Gen AI Surpasses Social Media for Beauty Recommendations

According to a new study by Accenture, generative AI has officially taken the lead as the go-to source for beauty recommendations—overtaking old standbys like in-store consultations, social media influencers and even trusted friends and family.

Released today, the study (based on insights from 18,000 consumers, including 1,400 beauty shoppers) reveals how AI is rapidly transforming the way people discover, engage with and stay loyal to beauty brands.

Some of the most interesting stats: 76% of beauty consumers are open to a trusted AI-powered personal shopper; 75% of consumers want beauty brands to make them feel special by remembering them personally; and nearly 1 in 2 (42%) consumers would switch to a beauty brand that could proactively anticipate their needs. 

The trends indicate that beauty brands must increasingly turn to artificial intelligence to deliver more personalized, anticipatory and emotionally resonant experiences. In an industry where consumer expectations are rapidly evolving, AI offers an opportunity not merely to keep pace, but to surpass those expectations, fostering deeper brand loyalty and driving sustained growth in an increasingly competitive marketplace.

“When consumers trust AI, every interaction becomes an opportunity to deepen, or lose, that relationship,” said Audrey Depraeter-Montacel, Global Beauty Lead at Accenture, in a release. “With consumers already using gen AI to inform purchase decisions, beauty brands must take an active role in the Large Language Model ecosystem—a network of models, platforms, and data sources—or risk being misrepresented, or worse, excluded from consumer consideration entirely.”   

“This technology not only meets consumers where they are but also offers a level of personalization that can deepen brand loyalty and drive repeat purchases,” Depraeter-Montacel adds.