Healthy Growth In The Age Of AI | AdExchanger

"After a very long career at amazing companies, I don't think I'll go back to being a traditional CMO. Being accountable not just for awareness and acquisition metrics but for the business every morning - that makes me a better marketer. This mindset really matters in wellness, a category that is both emotionally charged and deeply confusing."

"Rather than chasing every viral ingredient trend or parroting whatever's popular on social media, Thorne leans into education and proof by investing heavily in medically reviewed content, including detailed product pages that spell out testing protocols and a long‑running blog written and reviewed by Thorne's in-house medical team."

"In a recent Thorne survey, 65% of people said they find it easier to do their taxes than pick a supplement. That same body of structured, sourced content is becoming even more important, as AI dominates search and answer engines."

Thorne, a vitamin and supplement brand, has seen AI engines become a significant customer discovery channel, growing from zero mentions a year ago to approximately 5% of new customers. The company's Chief Growth Officer Mary Beech is restructuring marketing to function as a growth laboratory rather than a support function, with direct accountability for revenue. In the wellness category, where 65% of consumers find supplement selection more difficult than tax preparation, Thorne differentiates through medical credibility and education. The brand invests heavily in medically reviewed content, detailed product pages with testing protocols, and an in-house medical team-reviewed blog. This structured, sourced content strategy becomes increasingly critical as AI dominates search and answer engines, requiring brands to provide accurate, verifiable information rather than following viral trends.

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