Artificial intelligence (Ai) – the perceiving, synthesising, and inferring information demonstrated by machines, as opposed to intelligence displayed by humans – development has reached unprecedented heights recently. As a result, conversations surrounding the security, efficiency and creativity-diluting nature of the technology have been whirring.

However, the government is leading the charge when it comes to changing this perception unveiling its new plan to ‘revolutionise our public services and putting more money in people’s back pockets’ via the wider adoption of Ai. So, there’s no reason why beauty should be left behind.

In the Value of Beauty Report, 2023, Oxford Economics cited the development of Ai as one of the key structural changes/challenges facing the personal care sector.

Major personal care product manufacturers launched Ai beauty applications to help consumers customise their product selection or create bespoke solutions catering to their needs.

And, try-on services are becoming an expected channel of e-commerce. In its report, Revieve writes: ‘With consumers hunting for more personalised solutions to their new online shopping experience, beauty brands are also expanding their product lineups to include Ai-powered platforms.’ Pointing towards its pilot programme with CVS Pharmacy, the Skin Care Centres harness artificial intelligence to assess customers’ specific needs via diagnostic technology tools.

Ai is also being leveraged in other areas of personal care business such as product control, supply chain management, and customer analytics, as seen via Lush’s commitment to Digital Ethics throughout its supply chain.

In light of these developments global spending by retailers on Ai services is expected to grow to £10 billion by 2023 (Value of Beauty, 2023). This is as a result of younger generations accepting the technology with open arms – a survey of Generation Z consumers finding that 68% desire these personalised recommendations for skin and beauty products.

On top of IRL applications and supply chain management, Ai has also become a useful tool for the collection of data by beauty brands. The Value of Beauty Report, 2023 reads: ‘The company’s use of Ai software to support with customers’ queries and to provide them advice has contributed to a 96% customer satisfaction rate. The same company has established a data analytics team that analyses customers’ interaction with the brand at various online touch points. We also heard that the use of Ai was limited in one company’s beauty portfolio and that they instead focused on the use of analytics to understand the performance of digital sales and marketing channels given the wealth of data that was now available.’

Whilst all of this backs Ai as the future of beauty, the tech must be used correctly and beneficially. If data is not collected responsibly, with awareness from the consumer it can be seen to manipulate consumers but could also manifest in biases across the supply chain.

When it comes to the safeguarding of human data, the British Beauty Council urges brands that harness beauty Ai systems – that rely on personal data to work – to be transparent and accountable in collection.

What’s more, how can a beauty industry, that is so reliant on human touch, formulation of textures and unique application maintain success if Ai really does ‘take over’?

In this case, it is useful to look at the rise of automation throughout the second Industrial Revolution and workers fears surrounding loss of employment. At this time, output per worker expanded by 46% between 1770 and 1840 however, the World Economic Forum notes that ‘humans were on hand to supervise the machines’. Thus, Ai can be considered in this way – as an enhancement to human productivity in the workplace.

The Council will continue to work with key stakeholders and policy makers to ensure brands, and their consumers, remain safeguarded in a time of exponential digital development.