.png)
+61% increase in how often AI cites their products
+6% boost in brand visibility in AI search
.png)
AI is choosing the shortlist this gifting season
29% of shoppers plan to use AI for their holiday shopping this year, according to PwC. They’ll use it to research products, track prices and put together gift ideas tailored to the person they’re buying for. These prompts get specific. Something like “a vegan lip and cheek product for my sister who loves natural makeup, under $40” gets a shortlist of five or so products, and most shoppers choose from that list.
To make the list, a product has to match every part of the request. That means AI needs to be able to read the product’s claims and trust that they’re true. Jillian Dempsey’s products already carry the claims these shoppers look for, like partly-recycled packaging and cruelty free. But AI doesn’t take a brand’s word for it. It can’t read a certification logo on a product page, and it treats marketing copy as marketing. A claim like cruelty free only counts if a source AI trusts has verified it.
Heading into Black Friday and Christmas, when gift searches peak, that’s the difference between being on the shortlist and being left off it.
Independent proof that AI can trust
Any brand can add a badge to a product page or reformat its data. What AI looks for is who stands behind the claim. Jillian Dempsey worked with Provenance to validate 25 claims across 14 products, plus 4 claims that apply to the brand as a whole. Each one was checked against the evidence by an independent third party with more than a decade of regulatory and certification expertise.
Each validated claim becomes a Proof Point. It’s published as structured, machine-readable data and links back to Provenance, a source AI already knows and cites. So when AI comes across a Jillian Dempsey claim, it isn’t a brand talking about itself. It’s a fact verified by a trusted source, with the evidence behind it.
The Provenance Shopify app keeps this data up to date automatically, so any new claims Jillian Dempsey validates are published in the same structured format without extra work from the team.
Proof Point badges on those pages show shoppers the same verified evidence.
.png)
AI linked directly to Jillian Dempsey products 61% more often in answers to shopping prompts.
Jillian Dempsey was named in 6% more AI responses, so it shows up more often when shoppers are still deciding where to look.
Because the claims are independently verified, AI has a reason to trust them over unproven claims from competing products. That advantage is live now and will keep working through Black Friday, Christmas and beyond.
Shoppers increasingly treat the AI answer above the fold as the final word when researching products. That makes it critical that what AI says about our products is accurate. Provenance independently verifies our claims, giving AI a credible reason to trust them, and the whole process has run seamlessly without pulling our team’s attention.
Patrick Alexander
General Manager
AI linked directly to Jillian Dempsey products 61% more often in answers to shopping prompts.
Jillian Dempsey was named in 6% more AI responses, so it shows up more often when shoppers are still deciding where to look.
Because the claims are independently verified, AI has a reason to trust them over unproven claims from competing products. That advantage is live now and will keep working through Black Friday, Christmas and beyond.
