Wellness in the age of AI: What ChatGPT already tells your customers about your brand – and how Synthesio GEO helps you win 

Wellness isn’t just a category; it’s a cultural operating system. 

It shapes what people eat and buy, how they want to feel, look, sleep, parent and even vote. Products act as proxies for values: organic baby food signals responsible parenting; cold plunges signal discipline; “clean eating” and “natural beauty” carry moral weight.

Across this culture, people are hunting for agency. 8 in 10 people globally want more control over their health decisions. Mainstream healthcare is still central, and doctors remain the most trusted profession globally at 58% (Ipsos Global Trends Survey 2024). 

But how people learn is changing. Large shares of Gen Z (61%) and Millennials (57%) say they learn about health and dietary trends from social media influencers (Ipsos Market Essentials).

Now we’ve added generative AI to the mix.

AI-powered, conversational search is here 

• 52% are excited for AI-enabled products and services, and 79% think AI will be used in online search results (Ipsos Global AI Monitor 2025). 
  
• In the UK, ChatGPT dominates LLM category usage (77% of LLM users), ahead of Gemini (11%), Copilot (10%), DeepSeek (4%) and Perplexity (3%) (Ipsos iris, Jun 2024–Sep 2025). 
  
• Use of ChatGPT has doubled in the UK year-on-year, from 6.5m monthly users (13%) in Sep ’24 to 20.0m in Sep ’25 (Ipsos iris). 
  
• It’s cross‑generational: reach is 58% (15–24), 44% (25–34), 37% (35–44), 25% (45–54) and 12% (55+) (Ipsos iris, Sept 2025). 

In practice, AI is already shortcutting price comparisons and shaping inspiration and product shortlists, right through to purchase.

In an example of skincare, a user asks if they need salicylic acid, then which product; ChatGPT lists options with The INKEY List first, and the user buys The INKEY List BHA Serum 30ml.  

In sports, a user asks for the cheapest Muay Thai shorts, moves through content and savings sites, and completes a purchase. The pattern is clear: ask → answer → action. 
 

What Synthesio GEO reveals, and how it works 

Our GEO solution shows what consumers see when they ask LLMs about your brand, competitors and category. We identify category questions, capture and analyse the answers, and trace the sources the model is informed by. The result is a strategic map of LLM visibility.

What Ipsos Synthesio GEO revealed about AI exploration of Collagen: 

What people search for online: Collagen recommendations (22%) and benefits (18%) lead, followed by supplements vs foods (13%), formats/flavours (11%) and dosage (9%). They also ask about pricing/value (9%), safety (8%), origin/testing (6%) and collagen types/sources (4%). (SOV based on 100 OpenAI answers.)

What LLM answers emphasise: Helping consumers choose collagen types and sources, goal‑based choices, scientific evidence and time to results, dosage, safety and interactions, format/taste/usability and value for money. (SOV based on 100 OpenAI answers.)

Our focus brand leads share of mentions at 19.2%.

Our focus brand is described is most often portrayed as high quality/reputable/effective (69%), easy to absorb (58%) and mixing well (47%), using bovine‑derived collagen (44%), widely available/popular in the UK (38%) and good for skin/hair/nails (38%), with mentions of third‑party testing (23%) and multiple formats (21%). 

Communication white space opportunities: Many answers include no brand at all, product types and sources (74% no brand), evidence and time to results (79%), dosage and guidance (67%) and goal‑based recommendations (52%). These are decision moments waiting to be owned.

What this means for wellness brands 

Consumers across all age groups already use AI to learn, build shortlists and buy.  Being findable in LLM answers now matters as much as ranking in traditional search. 

Sources: Ipsos Global Trends Survey 2024; Ipsos Global AI Monitor 2025; Ipsos Trustworthiness Index; Ipsos Market Essentials; Ipsos iris Online Audience Measurement Service (UK); Ipsos iris panel data (11 June 2025). All results as shown in the Wellness in the Age of AI presentation (November 2025).