+16.8% increase in brand visibility in AI search
+6.4% increase in product recommendations
.png)
Shoppers are increasingly letting AI do their research for them. They ask ChatGPT which supplement helps them focus, or let a retailer's assistant narrow the field. In a category full of bold wellness claims and short on evidence, AI recommends the products whose claims it can actually verify. Grass & Co. had the evidence: lab testing, transparent sourcing, vegan formulations. It just sat in places AI couldn't read.
That gives a challenger an opening. A bigger marketing budget doesn't win an AI recommendation; proof does. Structure your claims so AI can trust them, and a smaller brand can be recommended next to far larger ones. The brands that prove it first are the ones AI keeps citing.
Grass & Co. worked with Provenance to turn their evidence into proof AI can act on, and to measure what it did for their visibility.
Grass & Co. worked with Provenance to prove their claims and make them count where AI is making recommendations. They started with 8 products, around 40% of their catalogue.
Each Proof Point pairs Provenance's independent validation, built on a decade of regulatory and certification expertise, with structured, machine-readable formatting that AI platforms can confidently interpret. That signals to AI that these are proven facts traceable to their evidence, rather than marketing claims taken on trust. Grass & Co. proved the three claims that matter most to their shoppers: vegan, widely recyclable packaging, and scientifically tested.
They also put that proof in front of people, not only machines. As well as embedding structured Proof Point data in the back end, Grass & Co. added Proof Point widgets directly to their product pages, visible and readable to shoppers and AI alike. The same proof now reassures the person reading the page and feeds the AI deciding what to recommend.
As Matt, Grass & Co's Founder notes: "Eventually it'll all be AI. We'll be building web pages for AI to read, not just for humans, and proof is what gets you bumped up."
After adding Proof Points to just 40% of their catalogue, AI surfaced Grass & Co. 16.8% more often in response to shopping queries. That points to bigger gains again once proof covers the full range.
Products carrying proven Proof Points were recommended 6.4% more often by AI, giving Grass & Co. more credibility at the moment shoppers decide what to buy.
These results show that proven, structured claims data helps a brand get found and recommended more often when shoppers turn to AI. That advantage is open to challengers as much as to category leaders. Putting proof in place now is how a smaller brand gets cited first and stays cited as the shift gathers pace.
Any uplift on that metric is worth having, and having an independent third party prove our claims and lift our visibility in AI is good news. AI is starting to level the playing field for brands like ours.
Matt Snyman
Founder
After adding Proof Points to just 40% of their catalogue, AI surfaced Grass & Co. 16.8% more often in response to shopping queries. That points to bigger gains again once proof covers the full range.
Products carrying proven Proof Points were recommended 6.4% more often by AI, giving Grass & Co. more credibility at the moment shoppers decide what to buy.
These results show that proven, structured claims data helps a brand get found and recommended more often when shoppers turn to AI. That advantage is open to challengers as much as to category leaders. Putting proof in place now is how a smaller brand gets cited first and stays cited as the shift gathers pace.
