Absolute Collagen is the UK's leading collagen supplement provider, but it wasn’t getting recommended often in AI responses for their liquid collagen. The brand has built a loyal following through clinically proven formulation, a strong DTC model, and a reputation earned over years in the health and beauty category.
The challenge
As more buyers began turning to ChatGPT and other AI models to research supplements and compare options, that reputation wasn't being mirrored. In April 2026, Absolute Collagen's AI Brand Score, a measure of how often and how prominently a brand appears in AI responses, sat at 20 out of 100 on ChatGPT, placing them 3rd in their primary category of Liquid Collagen. ChatGPT was only recommending Absolute Collagen a third of the time when consumers asked about liquid collagen supplements.
Absolute Collagen had everything that should translate into AI visibility: clinical backing, ingredient transparency, and a decade of consumer trust. What it lacked was a content infrastructure built for how large language models evaluate and cite sources.
“We'd built a brand on clinical proof and customer trust. Finding out that ChatGPT was recommending competitors ahead of us was not something we'd anticipated.”
— Jorge Silva, Technology Director at Absolute Collagen
Diagnosing the gaps
Evertune's analysis, drawn from over 70,000 real consumer prompts per category, showed precisely where the gaps were through statistically significant data across the full landscape of how real buyers research collagen supplements with AI.
Evertune's Consumer Preferences report mapped every attribute AI models were and were not associating with Absolute Collagen. AI models were recommending competitors when consumers asked about Price, Absorption, and Flavor. Moreover, the brand’s page on its website that highlighted its key differentiators had zero AI citations, indicating a big missed opportunity.
“Price was our lowest score. We're not cheap, but we have a clinical reason for everything we do, including how we develop our products. We just hadn't made our value proposition clear enough for AI to understand.”
— Darcy Laceby, Co-Founder of Absolute Collagen
The execution
Owned content targeting the specific gaps
Evertune identified price perception and clinical credibility as the highest-priority opportunities. Absolute Collagen published content. A post addressing whether collagen supplements are worth taking accumulated 2,785 citations. The clinical trial results page, which previously had zero citations, started to get picked up by ChatGPT as a trusted source.
Earned media on high-authority domains
Evertune’s Content Analytics identified which third-party domains AI models were already citing most heavily in the supplements category. Absolute Collagen secured round-up inclusions across several of them, including longevity and anti-ageing supplement features on domains with citation counts in the thousands.
“Our differentiators page had existed on our site for years, and proved that our product worked with data. It's genuinely differentiated content, real methodology, real data, not something a competitor can just copy. But AI models couldn't parse it properly. Once we fixed the page, ChatGPT started citing it as a top source.”
— Jorge Silva, Technology Director at Absolute Collagen
Results
By using Evertune's Content Analytics and Content Studio features, Absolute Collagen claimed the top position across every major attribute, increasing its AI Brand Score by 4x within one month.
That visibility translated into ChatGPT's shopping feature, where purchase decisions get made. Shopping Mentions, which tracks how frequently Absolute Collagen appears in ChatGPT's product recommendations, doubled from 43% to 86% in just two months. Product Share in ChatGPT search, the share of product-level recommendations that include Absolute Collagen's Marine Liquid Collagen drink, nearly doubled. As of early 2026, shopping experiences appear in 87% of product-related queries on ChatGPT, and the platform now surfaces side-by-side comparison tables that rate products head-to-head on category-specific attributes. Absolute Collagen was not only showing up in that format. It was winning it.
“We've spent years building clinical proof that we're the best product in this category. What Evertune showed us is that proof means nothing if AI models can't find it. Having a partner who could tell us exactly what to fix and why made all the difference.”
— Jorge Silva, Technology Director at Absolute Collagen
Looking ahead
With a #1 ranking secured in Liquid Collagen, Absolute Collagen is focused on extending that position across adjacent categories and AI models where gaps remain. The team is working with Evertune to build out topical authority in emerging product categories, deepen earned media coverage on the high-authority domains that drive recommendations on ChatGPT and other AI models, and ensure the content infrastructure that produced these results continues.
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