Edible Brands navigates AI traffic, strategy in part by replatforming

Less than 10% of web traffic to Edible Brands’ websites comes from artificial intelligence (AI) platforms, according to Erica Randerson, chief digital officer of Edible Brands. Randerson told Digital Commerce 360 that Edible is looking at how its customers are finding the retailer. It’s also looking at how it shows up in more of these agentic AI platforms.

That helps Edible “to ensure that omnichannel doesn’t just stop in the historical definition of the word,” she said. “What we’ve noticed is, while the traffic we’re getting from a ChatGPT or a Claude or Perplexity may still be a small percentage, it is growing at an exponential rate,” Randerson told Digital Commerce 360. “And it’s only going to continue.

So we’re really always looking for ways where we can tap into AI.” She remembers being at a conference in early 2025 and talking about agentic AI. “The room was just trying to figure out: What does that mean?” she recalled. “We all were thrown this new buzzword and what are we even dealing with, much less how are we optimizing for it?”

Now, Edible is making “significant investments” in its technology and data infrastructure. Randerson said there are enough signals that Edible must prepare for agentic AI’s further involvement in ecommerce. Edible Brands is No. 182 in the Top 2000 Database. That database ranks North America’s largest online retailers by their annual ecommerce sales.

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