How a leading skincare brand improved its presence in AI-led category discovery

AI was recommending two competing serums by default, citing publisher listicles and review platforms where the brand had little presence. The brand appeared only occasionally — and rarely as the recommendation.

The brand's product pages lacked ingredient-level detail, independent review coverage was thin, and the publishers AI cited most had never covered the product.

Inner Labs mapped the must-win ingredient questions, identified the exact sources shaping the answers, and prioritised product-information improvements, credible review coverage and publisher evidence. Inclusion in ingredient-led AI recommendations increased across the configured prompt set.