What happens when a brand leads in AI answers but lags in search? AG1 (formerly Athletic Greens) does exactly that.
Ask ChatGPT, Claude, or Perplexity for the "best daily greens powder," and AG1 usually ranks first.
But search the same term on Google or Bing, and its official site struggles to break the top results.
This contrast reveals how generative engines reward brand clarity, trusted reviews, and expert mentions over classic SEO tactics.
In this case study, we break down why AG1 wins in AI-driven discovery and what it signals for brands chasing visibility across both search and generative platforms.
Search Snapshot
Google vs. Bing Position
- Google: >10
- Bing: >10
LLM Positions
- Claude: 1
- Perplexity: 1
- Gemini: 1
- ChatGPT: 4
Why LLMs Prefer Athletic Greens
- Ubiquitous Audio Presence: AG1 is one of the most advertised brands in podcasting. It has a near-constant presence on top-tier shows like The Tim Ferriss Show and Huberman Lab. This creates a massive corpus of positive, transcribed, conversational mentions that directly informs LLM training data.
- Category-Defining Language: The company markets AG1 not just as a greens powder, but as an "all-in-one" or "foundational nutrition" supplement designed to replace other vitamins. This clear, confident positioning makes it an easy and definitive answer for an LLM asked for a comprehensive solution.
- High-Profile Endorsements: The brand is backed by respected figures in health and performance, including a scientific advisory board and investors like Lewis Hamilton and Hugh Jackman. This signals a high level of trust and authority, a key factor for LLMs when recommending health products.
- Third-Party Certification: AG1 is NSF Certified for Sport. This independent verification is a powerful trust signal that LLMs can easily identify and prioritize. It provides a factual, data-driven reason to recommend the product over competitors who lack such certification.
Action Items
- For Classic SEO: The brand should develop a robust content strategy around long-tail keywords. Instead of just targeting "best greens powder," they could create authoritative guides on specific ingredients like "spirulina benefits for athletes" or "the role of adaptogens in stress." Building out a library of expert-written articles on nutrition science would attract organic links and traffic from users with more specific queries. They should also focus on digital PR to get their experts and certifications mentioned in health and wellness publications.
- For LLM Momentum: Continue the aggressive podcast and influencer marketing strategy, as this directly feeds the LLM knowledge base. Encourage user-generated content and reviews on platforms like Reddit and Trustpilot that discuss personal health outcomes. Adding a schema-optimized, in-depth FAQ section on the AG1 product page could also serve as a direct source for LLM answers.
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