bol.com introduced a new AI shopper assistant called Shop assistant on July 15, 2026. The tool helps customers on the platform find the right products by answering questions and providing recommendations.
To do this, the assistant draws on product descriptions and brand content that sellers and vendors have added to their listings. Anyone who maintains meaningful, complete content gains a clear advantage in the AI-powered shopping experience.
What do retailers need to consider?
How the Shop assistant works: The AI assistant analyzes customer requests in natural language and matches them with the available product data. It pulls directly from the product title, descriptions, and brand content in the listing. Products without complete or precise content are recommended less often, because the assistant does not add information that isn’t present in the listing.
Optimize listings now with a targeted approach: Since the Shop assistant depends on existing product content, retailers should expand product descriptions with specific use cases, target groups, and features. Vague statements like high quality or versatile are not helpful for the assistant. Better are specific details such as suitable for children from 3 years old or waterproof up to a depth of 30 meters.
Brand content as a ranking factor: In addition to the standard product fields, the assistant also uses brand content. Retailers with well-maintained brand profiles and A+ content benefit twice on bol.com: better visibility in the classic search results and higher relevance in the AI assistant. If you’ve neglected this content so far, you should update it before the next peak quarter.
