AdLift wins Baby Forest SEO mandate amid shift to AI-led search discovery

MUMBAI: India’s digital marketing landscape has received a fresh spark as AdLift has secured the SEO and content marketing mandate for Baby Forest, marking a strategic push into AI-led search optimisation.

The partnership arrives at a time when India’s premium baby care segment is expanding rapidly, fuelled by rising demand for natural and Ayurveda-inspired products alongside growing digital-first parenting habits. As discovery patterns evolve, brands are increasingly looking beyond traditional search rankings towards AI-driven visibility across platforms.

Under the mandate, AdLift will lead Baby Forest’s organic growth strategy, blending conventional Search Engine Optimisation with newer frameworks such as Answer Engine Optimisation and Generative Engine Optimisation. The focus will include technical SEO, content ecosystem development and improving visibility across AI-powered discovery tools including ChatGPT, Google Gemini and Perplexity AI.

The objective, according to the company, is to strengthen category authority, improve high-intent discovery and drive measurable growth through organic channels in an increasingly AI-mediated search environment.

Speaking on the partnership, AdLift co-founder and CEO Prashant Puri said, “Search is no longer limited to blue links. Consumers are now discovering brands through AI-generated answers and recommendations. With Baby Forest, our focus is to ensure strong visibility across both traditional search and emerging AI platforms so the brand remains present wherever decisions are made.”

He added that AI-led SEO is expected to become a key driver of organic revenue growth over the next 12 to 18 months, particularly in trust-led categories such as baby care where information quality directly influences purchasing decisions.

From the brand side, Baby Forest head of digital marketing Onkar Singh said, “As we scale, organic search remains a critical growth driver. AdLift’s approach to combining content with AI-led search strategy aligns with our goal of reaching conscious parents throughout their journey.”

The baby care market in India continues to see strong growth, driven by increasing preference for Ayurvedic, toxin-free and scientifically backed formulations. At the same time, consumer journeys are becoming more research-heavy, with parents relying on detailed online content before making purchase decisions.

With this mandate, AdLift further strengthens its positioning in the fast-emerging AI search optimisation space, where brands are racing to secure visibility not just on search engines but across generative AI ecosystems.

As search itself undergoes a quiet transformation, this partnership signals a broader shift in how brands aim to be found, understood and recommended in the age of intelligent discovery.