For years, digital visibility was mainly about being found. Now it is also about being understood by AI.
When AI Becomes the Diamond Industry Gatekeeper
The magazine’s special feature looks at how consumers are turning to AI for information on diamonds, and what it takes for the industry to be represented accurately. Rachel Sahar, Founder of INSIDER, was invited to share why the industry needs clear, consistent information at the source.
Eight answers on how AI reads the diamond industry.
Rachel Sahar’s quotes from the feature, in full, as published.
“For years, Google gave consumers a list of links, and left them to compare the results. Today, they can ask AI which ring to buy, what to look for, and where to buy it, and receive one reasoned answer. To me, that changes where the decision begins. For years, digital visibility was mainly about being found. Now it is also about being understood by AI.”
“A brand or jeweller that answers real customer questions, explains clearly what it offers, and provides information that can be understood and verified gives AI much more to work with. A business that relies mainly on beautiful images and broad marketing language may be much harder for the system to understand, even if what it offers is excellent.”
“For me, the first step is to get the information right at the source. AI does not think the way we do. When the information we provide is incomplete or inconsistent, it does not simply leave a blank. It connects the pieces, fills in the gaps, and creates its own understanding of who we are. That understanding may be inaccurate, and it may not serve us.”
“In our industry, that matters a great deal because the differences are significant. Natural versus laboratory-grown, provenance, grading, certificates, and value all shape how a diamond, or piece of jewellery, is understood, and the customer deserves to know exactly what they are buying.”
“It is not enough to describe a diamond as ‘rare’ or ‘exceptional’. If there is a real reason for its value, explain it: what makes the stone distinctive, which certificate exists, what is known about its provenance, and what differentiates it from another option.”
“Our industry has already shown how important a shared language can be. Before the 4Cs and the GIA grading system, the market used different, and often inconsistent, terms to describe diamond quality. Creating a common standard turned Colour, Clarity, Cut, and Carat into a language that could be understood and compared worldwide. I think that is an important lesson for the AI era.”
“The clearer and more consistent our definitions around natural, laboratory-grown, provenance, grading, and value become across brands, institutions, and industry media, the stronger the foundation AI systems have to understand the distinctions that our industry itself considers important.”
“The next stage is already taking shape: a buyer’s agent interacting directly with sellers’ systems. A customer could ask for a natural oval diamond, a grading report from a recognized laboratory, a set budget, and an appointment before the weekend. The system will look for who can answer clearly, consistently and quickly.”
As it appeared in print
For me, the first step is to get the information right at the source.
The clearer and more consistent our definitions… the stronger the foundation AI systems have.
The conversation between AI and the diamond and jewelry industry is just beginning.
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