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AI shopping assistants are reshaping product discovery. From ChatGPT to Claude, these tools are becoming the new front door to retail—and verified proof points are proving to be a decisive competitive advantage.
Our latest research reveals a striking pattern: when shoppers seek sustainable or ethical products, retailers using Provenance's verified proof points achieve 15.4% higher recommendation rates from AI shopping assistants.
Values-driven customers represent a $456B FMCG market opportunity, projected to double to $1T by 2027. These customers pay 9.7% premiums and drive 56% of category growth—and increasingly, they're discovering products through AI interfaces.
The advantage comes down to trust. AI systems prioritize products they can verify and confidently recommend. If your product data isn't structured into verified proof points, you're invisible to AI when high-value shoppers search with values-driven intent.
Our new whitepaper breaks down the simulation methodology, detailed findings, and what retailers need to do to win in AI shopping.
Download for free:
Proof Points: How Verified Product Data Drives AI Shopping Recommendations
Tim Slater is the Marketing Lead at Provenance. He works closely with our Impact team to translate their expertise into actionable content that helps brands minimise their impact on people and planet and avoid greenwashing.
Provenance powers sustainability claims you can trust. The global leader in sustainability marketing technology, Provenance helps brands and retailers share credible, compelling and fact-checked social and environmental impact information at the point of sale. Provenance’s technology is already increasing conversion rates, brand value and market share for customers including Cult Beauty, Douglas, GANNI, Napolina, Arla and Unilever
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