At the RetailClub AI Festival in Huntington Beach, California, we brought a simple message for retail and CPG teams: AI is only as useful as the product data, content, and systems behind it.
A clean test case can make a great demo. Production brings a different set of challenges: incomplete product attributes, inconsistent vendor feeds, thin product descriptions, and workflows that still rely on manual effort.
At our booth, we showed how GSPANN helps tackle these challenges, from getting vendor data into shape to creating product content that works across traditional search and AI-powered discovery.
Why Retail AI Pilots Stall at the Catalog
AI assistants need reliable product information to answer shoppers' questions and recommend products. When descriptions are thin, attributes are missing, or product information is inconsistent, brands risk being overlooked.
The problem often starts upstream. Vendors send product data in different formats and on different schedules, leaving merchandising and PXM teams to resolve gaps manually. That slows product onboarding and makes it harder to maintain consistent, high-quality content at scale.
We showcased two offerings that address these challenges in sequence: Vivid prepares vendor data for use, while ContentHubGPT™ turns that data into governed product content for shoppers, search engines, and AI assistants.
ContentHubGPT: Is Your Brand Showing Up on the AI Shelf?
ContentHubGPT is GSPANN's platform for generating and governing product content at scale. It supports more than 13,000 SKUs and 110+ brands, helping teams create content for traditional search (SEO) and AI-powered discovery (AEO and GEO), while integrating with existing commerce and PXM systems. It also supports content review for regulated categories, including FDA-related checks.
The workflow starts with a question that matters to the business: When shoppers ask AI for product recommendations, does your brand show up?
Here's how ContentHubGPT helps teams find out and take action:
- Discover and track. Monitor product visibility and positioning in AI-generated answers, including the sources cited.
- Diagnose the gaps. Identify whether visibility issues stem from buyer intent, product content, or missing product information.
- Create and govern. Generate content from approved product facts, check it against brand and compliance requirements, and route approved content through existing commerce systems.
The same governance approach can be applied to agency drafts, partner content, and translations. AI-generated recommendations are not a substitute for product-claim approval, so brand and compliance reviews remain essential before publication.
The AI Shelf Report: Find Out What AI Says About Your Brand
Knowing that AI is changing product discovery is one thing. Knowing how your brand performs is another.
GSPANN's free AI Shelf Report tests buying questions relevant to your category across ChatGPT, Gemini, Claude, and Perplexity. Every answer is reviewed by a person, and the report is delivered by email within two business days.
The report goes beyond counting mentions. It distinguishes between how often a brand appears and how often it is recommended, giving teams a more useful view of their visibility in AI-generated answers.
Each report includes:
- A Presence Score out of 100, benchmarked against three competitors.
- Competitor comparisons showing how your brand appears relative to others.
- Source citations revealing which websites and content inform AI answers.
- Three prioritized recommendations to help determine what to address first.
The findings reflect the specific questions tested, not the entire market or actual shopper conversion. They provide a starting point for understanding visibility and identifying opportunities to improve it.
Request your free AI Shelf Report →
Vivid: Fix the Data Before Scaling the Content
Even the best content platform depends on the quality of the information feeding it. That's where Vivid, GSPANN's GenAI Vendor Data Ingestion (VDI) accelerator, comes in.
Vivid helps retailers and brands process vendor data from CSV, Excel, XML, GDSN, APIs, and PDF specification sheets through five steps:
- Map. Match vendor fields to your PXM schema and taxonomy.
- Validate. Flag missing attributes, formatting errors, and low-quality images.
- Enrich. Fill data gaps using vendor websites and product specification sheets.
- Generate. Create on-brand, SEO-ready product copy at scale.
- Publish. Syndicate verified content across channels.
Exceptions are routed to a review queue, keeping human oversight and audit trails in the workflow. Pre-built connectors and prompts support Salsify and Syndigo, with Akeneo also supported.
The impact can be significant. Vendor-field mapping that takes weeks of manual work can become an AI-generated mapping that teams review and approve in hours. For enterprise clients, Vivid has achieved 95% data accuracy, with product onboarding running 3X faster and manual effort reduced by approximately 70%.
Teams can start with a focused pilot using their own vendor feeds. The process begins with discovery of vendor formats and the existing PXM schema, followed by mapping and validation for a selected group of vendors and categories. Live feeds are then used to measure accuracy and effort saved, tune prompts and rules, and prepare for broader rollout.
The Systems That Make It Work
Product content and AI agents are only part of the picture. Getting them into production also requires the right commerce platforms, search capabilities, integration, and workflows.
GSPANN helps retailers build and deploy AI agents, including Salesforce Agentforce, around real business processes. Our capabilities also span composable and headless commerce with platforms such as Shopify and Salesforce Commerce, search with Algolia, content delivery with Amplience, and integration modernization using Boomi and MuleSoft.
One example is our Boomi agentic AI implementation, which reduced a full day of Accounts Receivable reconciliation work to seconds.
For teams exploring Salesforce Agentforce, our on-demand webinar, Ship Your First Agentforce Agent in 90 Days, offers a practical look at moving from planning to production.
Where Should You Start?
Not every business has the same starting point. The right next step depends on where the biggest gaps lie.
- Unsure how AI represents your brand? Request a free AI Shelf Report to understand your visibility across leading AI assistants.
- Struggling with inconsistent vendor data or slow product launches? Explore a Vivid pilot using your own feeds.
- Looking to put AI agents into production? Start with a defined business workflow and assess the systems and data needed to support it.
The goal isn't simply to add AI. It's to make the data, content, and systems behind it work together at scale.
Bring your roadmap. We'll bring the systems.
Email us at marketing.team@gspann.com to book a meeting with our experts.
