Provenance

Provenance turns product claims into proof. Each claim (e.g 'Vegan' or Cruelty-Free') is independently validated and published as a Proof Point: structured, machine-readable data your customers trust and AI agents recommend when deciding what to buy.As shopping moves to AI, the data behind every claim matters more than ever. AI agents recommend products based on what they can rely on, not marketing copy. The brands and retailers building on proven claims now are the ones AI systems learn to cite and customers come back to.Working with 370+ brands and retailers including Holland & Barrett, Unilever, Estée Lauder, THG and Ocado.