7th Exportar Online Conference | The importance of being found in the age of artificial intelligence
The way consumers search for, discover and choose products is changing, and companies seeking to expand into international markets must keep pace with this transformation. As the use of generative artificial intelligence tools such as ChatGPT and Copilot continues to grow, traditional search engines are losing their exclusive role in product and brand discovery. It is no longer enough for a company to ensure that it appears in search results: its products and brand increasingly need to be identified and recommended by these tools. This was one of the key challenges discussed at the 7th Exportar Online Conference, organised by AICEP on 3 November at the Museu do Oriente in Lisbon, under the theme “Missão Exportar Online: De Portugal para o Mundo” (Export Online Mission: From Portugal to the World).
The 7th Exportar Online Conference brought together companies, experts and representatives of digital platforms to examine e-commerce trends and the challenges of internationalisation through digital channels. Brand visibility in the age of AI, the evolution of search engines, social commerce and global live shopping were among the topics discussed at the event, attended by around 200 people, which also sought to identify opportunities for Portuguese companies to grow through e-commerce. In the opening session, Paulo Rios de Oliveira, a member of AICEP’s Board of Directors, highlighted the need for companies to keep pace with the speed of digital transformation.
“Although Portuguese organisations already recognise the importance of e-commerce, the pace of change requires a constant capacity to adapt,” said Paulo Rios de Oliveira, pointing out that consumers are increasingly turning to artificial intelligence instead of traditional search engines. For companies, he added, the challenge is no longer simply to appear in search results, but to become the answer consumers choose.
For the AICEP board member, this shift represents “an extraordinary opportunity for Portuguese companies”, but also a challenge, as capturing consumers’ attention and turning it into business has never been more important.
Paulo Rios de Oliveira also stressed that many technologies once reserved for large companies are now within reach of an increasingly broad range of organisations, which have gained access to tools and digital skills that were previously beyond their reach. In this context, he reaffirmed AICEP’s commitment to continuing to support companies through the Exportar Online Programme, helping them reach more markets and increase sales through digital channels.
The conference continued with a video message from João Rui Ferreira, Secretary of State for the Economy, who called for the sharing of experiences and greater recognition of successful Portuguese businesses. “Portugal now enjoys a very positive image around the world, and we must capitalise on this through practical examples of successful internationalisation”.
