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ARDI™ Product Index

Your brand gets mentioned. See which products get recommended.

When a buyer asks AI what to buy, the answer names specific products. The ARDI™ Product Index measures which of yours AI names, which competitor is handed to the buyer instead, and the one change that closes each gap. One half of the ARDI™ Authority Index inside GOSH AI, the AI Recommendation and Discovery Intelligence platform.

The finding

Your shelf, and the shelf AI actually builds.What am I looking at?Two shelves, side by side. The top row is every product this brand sells. The bottom row is the six products AI recommends most across the same 50 buying questions. Only one product appears in both. The other five slots on the AI shelf belong to four companies the brand competes with.

Your shelfThe six products Lumen Skin sells
Lumen Daily Moisturiser
Daily Moisturiser
50 ML
Lumen Gentle Cleanser
Gentle Cleanser
200 ML
Lumen Barrier Cream
Barrier Cream
30 ML
Lumen SPF 40 Fluid
SPF 40 Fluid
50 ML
Lumen Night Repair Serum
Night Repair Serum
30 ML
Lumen Eye Contour
Eye Contour
15 ML
The shelf AI buildsThe six products AI recommends most across the same 50 questions
Lumen Daily Moisturiser
Daily Moisturiser
YOURS
Norra Everyday Cream
Norra Everyday Cream
NOT YOURS
Aubade Repair Balm
Aubade Repair Balm
NOT YOURS
Sable Mineral SPF 40
Sable Mineral SPF 40
NOT YOURS
Fieldnote Milk Cleanser
Fieldnote Milk Cleanser
NOT YOURS
Norra Eye Gel
Norra Eye Gel
NOT YOURS
What the two shelves say

One of your six products is on the shelf AI builds. The other five slots are filled by four companies you compete with.

The gap

Buyers hear your name. They are handed someone else’s product.How is this counted?We ask AI the 50 questions buyers actually ask before purchase, and none of them mentions the brand. If a product appears, AI put it there on its own. Every figure on this page is a count out of those 50 answers, never a score, so there is nothing to interpret.

Brand authority is what gets you into a buying answer, and it is working. What happens next is the question this index answers.

50
questions, 50 answers
AI recommended specific products every single time. No buyer walks away with nothing.
36
named the brand
Lumen Skin came up in 36 of 50 without being asked for. That is brand authority doing its job.
22
named a product
Only 22 answers went on to name something a buyer could put in a basket.
14
your name, their product
In 14 answers AI mentioned the brand, then recommended a competitor’s product to buy.
The index

Six products. Six head to heads.How do I read an entry?Four parts, repeated once per product. On the left, your product and the state it is in. In the middle, how many of the 50 answers named it, and the answer a buyer actually received. On the right, the competitor recommended in its place, the reason AI gave, and the single change that would close the gap.

Each entry stands on its own. Hand a product manager their page and it tells them what AI does with their product, who takes their place, and why.

