AI-Driven Personalization in Beauty Retail

Abstract

This study explores the evolving beauty industry transformed by technology, focusing on how personalized artificial intelligence (AI) shapes customer experience, satisfaction, and loyalty in online beauty shopping. Through semi-structured interviews with 10 Portuguese female online buyers aged 18-30, it reveals the importance of understanding and meeting customer preferences in a fast-paced digital environment. The research highlights the crucial role of personal experiences and trust in influencing customer satisfaction and loyalty. It examines the impact of AI-based recommendations and interactions at every stage of the online shopping experience. The findings offer valuable insights for beauty brands, emphasizing the necessity to adapt to technological advances, thrive in the digital landscape, and meet consumers' evolving digital aspirations.