GW Labs / Industries / Consumer brands and retail
Consumer brands and retail
When shoppers ask AI what to buy, does it recommend you?
Shoppers now ask ChatGPT, Google and other AI assistants what to buy and where to buy it. We measure whether your brand is recommended, whether your products, prices and stockists are right, and report it every month next to sales and new customers.
We test and optimize for
- ChatGPT
- Google AI
- Gemini
- Claude
- Perplexity
- Grok
- Copilot
- Meta AI
Named by 4 of 8, but 1 recommends a model you discontinued. Shoppers look for a shoe they can’t buy.
The shift
The recommendation comes before the click.
- It recommends before they browse. A few products, a reason for each, and where to buy.
- It repeats old catalogs. Discontinued products, last season’s prices, stores that stopped carrying you.
- It leans on reviews and roundups. Review sites and “best of” lists can outweigh your own product pages.
What AI gets wrong
One answer. Three problems.
A sample answer, annotated the way our audit marks it. These four kinds of error come up again and again.
Models you discontinued
Old roundups keep recommending them.
Stores that dropped you
Retailer pages linger after the shelf is gone.
Returns and shipping
Policy changes rarely reach every answer.
Where it’s made
Repeated claims can create compliance problems.
What are the best running shoes for flat feet?
Runners with flat feet often like stability shoes such as:
- A larger brandA long-running stability model with a firm medial post.
- Your brandLight, with wide sizes. Try the Model 3, available at Store X.
- Another larger brandMax-cushion stability for long runs.
What people ask
Twelve questions. Eight AI platforms.
The audit tests the questions your shoppers actually ask, side by side with the brands you compete with. Here is a fictional sample of what the results look like.
How we work
Be found. Be right. Prove it.
Be found
- Recommended when shoppers ask about your category, not just your name
- Your share of AI answers against the brands you compete with
- Eight AI platforms, tested every month
Be right
- Products, prices, policies and stockists stated correctly
- The reviews, roundups and retailer pages AI leans on, found and corrected
- Product pages and data feeds AI tools can read
Prove it
- A one-page monthly Scorecard for your leadership team
- Sales and visits from AI assistants next to AI visibility
- What moved, what likely moved it, and what to do next
Prove it
What your leaders see every month.
One page, in plain English, with the numbers you’re judged on next to last year and next to your AI visibility. It shows trends side by side; it doesn’t claim that any one change caused them.
- What moved
- AI answers naming you rose 9 points, led by “best shoe for flat feet” questions.
- What likely moved it
- Product pages AI can read and a corrected stockist list.
- What’s next
- Two assistants still recommend a discontinued model.
The rules we work within
Real claims. Real reviews.
Real reviews only
We don’t write, buy or suppress reviews. The FTC’s rule against fake reviews and testimonials has been in effect since October 2024.
Disclosed partnerships
AI picks up influencer and affiliate content. Under the FTC’s Endorsement Guides, paid relationships must be disclosed, and we flag any we find that aren’t.
Provable product claims
“Made in USA,” health and environmental claims carry specific FTC rules. We only recommend claims your documentation supports.
Your legal team has the final say on anything we recommend. We aren’t lawyers, and nothing here is legal advice.
The engagement
Three steps. Clear prices.
Free AI snapshot
A 3-page read on how five AI platforms answer the questions your shoppers ask, next to up to three competitors.
Two-week audit
Eight AI platforms, your competitors, your website and listings, your first Scorecard and a 90-day roadmap you keep.
One monthly plan
Your Scorecard every month and the tools run for you. Growth and Full Partner add the fixes. Setup included.
Minimums: 3 months (Visibility), 6 months (Growth), 12 months (Full Partner). Larger or multi-audience work is scoped after a conversation. See full pricing →
Boutique by design
Founder-led. Senior from day one.
You won't be handed to a junior account manager. The people who run your audit build what comes next, with the same AI tools we sell.
GW Labs was founded by Rob Goldstein, who has spent more than 20 years building brands, events and the revenue behind them, including co-founding an Inc. 5000 craft beverage company.
- Inc. 5000craft beverage company our founder co-founded and served as CMO, then CRO
- Top 4%of ~11,000 U.S. craft breweries by production
- 100,000+email subscribers built from zero
- 30+festivals produced
FAQ
Questions
Do you work with brands, retailers or both?
Both. Brands care whether AI recommends the product; retailers care whether it sends shoppers to their stores. The Scorecard tracks the numbers that matter to you.
Can you guarantee AI will recommend our products?
No one can. AI answers change, and nobody controls them. We measure where you stand, correct what’s wrong, strengthen the sources AI relies on, and report the trend every month.
How is this different from shopping ads?
Ads buy placement. The answer itself is built from sources AI trusts, and that is what we measure and strengthen.
Do you need our sales data?
Only the totals you choose to share, such as monthly online revenue. We never need customer records.
What does it cost?
The snapshot is free. The two-week audit is $6,500, and monthly plans start at $3,000. Brands with many product lines or markets are scoped after a conversation.
Find out what AI
says about your brand.
Free, in plain English, with no sales call required.