perfecting its AI and monetizing it,” Drenon said. “While its future in the U.S. might be uncertain right now what it represents is not.”
Drenon said it is the most powerful form of marketing right now—the short-form, vertical video format, which is all of what social media is now.
Americans spend 300 billion hours annually watching short form videos, he said.
“It is taking the place of T.V. and there is a lot of AI opportunities because we can use the data that is also on your phones,” he said.
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