AI is now my referral system.
Susie Taaffe · Founder, Skanties
Skanties is silky-stretch comfort underwear that adapts to a changing body. A waistband that never digs, no thigh chafe, no compromise.
At a glance
On Shopify, with schema that technically existed but told AI nothing about who Skanties is for. Asked for the best underwear after IVF, ChatGPT named three other brands.
RAMMP Agent rebuilt the site in 8 days, kept Shopify for checkout, and added pages for the moments customers search from.
In a market full of big brands, ChatGPT now recommends Skanties when asked, and ranks it first for IVF bloating.
The problem
What was in the way
Skanties is built for bodies that change: IVF, surgery, bloating, every ordinary day. Its customers say so. AI didn't know.
The Shopify store had the schema elements AI looks for, but they described products, not what the brand stands for or the moments someone would want it. At face value it looked complete. It wasn't telling the story.
What we did
How RAMMP fixed it
- 01 · Diagnostic
Measure first
A Brand Trust Score of 50.3, with The Arrival (Marketing) at 5.3: buyers and AI barely knew Skanties existed.
- 02 · The Arrival / Marketing
Pages for the moments
Pages for the moments people search from, so “I feel bloated” is enough for Skanties to come up.
- 03 · The First Impression / Branding
Tell AI the whole story
Structured data rebuilt around who Skanties is for and what it stands for, not just what it sells.
- 04
Keep Shopify for checkout
A new front end, with Shopify still running commerce. Built in 8 days, live 13 August 2026.
The result
What happened next
Skanties sells against far bigger brands, which makes it harder for a small label to cut through. Asked about Skanties for IVF, ChatGPT now calls it a better fit than the brands it first named, and ranks it first for IVF bloating.
I don't need to make a first impression in 0.1 or 0.3 of a second. I'm actually being suggested. So it's nearly like a referral system.
Read the video transcript
It's definitely the AI discoverability component and having all of those extra pages in there that it can use to actually get to know the brand. So instead of me just having what is the first impression that much time, I'm actually embedding myself into search engines where people are hunting down for this specific product. So I don't need to make a first impression in, is it 0.1 or 0.3 of a second or whatever? I'm actually being suggested. So it's nearly like a referral system.
And I think one of the things we found when we did the original analysis of Skanties on Shopify is that while you technically do have the schema elements that you need inside the AI, they're not actually structured in a way to represent your brand and what it stands for and what all the moments are where people would be looking to have you as the answer and the trigger moment for the purchase. And because of that incomplete schema, at face value, it looks like, yeah, I've got the elements, but actually it's not telling your story in the right way when it's- Set as a goal for the project, which is how do we go from being not really visible in AI for the things we want to be visible for, to showing up as one of the preferred choices. And ideally, we've got that probably down to four to seven days. So I'm excited to see that come to life.
Like to find your pair for this, but it's also the real goal for these moments pages are to provide the information to the AI so that you show up when people are- That's right ... searching things like, "Hey, I feel bloated. What can I..." I feel bloated. That should be enough for Skanties to come up as a solution. Yeah.
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