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Shopping is moving from searching to asking. People are starting to tell an AI what they want and let it choose, and an AI can only choose from the products it can actually read. Most stores cannot be read. The facts a shopper needs sit buried in prose, missing from the fields the machines parse, or were never written down. Those catalogues are about to go quiet on the surfaces where more and more buying now begins, and the stores that fix their data first are the ones the machines will name.

inparticular is founded and led by Neil Mortimer, a digital product strategist. He spent his career in digital innovation and technology strategy in the events and experiential sector, as Digital Innovation Director and Senior Producer at agencies including WONDER London, and consulting on technology integration for global campaigns and events.

That work now points at one shift. AEO/GEO are changing how products get discovered, and an AI can only answer from what it can actually read. Most catalogues can't be read. When a store's data is thin, an AI guesses at the specification, and a guess sends the shopper somewhere else.

inparticular closes that gap for any store, turning unstructured, text-heavy catalogues into clean facts a machine can use. It works only from the store's own copy and named authorities, cites every value and invents none, so an AI recommends your products from proven fact rather than a guess.

Say hello at hello@inparticular.ai. Back to inparticular