Everyone’s buzzing about AI in shopping. Walmart rolled out Sparky, its new agent. OpenAI is bringing native checkout to ChatGPT. Shopify and Amazon are pushing hard, too.
The hype is real. The AI in e-commerce market already hit $7.25 billion in 2024 and is projected to grow to $64 billion by 2034. But here’s the truth: AI shopping won’t succeed without clean, verified product data.
Models Aren’t the Main Event
We’ve been promised “personalized shopping” for decades. The interfaces are finally here as chat-based agents collapse the messy search funnel into a single question.
But what happens when that question is: “What’s the best fragrance-free baby lotion for sensitive skin?” or “Which protein powder is organic and gluten-free?”
If the underlying data is marketing fluff, AI will give wrong answers confidently. AI models are only as good as the data they learn from. Feeding poor quality, inconsistent data to algorithms will produce misleading results. The risk is more than just bad recommendations, this is a trust problem at scale.
Why Current Data Breaks AI
Most product catalogs were built for humans and SEO, not for machines that think in tokens and embeddings. That means:
- Unstructured descriptions
- Inconsistent attributes
- Missing technical specs
- Claims no one has verified
AI can’t tell the difference between verified facts and hype, which means it will hallucinate, mislead, and erode consumer trust.
Verified Data Is the Real Moat
This is where the game changes. Retailers and brands that invest in verified, structured data will win in three ways:
- Consumer trust: Recommendations traceable back to facts, not fluff.
- Algorithmic preference: Models reward clean, structured data. Verified products rise to the top.
- Risk protection: As AI outputs face scrutiny, verified data reduces liability.
The path to building the smartest model is feeding the model the smartest data.
The Window Is Closing
Industry experts say we’ve got 3–5 years before agentic AI fully reshapes shopping. That’s not much time, and we think it will happen even faster. Retailers who act now will own consumer trust. Those who wait will lose to competitors whose AI systems can actually stand behind their claims.
The industry is rushing to train smarter models, but the real winners will be the ones training with smarter data or using tools to inject smarter data into LLM searches.
At Novi, that is exactly what we are building: verified, structured product data that both consumers and AI agents can trust. Retailers and brands that invest now will not only stand out in this new era of shopping, they will define it.
Want to see how ready your product claims are for the AI era?
Explore Novi’s Claims Risk Index to uncover where unverified claims could undermine trust and learn how to strengthen your product data for AI-powered shopping.
Credo’s SPG is outlined in four phases, of which the first two are actively in progress. As of June 2021, Credo has eliminated the use of single-use packaging for all products by their 130+ brand partners. Phase 2 calls for better materials, and the deadline to meet these requirements is June 1, 2024.
- No single-use items (masks, wipes, sample packettes, etc.)
- No PVC (#3 plastic), BPA/BPS, or PFAs
- Petroleum-derived plastic must contain 50% or greater recycled content, OR be replaced by a more sustainable material
- All plastics must be identified by an RIC (#1, 2, 4, 5, 6, or 7) or abbreviation (e.g. PET, PP, Mixed).
- All paper products must be at least one of the following: Ancient Forest Friendly; FSC certified paper; 75%+ recycled paper (by weight); Tree free, or non-wood fiber grown and harvested in a sustainable manner
Grove Collaborative applies their packaging standards to all products on their site, and they strive to utilize the best available packaging solutions at the time.
- No single use plastic
- About 80% or more of the packaging weight is not plastic (a percentage which will rise over time)
- Refillable over recyclable
- Monomaterial components
- #1, #2, and #5 plastics, if plastic is absolutely necessary
- Lightweight candidates
- The highest percentage of PCR possible for components of any material
Additionally, Grove Co. is currently working on a pilot initiative, Beyond Plastic, which aims to be 100% plastic-free by 2025. Here are its definitions, which incorporate some of the general standards listed above:
- Primary packaging is not plastic (excluding coatings, lacquers and liners)
- No single use external plastic packaging or wrap
- ~ 80%+ of the product and packaging weight is not plastic
- For the remaining ~20% plastic, there should be no readily available alternatives or the remaining volume should be in the process of being phased out within a year, maximum.
- 20% plastic is not in perpetuity, just as a starting point. The goal remains to be effectively plastic free by the end of 2025.
- Use of plastic cannot negatively impact recyclability
Lastly, Grove also offers a mail-back collection service for plastic packaging, pouches, and tubes. See more details in their FAQ.
Target’s sustainability strategy, Target Forward, incorporates packaging requirements that can be best summarized in three major points: eliminate/reduce where possible, drive a circular market, and encourage good habits. By 2025, Target intends to have 100% of their owned brand plastic packaging be recyclable, compostable or reusable. On March 2022, Target announced their Target Zero program, which designates products that feature packaging under the specific guidelines.
- No PVC (#3), PVDC, or PS (#6)
- Products must be curbside recyclable (#1 and #2 plastics)
- Petroleum-derived plastic must contain 50% or greater recycled content, OR be30% or more of packaging must be made from PCR materials replaced by a more sustainable material
- Refillable
- Reusable
- Certified compostable elements
- Certified compostable elements
Ulta Beauty’s Conscious Beauty policy provides guidelines for product formulations as well as packaging.
- Made from 50% PCR or PIR materials, or
- Made from 50% bio-based materials, or
- Be recyclable, or
- Be refillable.
Certifying bodies and other available resources
Many retailers incorporate other third-party certifications in their own packaging standards; brands and suppliers may pursue these certifications as well, depending on the policy. While they can be costly, third-party policies can provide further credibility for any environmental claims made.
In addition to policies, there are numerous resources available for sourcing, disposal, and further education on packaging.
The Ancient Forest Friendly™ designation by Canopy represents “the highest ecological qualities in the paper industry.” Ancient Forest Friendly pulp and paper is free of ancient or endangered forest fiber, made with 100% recycled or straw paper, and is whitened without chlorine.
BPI is a science-driven organization that supports a shift to the circular economy by promoting the production, use, and appropriate end of lives for materials and products that are designed to fully biodegrade in specific biologically active environments.
Their certification mark indicates third-party verification of compostability for manufacturers and brands to use on products and packaging.
Ecocert provides certification for 150+ standards in numerous industries, including cosmetics. Some of their most popular certifications include USDA Organic, Fair Trade (FFL), and Cosmos Organic.
See Ecocert’s full list of certifications.
FSC certification ensures that products (usually paper, cardboard, wood, etc.) come from responsibly managed forests that provide environmental, social and economic benefits. They own three registered trademarks:
• The initials FSC®
• The name Forest Stewardship Council®
• The checkmark-and-tree logo figure
How2Recycle (H2R) is a standardized labeling system that clearly communicates recycling instructions to the public.
Novi’s packaging solutions
Sourcing new components can be difficult, especially when it comes to verifying numerous claims. At Novi, our packaging experts will help you source, sample, and order verified components– whether you’re looking for something that’s compostable, curbside recyclable, 75% PCR, or more.
Pact is a nonprofit collective committed to action and education surrounding beauty recycling. They offer in-store drop-off and mail back collection programs for hard-to-recycle beauty packaging, and share other information on packaging production, material claims, recycling rates, and more.
