This story was originally published by sister site, Modern Retail.

Last July, the period care brand Viv saw its monthly traffic spike by 400%, which “came out of nowhere,” according to Viv’s marketing and design director Kelly Donohue.

After some digging, Donohue discovered that the jump in traffic was driven primarily by Google Gemini and OpenAI’s ChatGPT search recommendations for non-toxic period care. At the time, a study by the scientific journal Environment International came out that found that many popular tampon brands contain heavy metals like lead and arsenic. Many people were asking the AI assistants about toxins in tampons and searching for sustainable period products, which led them to Viv’s blog.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.