How Provenance Proof Points are meaningfully improving brand visibility and product citation rate in AI search for Faith in Nature.
10% increase in how often AI recommends their products
6% boost in brand visibility on LLMs
Winning in the AI shopping era with trusted, structured product data
As consumers increasingly use AI for shopping and product discovery, Faith In Nature saw an opportunity to ensure their values-led products are surfaced when shoppers ask AI platforms for recommendations.
The challenge? Product data across the industry is fragmented, unstructured, and often misleading. With 69% of consumers abandoning purchases over trust concerns and 53% of product claims found to be misleading, there's a critical gap between what brands know about their products and what AI can confidently recommend.
For Faith In Nature - a brand that's been putting Nature first since 1974 with naturally-derived, vegan, and cruelty-free products - this presented both a risk and an opportunity. With AI search traffic already up +338% (Jan 25-26), their extensive sustainability credentials and quality claims existed in marketing copy and internal docs, but weren't structured in a way that AI shopping assistants could discover, understand, or trust. Faith In Nature partnered with Provenance in a pilot to transform this dormant data into validated, AI-ready formats and improve their visibility in AI search.
Transforming dormant data into AI-ready Proof Points
Faith In Nature partnered with Provenance to pilot Proof Points—structured, third-party validated trust signals—and measure their impact on AI visibility. The pilot added Proof Points to 37 of 73 shampoo product pages, while 36 remained unchanged as a control group, and tracked how both sets performed across ChatGPT-4 and Google AI Overviews in response to 25 realistic shopping queries.
Proof Points combine Provenance's independent validation and domain authority with structured data formatting that AI platforms can confidently interpret. Unlike simply reformatting claims, each Proof Point carries the authority of a third party with 10+ years of expertise - signalling to AI that these are trustworthy facts, not unsubstantiated marketing claims.
As Jennifer from Faith In Nature notes: "AI is going to mean a stronger need for transparency and authenticity with brand claims - What's exciting is that AI agents can pick up on what each customer is interested in, which actually makes it easier for us."
After adding trust signals in the form of Proof Points to just 37 products, Faith In Nature saw a 6 percentage point increase in how often AI platforms surfaced their brand name in responses to shopping queries - suggesting potential for significantly greater gains when rolled out across their full catalogue.
Products with verified Proof Points were cited 10 percentage points more often as trusted sources in AI responses, particularly for values-led shopping queries around sustainability, giving Faith In Nature more credibility in AI-powered recommendations.
These early results prove that structured, third-party validated claims data helps brands appear more frequently and more credibly when shoppers turn to AI for product recommendations - a competitive advantage as AI shopping adoption accelerates. Faith In Nature is now expanding testing to product collection pages and additional categories.
I was shocked when I saw the results. To see such a big shift from such a small portion of our catalog, in such a short time, is really encouraging! This isn't just about helping current customers find products and verify claims - it's about customer discovery. We're a small brand without massive budgets, and AI really levels the playing field
Jennifer Blease-Williams
Digital Marketing Manager
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After adding trust signals in the form of Proof Points to just 37 products, Faith In Nature saw a 6 percentage point increase in how often AI platforms surfaced their brand name in responses to shopping queries - suggesting potential for significantly greater gains when rolled out across their full catalogue.
Products with verified Proof Points were cited 10 percentage points more often as trusted sources in AI responses, particularly for values-led shopping queries around sustainability, giving Faith In Nature more credibility in AI-powered recommendations.
These early results prove that structured, third-party validated claims data helps brands appear more frequently and more credibly when shoppers turn to AI for product recommendations - a competitive advantage as AI shopping adoption accelerates. Faith In Nature is now expanding testing to product collection pages and additional categories.