01 OF 06
Lumen Daily Moisturiser
Lumen Daily Moisturiser
50 ML · SKU LS-DM-50 · 6 sellers
On the shelf
16of 50 answers named this product
Your strongest product. It gets recommended, but almost always in second place.
Buyer asked: best everyday moisturiser for dry skin
For daily dryness most dermatologists point to Norra Everyday Cream, which is fragrance free and clinically tested. Lumen Daily Moisturiser is a solid lower cost alternative if budget is a concern.
Recommended instead
Norra Everyday Cream
Norra Everyday Cream
34 OF 50
Why AI picks itNorra’s clinical claim is written out in three publications AI cites. Yours is printed on the tube, where AI cannot read it.
The one movePut the claim in text on the product page, then into one publication AI already cites. You are not missing the credential. You are missing it anywhere a machine can see.
02 OF 06
Lumen Gentle Cleanser
Lumen Gentle Cleanser
200 ML · SKU LS-GC-200 · 5 sellers
On the shelf
9of 50 answers named this product
It wins when someone asks for a cleanser. It disappears when someone asks for a routine.
Buyer asked: simple skincare routine for beginners
A good starter routine is three steps. Cleanse with Fieldnote Milk Cleanser, moisturise with Norra Everyday Cream, and protect with Sable Mineral SPF 40.
Recommended instead
Fieldnote Milk Cleanser
Fieldnote Milk Cleanser
27 OF 50
Why AI picks itFieldnote publishes a three step routine page. AI reads it as a set and recommends the whole set together.
The one movePublish a routine that names your own three products in order. You are winning the product question and losing the basket.
03 OF 06
Lumen Barrier Cream
Lumen Barrier Cream
30 ML · SKU LS-BC-30 · 4 sellers
Barely there
5of 50 answers named this product
Named only when a buyer already says the words barrier cream. Never offered as an answer.
Buyer asked: what helps a damaged skin barrier
For a compromised barrier, look for ceramides and no fragrance. Aubade Repair Balm is the most consistently recommended, and it is safe for eczema prone skin.
Recommended instead
Aubade Repair Balm
Aubade Repair Balm
31 OF 50
Why AI picks itAubade states eczema safe and lists its ceramide content in text. Your page carries no ingredients AI can read.
The one moveState the active ingredients and the conditions this product is safe for, in text, on the product page.
04 OF 06
Lumen SPF 40 Fluid
Lumen SPF 40 Fluid
50 ML · SKU LS-SPF40-50 · 5 sellers
Barely there
3of 50 answers named this product
Sunscreen questions are answered by sorting products into mineral or chemical. Yours is in neither pile.
Buyer asked: best daily sunscreen for the face
If you prefer a mineral filter, Sable Mineral SPF 40 is the usual recommendation. For a chemical filter, most guides name two alternatives.
Recommended instead
Sable Mineral SPF 40
Sable Mineral SPF 40
29 OF 50
Why AI picks itThe filter type is in the product name. Every sunscreen answer sorts on that word first, so Sable is always in one of the two piles.
The one moveSay mineral or chemical in the product name and the first line of the page. This is a one word problem.
05 OF 06
Lumen Night Repair Serum
Lumen Night Repair Serum
30 ML · SKU LS-NR-30 · 3 sellers
Brand without the product
1of 50 answers named this product
The clearest case of the 14. AI knows the brand, praises the brand, then recommends someone else to buy.
Buyer asked: best retinol serum for beginners
Brands like Lumen Skin and Norra are well regarded for gentle formulations. For a first retinol, Marrow & Co Night Oil is widely recommended because it states its strength at 0.3 percent.
Recommended instead
Marrow & Co Night Oil
Marrow & Co Night Oil
22 OF 50
Why AI picks itRetinol answers are sorted by strength. Marrow publishes 0.3 percent in text on its page. Yours says gentle, which is not a number AI can rank.
The one movePublish the concentration as a figure. Your brand is already trusted in this answer. Only the number is missing.
06 OF 06
Lumen Eye Contour
Lumen Eye Contour
15 ML · SKU LS-EC-15 · 1 seller
Never named
0of 50 answers named this product
Not once, on any surface. As far as AI is concerned this product does not exist.
Buyer asked: best eye cream for dark circles
The three most recommended are Norra Eye Gel, Aubade Bright Eye and Fieldnote Eye Balm. All three list caffeine or vitamin C as the active ingredient.
Recommended instead
Norra Eye Gel
Norra Eye Gel
26 OF 50
Why AI picks itNorra has a product page, an identifier and four retailers carrying it. Yours has one seller and no identifier, so nothing links it to a place to buy.
The one moveMake it findable and buyable first. Identifier, product page, more than one retailer. Content will not fix a product AI cannot locate.
The empty questions

Eleven questions returned no product at all.Why does this matter?These are not questions AI failed to answer. It answered every one of them in full, and sent the buyer to a competitor. Zero appearances is the clearest brief in the report, because the work is not to improve a position. It is to exist in the answer at all.

Every one of these sent a buyer somewhere else. This is the shortest list of work in the report.

The question a buyer asked
Named
Who filled the gap
Best eye cream for dark circles
0 times
Norra, Aubade, Fieldnote
What helps a damaged skin barrier
0 times
Aubade Repair Balm
Mineral versus chemical sunscreen, which is better
0 times
Sable, plus two others
Simple skincare routine for beginners
0 times
Fieldnote, Norra, Sable
Best retinol serum for sensitive skin
0 times
Marrow & Co
Skincare for rosacea prone skin
0 times
Aubade, plus two others
How this was measured

Fifty questions. No brand name in any of them.What about the surfaces?Seven AI surfaces answer every question and form the count. Google AI Overviews appears on only some questions, so it is reported on its own and never mixed in. Where a surface hides its sources behind redirects, the publisher is recorded and the domain marked unresolved rather than guessed.

The questions

50 buying questions in the category, written the way buyers write them. The brand is never mentioned, so any appearance is AI’s own choice.

The unit

Products are measured at the level a buyer buys: a named item with a size and an identifier, not a brand and not a category.

The next read

The identical questions, surfaces and method. The headline next time is which products moved onto the shelf, not which score shifted.

ARDI™ Product Index

A mention is not a recommendation.

The ARDI™ Brand Index measures whether AI knows your brand well enough to name it unprompted. The ARDI™ Product Index measures whether AI then names one of your products, or a competitor’s instead. Two halves of one measurement. The commerce half of GOSH AI, the AI Recommendation and Discovery Intelligence platform.