Partnering with Pattern, the leading global ecommerce accelerator, the British Beauty Council hosted an intimate breakfast event examining how AI is transforming commerce in the beauty sector globally, and how brands can leverage it without losing their unique identity.

The session was led by Barney Willis, Global Partnerships Director at Pattern alongside the Council’s Chief Commercial Officer, Jacqui Burchell. Together, they shared insights into how AI is transforming e-commerce, search and brand strategy, before opening the floor to discussion. Senior representatives from The Body Shop, Estée Lauder Companies, L’Occitane and Henkel joined peers from across the industry for an open exchange of ideas.

Discussion centred around a “readiness reality check”. Although experimentation is widespread, scaling AI from pilot projects to operational reality remains a challenge. Attendees discussed the structural and strategic barriers slowing progress – and what meaningful execution truly requires.

Drawing on findings from Pattern’s latest From Insights to Execution in AI-Powered Commerce Report, the roundtable focused on a critical industry gap: while 59% of beauty brands are actively exploring AI use cases, only 27% feel fully prepared for AI to become a primary channel for discovery and purchase.

Protecting brand control in an AI-led discovery landscape was another key theme. As AI powered search and generative engine optimisation surface products across marketplaces and platforms, ensuring authorised sellers are prioritised and brand standards upheld is increasingly complex.

To read the full report, From Insights to Execution in AI-Powered Commerce, visit our reports library.