Beauty Giants Race to Own AI Shopping Moment

Leading beauty brands are strategically integrating artificial intelligence into customer shopping experiences, aiming to capture purchase intent directly. Sephora has launched an application within ChatGPT, while Fenty Beauty has developed an AI advisor on WhatsApp. Ulta Beauty is deploying agentic commerce across Google's AI platforms. These initiatives signal a significant shift in how consumers may discover and purchase products, moving away from traditional search engines towards AI-driven interactions. The beauty industry is actively pioneering this new frontier in e-commerce, leveraging AI to enhance personalization and drive sales.