Should I remove every adjective from my product pages?

No. Adjectives carry your brand's voice and help people feel the product, and there is no reason to lose that. The fix is to pair each descriptive phrase with the facts behind it, so an assistant has something concrete to repeat.

Do I need to cite sources on a product page?

Not for ordinary specifications like dimensions or materials. For claims that go beyond the product itself, such as clinical results, environmental benefits or certifications, name the standard, the lab or the certifier, and link to a page with the details. That is what makes the claim checkable.

Does the EU green-claims ban affect stores outside the EU?

It applies to commercial practices aimed at consumers in the EU, so a Shopify brand selling into EU markets needs its claims to comply there. Brands elsewhere are not bound by it, but specific, provable claims are still the ones AI assistants can repeat with confidence.

What if a claim is true but hard to prove publicly?

Say what you can show. "Made in our own workshop in Porto" is provable; "the most sustainable workshop in Europe" is not. A smaller claim that an assistant can repeat accurately is worth more than a larger one it has to hedge.

August 1, 2026· 7 min lettura

Why AI Assistants Repeat Facts, Not Adjectives: Writing Product Pages They Can Quote

Di Olivier Leclerc

Redatto con l'IA, rivisto e pubblicato da Olivier Leclerc.

Premium, eco-friendly and clinically proven give an AI assistant nothing to repeat. How established brands turn product claims into facts, and what the EU's green-claims rules change from 27 September 2026.

Why AI Assistants Repeat Facts, Not Adjectives: Writing Product Pages They Can Quote

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