+15.8% AI Search Share of Voice
How Arc’teryx Scaled Market-leading AI Search Competitive Presence
Market-leading AI Search Competitive Presence (68.8%) over Patagonia, The North Face, Mammut, and Helly Hansen
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Results
+15.8%
AI Search Share of Voice (Claude, AI Mode, Google AIO, Gemini, Meta AI, ChatGPT, Perplexity) in 9 months
+14%
Top Mention Position rate (55-69%)
95%
Positive Sentiment mention rate
+15.8%
AI Search Share of Voice (Claude, AI Mode, Google AIO, Gemini, Meta AI, ChatGPT, Perplexity) in 9 months
+14%
Top Mention Position rate (55-69%)
95%
Positive Sentiment mention rate
Results
Arc’teryx’s AI Search turnaround was decisive. In just 9 months, the brand captured 68.8% Competitive Presence across AI platforms, outpacing Patagonia, The North Face, Mammut, and Helly Hansen.
AI search share of voice
15.8%
Top mention position rate
69%
Positive sentiment rate
95%
Overview
Arc’teryx is a premium technical outdoor apparel brand best known for its precision-engineered hardshell jackets; flagship pieces like the Beta and Alpha SV that have become benchmarks for alpine performance. With a product line spanning climbing, skiing, hiking, and a fast-growing range of versatile lifestyle pieces, Arc’teryx has cultivated a passionate following among serious mountaineers, outdoor enthusiasts, and design-conscious consumers who demand uncompromising craftsmanship without sacrificing everyday wearability.
Despite its strong brand equity and loyal customer base, Arc’teryx’s presence in AI-driven search environments was underperforming relative to its category competitors. Prior to our engagement, the brand was being inconsistently surfaced in AI-generated answers across platforms like ChatGPT, Perplexity, Google AI Overviews, Gemini, Claude, Meta AI, and AI Mode, frequently ceding share of voice to competitors like Patagonia, The North Face, Mammut, and Helly Hansen on the category-defining queries that increasingly shape how consumers discover and evaluate technical outdoor gear. Our team stepped in to overhaul their AI Search strategy and unlock the dominant competitive presence their brand was lacking.
Challenge
Arc’teryx’s AI Search Share of Voice was trailing the technical outdoor category at the start of our engagement, with the brand surfacing in AI-generated answers at a rate well below what its market authority warranted. Even on category-defining non-brand queries (where buyers research, compare, and decide) competitors were consistently winning the citation. Arc’teryx had very little top-of-funnel non-brand content for AI engines to draw on, leaned heavily on JavaScript that rendered key product details invisible to AI crawlers, and had incomplete structured data and schema markup across the site, all leaving the brand’s depth of expertise largely unreadable to the systems now shaping how consumers discover their products.
Solution
We rebuilt Arc’teryx’s AI Search foundation from the ground up, combining deep audience intelligence, full-funnel content engineering, and technical SEO fixes that made the brand’s expertise readable to the systems now shaping outdoor discovery. Our strategy focused on owning category-defining non-brand queries while ensuring every product page, buyer guide, and entity relationship was structured for maximum AI citability.
- Conducted deep persona research to map the core technical outdoor audience and adjacent buyer segments
- Developed a content matrix aligning product types to target personas for systematic coverage
- Ensured full-funnel coverage across every product-type and persona intersection
- Briefed, wrote, and optimized expert-level buyer guides to close content gaps with non-brand targeting
- Provided guidance on graceful JavaScript degradation and server-side rendering to make product details visible to AI crawlers
- Delivered ticket-ready structured data implementation guidance across page types, with detailed entity mapping
Recommendations
If competitors are winning the AI answers your brand should own, it’s time to audit the fundamentals: content depth, technical readability, and entity structure. A rebuild doesn’t just close the gap, it creates the category authority AI engines reward.
