Kimberly-Clark needed to understand how AI systems were shaping category perception across household essentials - and how that influence would evolve as AI assistants became more integrated into retail, recommendations, and purchasing behavior. That meant thinking beyond traditional SEO: building the infrastructure, workflows, governance, and organizational fluency required to compete as AI increasingly mediates purchase decisions.
Customers
12 of 12 Kimberly-Clark brands now rank Top 3 in their categories in AI Visibility
As AI began reshaping consumer discovery and commerce, Kimberly-Clark partnered with Brandlight to build one of the most advanced AI visibility programs in global CPG, preparing its brands, retailer ecosystem, and organization for the rise of agentic commerce.
- 12/12Kimberly-Clark brands ranking Top 3 in category AI Visibility
- #12026 AI Platform Visibility Rankings by ecommerce
- 600KQueries monitored by Brandlight - every engine, every market
01 · the challenge
Making a bold bet on what comes next for CPG
“AI is no longer a technology; it’s the new marketing battleground where visibility means survival. Brandlight unlocks that visibility for brands.”
02 · the solution
What K-C is building now, in five workstreams.
- 01
Organizational infrastructure
Stood up a dedicated Brand Discovery function inside Kimberly-Clark to operationalize AI visibility at scale, rather than run it as a side project.
- 02
Enterprise-scale monitoring
Deployed monitoring across 0.6M+ queries - category, branded, comparative, and retailer-adjacent prompts spanning multiple AI systems.
- 03
Multi-market expansion
Extended AI visibility measurement across multiple brands, markets, languages, and AI engines.
- 04
Commercial integration
Embedded AI visibility into broader commercial and content decision-making - not as a standalone marketing initiative.
- 05
Agentic commerce readiness
Built one of the earliest enterprise-level operational models connecting AI visibility, retailer ecosystems, and emerging agentic commerce behavior.
03 · the results
Building one of the most advanced programs in CPG.
Key insights
Kimberly-Clark moved from asking: “How do we appear inside AI answers?”
To asking: “How do we build brands that AI systems consistently choose, recommend, and eventually transact on behalf of consumers?”
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