For decades, formulators and procurement professionals have relied on traditional methods such as catalogs, supplier lists, trade shows, and endless Google searches to identify the right raw materials. Whether searching for a new surfactant for a formulation or evaluating bulk commodity suppliers for a production line, the process has often been slow, manual, and incomplete.
But the way chemicals are sourced and discovered is about to change forever.
How Formulators Will Search in the Future
Imagine a formulator working on a new personal care product. Instead of typing “cocamidopropyl betaine supplier” into a search engine, they’ll simply ask:
- “What mild, amphoteric surfactants are available in North America with INCI approval and strong foaming properties?”
The AI-driven system will immediately analyze product databases, supplier catalogs, and technical data sheets to return not just products, but structured answers complete with performance data, grades, and supplier availability.
How Procurement Will Source in the Future
Procurement teams won’t be browsing dozens of supplier websites to evaluate options. Instead, they’ll query platforms with prompts like:
- “Show me bulk suppliers of sodium gluconate in the Midwest with rail delivery and Kosher certification.”
The result? A refined list of qualified suppliers, pricing tiers, and logistics options in seconds. The entire vetting process compressed from weeks to minutes.
HEXNET: 20+ Years of Leading Chemical Inquiry Generation
At HEXNET, we’ve seen this evolution before. Two decades ago, we helped Parchem.com scale their revenue by building one of the first SEO-driven chemical platforms on the web. What began as a human-powered process of catalog building, link generation, and inquiry handling is now evolving into something much larger.
Today, our team is training AI Agents that run on automated schedules, taking over the same inquiry-generating tasks humans used to occupy. These agents don’t sleep, they don’t forget, and they continuously optimize how your chemical catalog gets discovered online.
From SEO to AEO, GEO, and ATF
Traditional SEO has always been about optimizing links, metadata, and keyword structures. But in the AI generation, visibility depends on going further. Companies need to prepare for:
- AEO (Answer Engine Optimization): ensuring that AI systems can parse, understand, and return your products as structured answers.
- GEO (Generative Engine Optimization): aligning your catalog so generative AI tools can correctly reference your materials in context.
- ATF (Automated Task Frameworks): ensuring your digital presence is technically sound so automated agents (yours and others) can query, read, and return results.
This means your online product catalog can’t just exist in HTML. It must be capable of outputting:
- Clean HTML with proper internal link structures
- Accurate Schema markup so products are machine-readable
- JSON outputs that enable AI systems to quickly consume and interpret your data
Without this technical foundation, even the best catalogs risk being invisible in the next generation of search.
From SEO to AEO, GEO, and ATF: What’s Changing
| Traditional SEO (Past 20 Years) |
AI-Era Optimization (AEO, GEO, ATF) |
| Focused on ranking in Google search results through backlinks, keywords, and meta tags. |
Focused on being discoverable by AI systems and answer engines that deliver structured responses. |
| Static product pages written for human readers, sometimes missing technical depth. |
Product catalogs designed for machine readability — HTML + Schema + JSON outputs. |
| Manual link building and keyword updates performed by marketing teams. |
Automated AI agents running on schedules, continuously optimizing inquiries and content. |
| SEO optimized for search phrases like “Sodium Gluconate Supplier.” |
AEO/GEO optimized for questions and context like “Show me bulk sodium gluconate suppliers with rail delivery in the Midwest.” |
| Websites designed for human navigation. |
Websites designed for both humans and AI agents, enabling discovery across platforms and future-proofing inquiries. |
Live Examples of the Future in Action
Here are two examples of how HEXNET is already deploying these capabilities for chemical companies:
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These examples show how AI doesn’t replace your catalog or sales team, it amplifies both. It ensures your products are visible, discoverable, and connected to the right buyers at the right time.
Why This Matters for Chemical Companies
The brands that adapt now will win the future. Those that rely on static websites or outdated catalogs will struggle to be found in an AI-driven search environment. But companies that embrace HEXNET’s proven approach, combining 20 years of inquiry-generation expertise with the latest in AI-powered search and SEO, will stay visible, relevant, and competitive.
Next Step
HEXNET has been driving chemical inquiries in the digital age for over 20 years.
Ready to position your brand for the AI generation?
Schedule a strategy session today.
