Retailers are marketing products through artificial intelligence platforms while aiming to bring transactions and data back to their own platforms, Reuters reported Friday (Aug. 7). Ulta Beauty is incorporating shopping carts and its loyalty program into Google’s Gemini because customers find its products there, but prefers customers complete transactions on its own website, said Josh Friedman, head of digital and eCommerce at Ulta Beauty. “Whether it’s Google search, affiliate marketing [or] Facebook, there’s always a tax for engaging customers on other people’s platforms,” Friedman said. Amazon Web Services (AWS) encourages retail clients to market products on AI platforms while ensuring shoppers buy on their own websites, according to the report. “When a shopper completes a purchase on a brand’s own site […] the retailer maintains a direct relationship with that customer,” said Vince Koh, global head of digital commerce at AWS. The Knot is optimizing its website so its wedding services vendors appear in ChatGPT results, but encourages customers to transact on its own website because “we have three decades of data to help” them coordinate weddings, said CEO Raina Moskowitz. Etsy found that users who find products through ChatGPT tend to complete purchases on Etsy’s website, said Rafe Colburn, chief product and technology officer. The PYMNTS Intelligence report “The 50 Million Consumer Migration: The Data Behind Retail’s Shift Toward AI Discovery” found that 49.6 million adults in the United States