Using AI and science to strengthen trust in organic cotton

Sector and focus area

Sustainable textiles, organic cotton, certification integrity, AI and satellite technology

Context and challenge

For a global certification standard, credibility depends on showing that robust assurance can keep pace with changing technology and industry expectations. The Global Organic Textile Standard (GOTS) wanted to reinforce its sector leadership by demonstrating a cutting-edge approach to strengthening organic cotton certification.

The opportunity came through the launch of a pilot with the European Space Agency and Marple AI. The innovation combined AI and satellite data to support the identification and monitoring of organic cotton fields. But the technical nature of the story risked limiting its relevance to specialist audiences.

The communications challenge was to make the pilot clear and compelling without losing its substance, while securing meaningful earned media attention that would strengthen GOTS’ authority beyond the textiles sector.

Approach and strategy

The strategy translated a complex technology story into a practical narrative about trust, innovation, and the future of organic cotton certification. Rather than treating the pilot as a niche technical development, the campaign positioned it as evidence of how GOTS was advancing the integrity of certification.

Outreach was tailored across fashion, textiles, sustainability, business, technology, space and Indian national media. This multi-sector approach created several credible routes into the story and helped the pilot reach audiences interested in both textile standards and emerging technology.

Proactive commentary, written and video interviews, and responsive media engagement placed GOTS experts at the centre of the coverage, building authority around both the innovation and its wider relevance.

Work delivered

• A clear media narrative translating AI and satellite data into an accessible story about strengthening organic cotton certification.
• Tailored outreach across fashion, textiles, sustainability, business, technology, space and Indian national media.
• Proactive expert commentary alongside written and video interview opportunities.
• Responsive media engagement that connected journalists with technical expertise and GOTS spokespeople.

Outcomes and impact

The campaign turned a specialist innovation story into broad multi-sector coverage, helping position GOTS as a forward-looking authority on certification integrity. Coverage appeared in leading and specialist titles including The Hindu, Vogue Business, BusinessGreen, SpaceNews and Ecotextile News.

Strong journalist demand for technical expertise and spokesperson access also demonstrated the value of making GOTS’ knowledge available through credible, responsive media engagement.

Why this work matters

Trust in organic cotton depends not only on the strength of certification, but on the ability to show how standards are evolving to address emerging challenges. By making a complex pilot understandable and relevant, the campaign connected technical innovation with a wider story about credibility and sector leadership.

The result was greater visibility for GOTS across multiple sectors and a stronger public platform for explaining how new technology can support the future of organic cotton certification.