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Catit – a premium global omnichannel cat product brand – had a clear challenge in the face of a rapidly changing AI-driven landscape: understanding the shifting search behaviours, and defining how Catit should evolve its content and SEO approach in response.
With AI search engines like Perplexity and ChatGPT gaining traction, alongside social and short-form video playing an increasing role in product discovery, Catit wanted to future-proof its visibility across both branded and unbranded queries.
Entropy conducted a strategic review of the AI-powered search landscape, mapping key platforms (including Gemini, Perplexity, ChatGPT) and their respective user bases, behaviours, and technical capabilities.
We combined this with broader trend analysis – covering inflation-driven brand switching, rising mobile transactions, and growing consumer trust in AI – to shape an actionable playbook for Catit.
Key areas of focus included:
Content opportunities: identifying high-potential queries where Catit could add value and own the conversation.
The work helped shift and clarify internal mindsets, from traditional SEO towards a broader, AI-era search strategy. Catit now has a clear direction for building visibility across emerging platforms, anchored in a deeper understanding of how their customers search in 2025 and beyond.
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