Twice a week, Tuesday and Friday. Real campaigns taken apart, which brands AI tools recommend when shoppers ask what to buy, the numbers worth knowing, and one thing you can try that week. It’s for the people doing the marketing at outdoor, endurance, and fitness brands, and the shops and agencies who work with them.
The AI Shelf
What’s the best rain jacket for hiking?
What 10 AI Answers Said
- Patagonia Torrentshell 3Lnamed in all 10 answers
- REI Co-op Rainiernamed in 9
Sites the Answers Cited
- rei.comin 7
- outdoorgearlab.comin 7
- patagonia.comin 0
Every Tuesday, The AI Shelf runs a new category.
What’s in an Issue
- The TeardownOne brand’s campaign, what it did, and what you can take from it.
- The AI ShelfWhat ChatGPT, Gemini, Perplexity, and Google’s AI answers recommend in one product category, and which sites they cite.
- The NumbersTwo or three figures from earnings calls, sales data, and search demand.
- One PlayOne thing to try this week, with steps.
- On FridaysHoliday and promo watch, the industry’s moves, and dates to know.
Who Writes It
Growth in the Wild is written by Andrew Tepen (opens in a new tab). I was an endurance coach for 10 years, then worked in event management and specialty retail. Now I help outdoor, endurance, and fitness businesses with websites, content, and AI systems, including the tracker behind The AI Shelf.