How Mars Wrigley Is Using Azoma to Lead the Next Wave of AI Retail Search
A Historic Brand Embracing the Future
For more than a century, Mars Wrigley has been synonymous with innovation — from electrifying chocolate production in the 1920s to transforming global snacking culture. Today, Mars is once again redefining what it means to stay ahead of technological change — this time, through AI and Generative Retail Search.
In partnership with Azoma, Mars Wrigley is pioneering how global brands can leverage Generative E-Commerce Optimization (GEO) to drive visibility, relevance, and sales in an era defined by AI-powered search engines and retail shopping assistants.
The Challenge: Search Is Changing Faster Than Ever
Retail search has entered a new era. Platforms like Amazon’s Rufus, Walmart’s Sparky, and ChatGPT Shopping are fundamentally changing how consumers discover products online. Traditional SEO tactics alone can’t keep up with this shift — discovery is no longer driven purely by keywords, but by natural language, context, and AI reasoning.
For a global enterprise like Mars Wrigley, this presented a complex challenge:
How do you maintain visibility and brand consistency across dozens of retailers, hundreds of SKUs, and billions of potential AI-driven interactions?
The Solution: Partnering with Azoma to Power GEO
To stay ahead, Mars Wrigley partnered with Azoma — the leading platform for Generative E-Commerce Optimization. Together, the two teams have been building a strategy that helps Mars:
Monitor and optimize retail search visibility across Amazon, Walmart, and emerging AI assistants like Rufus and Sparky.
Unify SEO and GEO strategies, aligning product content, PR, and marketing to the new AI search ecosystem.
Upskill teams globally, helping Mars adopt and operationalize generative AI in everyday workflows.
Test and learn at scale, identifying partners and technologies that can drive measurable results across multiple markets.
What Makes GEO Different from SEO
Traditional SEO focuses on optimizing for fixed algorithms and keyword queries.
GEO, on the other hand, is about optimizing for AI conversations — understanding how retail agents interpret user intent, sentiment, and contextual relevance.
With Azoma, Mars Wrigley can:
See how its products appear within AI-generated responses on retail sites.
Track citations and link visibility across dynamic AI systems.
Understand what sources and signals matter most to each retailer’s algorithm.
Adapt creative and product content to align with AI-based shopping journeys.
This marks a major shift in how global brands manage discoverability — from static listings to interactive, AI-first retail experiences.
The Results: A Future-Ready Retail Search Strategy
Since adopting Azoma, Mars Wrigley has accelerated its global approach to AI-driven retail discovery. The partnership has enabled:
✅ Optimized content generation at scale (PDPs, recipes, blogs etc)
✅ Clearer collaboration between content, PR, and digital commerce teams.
✅ Early-mover visibility on platforms like Amazon Rufus, Walmart Sparky, ChatGPT and Gemini
✅ A repeatable playbook for GEO success across global markets.
As Bradley notes,
“I do have to obviously toot Azoma's horn as an excellent partner that is adapting as quickly as the space is adapting".
Looking Ahead: Building the Future of Retail Search
The collaboration between Mars Wrigley and Azoma demonstrates what’s possible when a heritage brand embraces cutting-edge technology. As AI continues to reshape online retail, GEO is emerging as the new frontier for digital commerce strategy.
Together, Mars and Azoma are not just optimizing for search — they’re defining the playbook for how brands thrive in the age of AI.
About Azoma
Azoma is the global leader in Generative E-Commerce Optimization (GEO) — helping the world’s most ambitious brands stay visible, relevant, and competitive in the age of AI-powered retail search. From Amazon to Walmart, Azoma enables marketing and e-commerce teams to understand, adapt, and win within the new AI discovery ecosystem.
Book a demo with our team to find out more.
Article Author: Max Sinclair
About the Author: Max Sinclair is co-founder & CEO of Azoma. Prior to founding Azoma, he spent six years at Amazon, where he owned the customer browse and catalog experience for the launch of Amazon in Singapore, the rollout of Amazon Grocery across the EU. Max is also host of the New Frontier Podcast, and is an international speaker on AI and e-commerce innovation.
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