baris yuksel

E-commerce has entered a new phase shaped by AI, and it did it really fast. Consumers are fundamentally changing how they discover brands and products, creating a new visibility challenge for e-commerce companies. While search engines have long indexed e-commerce sites, these sites are not always fully understood by AI tools. To address this, Generative Engine Optimization (GEO) is emerging as a vital strategy. The core challenge lies in whether AI tools can reliably interpret product, brand, and trust-related information. Therefore, ensuring this data is well-structured has become essential.
This session focuses on the solutions to these challenges within e-commerce companies and explores how Schema (JSON-LD) can help. Although product pages may be live, data flows active, and websites technically crawlable, visibility within AI tools often remains limited. This is usually the result of difficulties in parsing a webpage, and extracting information from it. One primary cause is the lack of alignment between product details, data feeds, and on-page content. Furthermore, critical trust signals such as stock status, return policies, and shipping information are frequently inconsistent or missing.
These issues underscore the need to treat Schema as a foundational infrastructure. It is essential to organize structured data (JSON-LD), merchant feeds, and content architecture around a consistent "product reality." The signals provided by this Schema infrastructure are designed to enhance visibility within AI tools. Ultimately, implementing schema provides a robust interpretation framework for both traditional search engines and AI models like ChatGPT and Gemini. Companies that leverage Schema benefit from faster crawling, increased credibility, and better indexing by AI, giving them a distinct competitive edge.

Baris Yuksel is the founder and CEO of SchemaPlus Inc, a leading-edge e-commerce data technology and AI company dedicated to building scalable e-commerce data pipelines for AI visibility. As a prolific inventor with 14 patents in data technologies, he has spent his career architecting the tools that power the modern web. He has a computer science degree from MIT.

Baris spent over a decade at the center of innovation in Silicon Valley and New York City within several of the world's most influential high-tech companies holding key roles at Google and Microsoft. During his 8-year tenure at Google, he led teams at Google Translate, Google Ideas, Google Maps and Google Search. He worked directly alongside Craig Nevill-Manning, founder of Google New York office, contributing to high-stakes projects that utilized the latest techniques in Artificial Intelligence, Machine Learning (including Deep Learning approaches like Google Brain) and Natural Language Understanding, impacting numerous products across Google. At Microsoft, he worked on the early versions of Bing Search Engine directly working with Rohit Wad (current CTO of Binance).

When he isn’t building technology, Baris shares his expertise as a part-time lecturer of Artificial Intelligence at Artificial Intelligence Engineering Depart at Bahcesehir University. By bridging the gap between the classroom and the boardroom, he provides a rare, grounded perspective on how AI is realistically reshaping the e-commerce landscape.

Baris has a passion for architecture as a hobby, and he is the recipient of 2014 Stewardson Keefe LeBrun Award from the American Institute of Architecture in New York.