# Why AI-powered wellness chatbots will be 'table stakes' for supplement brands, with Thorne CSO Dr. Nathan Price

Page: https://stenobird.com/podcast/rooibos-cosmetics-7044902/why-ai-powered-wellness-chatbots-will-be-table-stakes-for-supplement-brands-with-thorne-cso-dr-nathan-price
Text version: https://stenobird.com/podcast/rooibos-cosmetics-7044902/why-ai-powered-wellness-chatbots-will-be-table-stakes-for-supplement-brands-with-thorne-cso-dr-nathan-price.md
Podcast: [Rooibos cosmetics](https://stenobird.com/podcast/rooibos-cosmetics-7044902)
Published: 2026-04-02T04:00:00+00:00
Episode link: https://www.spreaker.com/episode/why-ai-powered-wellness-chatbots-will-be-table-stakes-for-supplement-brands-with-thorne-cso-dr-nathan-price--71055418
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Duration seconds: 2953

## Resource

As beauty and wellness industry insiders are well aware, the supplement space has exploded in size and scope over the past decade. Stiff competition has driven new ways for brands, retailers and adjacent tech companies to stand out, from third-party certification to award programs, and more recently, the advent of AI-powered wellness chatbots. Last year, Thorne became a first-mover with the launch of Taia, a first-of-its-kind generative AI advisor that lives on Thorne’s homepage. “In the first six months, [Taia has fielded] over 200,000 messages and more than 350,000 product and lifestyle recommendations,” said Nathan Price, PhD., chief science officer of Thorne. “We get about 8% higher average order value for those who use Taia versus those who just visit Thorne’s [website].” Thorne is a supplement category leader launched in 1984 and acquired by L Catterton equity group in 2023 for approximately $680 million. The brand has more than 300 SKUs but no hero product, which is one reason Taia exists. “My primary thesis is that the No. 1 thing we can do to help Thorne as a company is to help the Thorne customer,” Dr. Price said. “If Taia and personalization can meaningfully make it so that the person gets the health outcome they were looking for, we think [Taia is] going to have a very big ROI.” Dr. Price oversaw the creation of Taia, which is trained on Thorne’s internal knowledge database, powered by a team of researchers and doctors, and AI foundational knowledge of health and wellness. For example, Taia can provide insights into common queries around things like gut health, itchy skin or exhaustion. It then provides personalized supplement recommendations, and lifestyle and nutrition tips, and helps users locate informational blog posts or product information on Thorne’…

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