About a year ago, Thorne—a well-established brand in vitamins, supplements, and wellness—had no customers reporting that they discovered the company through artificial intelligence engines in post-purchase surveys. This has since changed significantly, with roughly 5% of Thorne’s customers now acknowledging that they found the brand via AI-powered platforms. Mary Beech, Thorne’s Chief Growth Officer, shared this insight during a recent episode of AdExchanger Talks. With over 40 years of experience, Thorne operates in a market where consumer discovery primarily happens through traditional retail shelf browsing. Yet, this landscape is shifting as more shoppers turn to answer engines and AI-driven tools to guide their health and wellness purchases. This change creates a dual challenge for Thorne: adapting to AI’s growing role in consumer decision-making while managing the risks posed by chatbots and AI systems, which can sometimes deliver inaccurate or misleading information. In her role, Mary Beech is leading the brand through this transition by creating a marketing organization that goes beyond the traditional view of marketing as just a support function. Instead, she is building a dynamic “growth laboratory”—an innovative setup focused on experimenting with and applying new technologies and strategies to drive brand growth. Thorne’s evolving marketing strategy reflects a wider trend in the wellness industry: companies must balance conventional approaches with emerging digital tools.

As AI engines increasingly shape the consumer journey, brands like Thorne are adapting by incorporating AI insights and refining their marketing tactics to enhance both reach and accuracy. The rising influence of AI in consumer interactions also challenges brands to ensure that information shared through these channels is trustworthy and consistent with their values. Beech’s vision involves not only leveraging AI for growth but also tackling the potential downsides of AI-driven recommendations by emphasizing transparency and factual correctness. This strategic shift demonstrates Thorne’s commitment to remaining a trusted authority in wellness while embracing technological progress. By repositioning marketing as a proactive, experimental function, Thorne seeks to seize emerging opportunities without compromising the integrity of the messages delivered to customers. In summary, Thorne is navigating a significant transition where traditional retail remains important, but AI and digital discovery channels are rapidly expanding their influence. Mary Beech’s leadership underscores the need for innovative thinking and adaptability to sustain and grow market presence amid this digital evolution. Through building a marketing team centered on growth experimentation, Thorne aims to better connect with modern consumers who face an increasingly complex landscape of health and wellness information.