Navigating Natural Friday Edition
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JUNE 06, 2025









Bot meets bottle: AI shines light on supplement shelves

Overwhelmed by tinctures and capsules, the author turns to AI for guidance in the vitamin aisles. Then, he checks with a human expert to see how the advice stacks up. The result? Insights, laughs and caveats.

Douglas Brown Douglas Brown, Senior Retail Reporter

When I'm staring at a grocery shelf trying to choose a canned tomato brand or a pint of plant-based gelato, my brain lights up. I size up the organic tomatoes and might hunt for Italian imports. Do I feel like pistachio or strawberry gelato tonight? Happy vibes prevail.


But when I encounter the supplements section, the gleam dims. If a sigh could slip into jeans and a t-shirt and trudge down a grocery aisle, that'd be me.


It's work. For me the supplement shelves stand as the store equivalent of an Excel spreadsheet—an eruption of dark, confusing things, on display.


But just as I recently stalked the food aisles of the Natural Grocers store in Boulder with a bot by my side, asking it for details about everything from alt-milk to hot dogs, I also brought it along for a tour of Supplement Land.


And just like that, the waltz through the province of pills and potions pivoted from spreadsheet to soirée. The chatbot made supplement shopping kinda fun.


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Bot vs. bottle, continued...

To get the skinny on those powders, capsules, tinctures and gummies, I started by taking photos of different sections, such as adaptogens or functional mushrooms, and asked the bot to lead me through the labyrinth of products. It delivered thousands of words of commentary, including gems including: take maca root for "more sex mojo" and "your liver is a badass built-in detox organ, and it doesn't need some trendy supplement to do its job."


But we know that chatbots hallucinate—that they broadcast blazing confidence about statements that sometimes are simply not true. So after collecting my bot's analysis of Natural Grocers' supplements section, I sent its observations to Geoff Brokx, the chain's nutrition and quality standards manager.


He said that AI-generated guidance, "can be a good starting point for consumers who are new to dietary supplements." And then he dug into my bot's detailed breakdown of the shelves.


Read on to find out what the bot said and if it was right

 
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