{
  "id": 6098636,
  "title": "How clinical research is being used as a growth engine",
  "url": "https://urgent.news/2026/09/07/how-clinical-research-is-being-used-as-a-growth-engine",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-07T04:00:00.000Z",
  "source": {
    "name": "Modern Retail",
    "slug": "modern-retail",
    "url": "https://www.modernretail.co/operations/how-clinical-research-is-being-used-as-a-growth-engine/"
  },
  "original_language": "en",
  "account": "In an age where companies allocate significant sums to high-profile marketing campaigns, a growing number of businesses are directing comparable investments towards scientific research. AG1, a nutritional supplement brand, exemplifies this trend with its recent launch of AG1 NextGen. Before its release, the company conducted four clinical trials to validate the product's efficacy in addressing nutrient deficiencies and promoting gut health. Following the product's introduction, AG1 committed $20 million to fund research and clinical trials over the next three years, focusing specifically on gut health and nutrient deficiencies. AG1's CEO, Kat Cole, emphasized the strategic value of this research investment during an interview with Modern Retail. She likened it to a brand investment, noting its potential to attract customers and counteract misinformation surrounding the product and broader topics of nutrition and science.",
  "summary": "Companies like AG1, Ritual and Blueland are investing in clinical research as a way to fuel brand growth. Executives at these companies share why they think it's an important differentiator.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}