# How Purina got its catalog ready to be recommended by AI agents > Purina, part of the Nestlé group and selling in more than ninety countries, prepared its product data to be read and recommended by AI assistants rather than only ranked by search engines. The work was structured data enrichment, metadata rewritten for machine comprehension, and one category at a time so discoverability could be measured. Cat food went first, and Purina products are now discoverable and recommended inside LLM-based platforms. No existing system was replaced. ![A dog beside a Purina Pro Plan pack, from Purina’s own material.](https://cdn.sanity.io/images/xd4hrbt2/production/2ce981bfe7f9e8f6c7c8a28eae8b46d6faecd0cf-800x600.jpg) **Industry:** Pet nutrition ## Key figures - 90+ · countries the brand sells in - 2 · categories proven first, cat food and dog nutrition ## Agents - GEO Content Writer - GEO Share of Voice ## Overview Purina is part of the Nestlé group and one of the most established names in pet nutrition, selling in more than ninety countries. Its product pages were already optimized for search. The question it came to us with was about the next intermediary. People are starting to discover, compare and buy through AI assistants. That multiplies the number of places a product has to be legible, and an assistant does not read a page the way a search engine does. ## The challenge A page can rank and still be invisible to an agent. What an assistant needs is semantic structure, attributes that are actually there, and context it can reason over. Traditional product content, however well optimized for keywords, often carries none of that. The second constraint was practical: close that gap without disturbing what already works for search, and without a replatform. ## How we solved it 1. **Structured data enrichment.** Product pages carry semantic attributes, so a machine can tell what the product is, what it is for, what is in it and who it suits. 1. **Metadata written for comprehension.** Titles, descriptions and tags rewritten so a conversational platform can place the product in context rather than match a string. 1. **One category at a time.** Cat food and dog nutrition first, so discoverability inside AI environments could be measured before the pattern was rolled wider. ## Three layers, not a replacement Search is not going away, it is getting another two layers on top. Classic visibility is keywords, links and authority. Generative visibility is schema, structure and semantic comprehension. Answer visibility is whether an assistant trusts the product enough to include it in what it tells someone. Each layer stands on the one under it. ## What changed Purina’s products, cat food first, are now discoverable and recommended inside LLM-based platforms, which makes it one of the first brands of its size to have done the work before the channel matters. ## Before and after Same catalog, read by a different kind of reader. - Optimized for · Search engines · Search engines and AI assistants - Product data · Readable by people, thin for machines · Semantic attributes a model can reason over - Discoverability in AI answers · Unmeasured · Measured by category, starting with cat food - Systems touched · n/a · None replaced ## Proves area [Agentic Commerce](/solutions/agentic-commerce) ## More customer stories - [1000Farmacie](/customers/1000farmacie) · How 1000Farmacie reorganized its catalog and grew revenue thirty per cent a month - [Caddy’s](/customers/caddys) · How Caddy’s made compliance a property of its product data ## See what the agents do with your catalog Bring one messy feed, or the backlog of products you never got to. We will show you the rest. [Book a demo](/book-a-demo) ## Questions ### Purina was already optimized for search. What was missing? The structure a machine needs to reason. An assistant does not match strings, it evaluates: what the product is, what it is for, what is in it, who it suits. A page can rank on keywords and still carry none of that, which makes it invisible to the systems that now sit between the shopper and the shelf. ### What did the work involve? Three things. Product pages enriched with semantic attributes. Titles, descriptions and tags rewritten so a conversational platform can place the product in context. And one category at a time, cat food and dog nutrition first, so discoverability inside AI environments could be measured before the pattern went wider. ### Does this replace SEO? No, it adds two layers on top of it. Classic visibility is keywords, links and authority. Generative visibility is schema, structure and semantic comprehension. Answer visibility is whether an assistant trusts the product enough to include it in what it tells someone. Each layer stands on the one under it. ### What is the measurable result? Purina products, cat food first, are discoverable and recommended inside LLM-based platforms. That is the result the category was chosen to test, and it is measured by category rather than claimed for the whole catalog. ### Did anything have to be replatformed? No. The constraint was explicit from the start: close the gap without disturbing what already works for search, and without replacing a system. ### Is this Purina or Nestlé? Purina is Nestlé’s pet care brand, and the work is on the Purina catalog. The mark on this page is the Nestlé one because Purina’s own logo is a solid panel with the name reversed out of it, which a white treatment turns into a block. ## Entities - [Nestlé Purina](https://www.purina.it) · Organization, about - [Agentic Commerce](/solutions/agentic-commerce) · Thing, about - [Nestlé](https://www.nestle.com) · Organization, mentions - [ChatGPT](https://en.wikipedia.org/wiki/ChatGPT) · Product, mentions - [OpenAI](https://openai.com) · Organization, mentions ## Sources - [Purina Italia](https://www.purina.it) · Nestlé Purina PetCare - [AI features and your website](https://developers.google.com/search/docs/appearance/ai-features) · Google Search Central - [Product](https://schema.org/Product) · schema.org - [Merchant listing structured data](https://developers.google.com/search/docs/appearance/structured-data/merchant-listing) · Google Search Central - [ChatGPT](https://en.wikipedia.org/wiki/ChatGPT) · Wikipedia --- Canonical: https://commerceclarity.com/customers/purina Every page of this site is available as markdown: append `.md` to its path. Index: /llms.txt