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AI is becoming the new shop window. A Censuswide survey of 2,000 North American consumers, commissioned by Lightspeed Commerce, found that 56% already use AI to help them shop. But AI favours the big players: in head-to-head comparisons, it chose national chains over smaller competitors up to 94% of the time, and the closer shoppers got to purchase, the stronger that bias became. For independent retailers, that means losing sales before customers ever see them.
Lightspeed wanted to do more than claim support for small business in a crowded market. It set out to prove it through action, and to take a credible stand on how AI is reshaping retail competition.
The campaign didn't need to attack AI. It needed to teach people a new behavior. That became the genesis for Prompt Local: a public-awareness movement asking consumers to add "independent" or "locally owned" to their AI shopping prompts. The team took over a storefront in New York’s East Village to bring the data to life. Inside, we built three live scenarios inspired by Lightspeed’s most popular local customers in the area: a cyclist looking for a nearby bike shop, a musician finding a supplier around the corner, and a mom searching for toys close to home. Actors played each shopper, prompting AI tools to find what they needed in moments any shopper could relate to.The activation stopped New Yorkers in their tracks. Brand ambassadors used the moment to start conversations, asking passersby whether they use AI to shop and whether it has changed how they think about where they spend. To keep the conversation going beyond the storefront, the team handed out “prompt local” stickers and caps, spreading the message organically across the city. As part of the activation, we developed a variety of custom materials for Lightspeed Commerce’s social and owned challenges, campaign specific landing page, video recap optimized for web and social and additional customer case study content. We also engaged two types of influencers to get the word out to our B2B and B2C audiences. A well-known LinkedIn retail expert adapted our data into posts, podcast content and newsletters timed to launch. At the pop-up, local New York creators produced content that drove foot traffic and encouraged followers to prompt and shop local, while branded stickers and caps spread the message across the city and beyond.
The campaign triggered a national conversation that reached far beyond traditional B2B tech media. It captured the attention of tier-one business and broadcast coverage, resulting in a major feature on Bloomberg TV, featured byline in Fortune, local radio broadcast connecting for a live, onsite interview and widespread retailer trade coverage.With our digital and influencer content, we reached both consumers and B2B retailers, developing specific content that encouraged each audience to take action. Spanning over 61,233 impressions at launch over multiple channels, the impact of this conversation is only just beginning.
