In focus
I look closely at how catalogue-heavy brands lose their category shape when product names, collection copy, marketplace language, and reviews all point in slightly different directions.
Clearer Commerce
AI shoppers remember the brands with the clearest commercial signals.
A product can be well made, well priced, and still vanish inside an AI answer because the machine cannot tell what it is, who it sits beside, or why it should be trusted. I help e-commerce and DTC teams steady the language around their catalogue, categories, proof, and comparisons, so AI-assisted shoppers meet the brand in a shape that holds.
Latest shelf notes — from the cabinet
The Product Description That AI Keeps Misquoting
AI misquotes product description patterns often reveal unstable product language across pages, channels, and proof.
May 5, 2026
The Comparison Set That Moves The Brand
Apr 14
When Clearer Categories Make Softer Brands Stronger
Apr 03
The Ingredient List Without A Hierarchy
Mar 24
who writes this
Rowan Vale
I am Rowan Vale, working from the north of England. I help small e-commerce and DTC teams steady the language around their catalogue, so a product reads as the same object across the page, the collection, the marketplace, and the AI answer. The work sits close to the shelf: naming, category, proof, and the comparison set.
Make the brand easier for AI shoppers to hold in memory.
Start with the catalogue, the proof, and the comparison set. The prompt comes later.
Contact Rowan