Every homepage in this category says roughly the same thing. AI-powered. Scale your ads. Built for modern brands.
You cannot evaluate any of that. Here is what actually tells you something.
Signal 1: does the vendor say who they are wrong for
A specific customer profile is a claim you can test. A vendor unwilling to disqualify anyone is optimizing for demo volume rather than fit.
Signal 2: which jobs does it actually do
Ask whether it reads your catalog, publishes to your accounts, handles the landing page, reports across channels, and where work lands back on your team.
Signal 3: is there a price on the site
Published pricing tells you how the vendor expects the relationship to work. Also ask about setup fees, contract term, and where ad spend lives.
Signal 4: does the AI create policy risk
Generated assets still need human review for accuracy, policy, and applicable disclosures. The advertiser carries the responsibility.
Signal 5: does the site look like it belongs to this industry
Look for operating knowledge about feeds, SKUs, product data, approvals, and coverage rather than generic growth language.
Signal 6: the geo question almost nobody asks
Ask whether Shopping is supported in your primary selling country, then verify it yourself.