In a presentation presented by Pre, Parham Aarabi, founder and chief executive officer of Pre, looked at how AI agents are transforming beauty marketing, customer personalization and changing multichannel retail strategies.
The Pre team launched three agents: impact agents, personalization agents and product agents, where AI can beneficially help beauty brands.
“Impact agents start with a goal, such as increasing conversions or increasing AI visibility, or you have a new website you want to launch and you want to know if there’s a better way. They start by understanding your brand, your brand’s data and your competitors. From there, they come up with ideas, they simulate and predict the impact of these ideas,” he explained.
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Aarabi likened them to being a parallel strategy digital marketing team that runs 24/7 until they find a solution. He noted that in the same time it takes for a human to try one idea in marketing or e-commerce, the AI agent tries out 10,000 ideas and unlocks optimizations in the process.
Personalization agents start by answering user questions anywhere in the customer journey, Aarabi shared. It could be a promotion on a homepage or on a product page. “The real value is that it gives brands insights into the questions, the prompts and messaging that their customers use and how they engage with conversational AI,” he said.
The more questions and information asked, the more intel is generated and the more personalized the products become. For example, the entire page can be redesigned for a person who asks about sensitive skin products.
“Product agents look at how many retail product pages are not up to date, they may not address user reviews and they may not take into account the brand’s overall strategy. These agents start by comparing a retail product page to the brand’s own page, making sure the information is up to date.” Aarabi said. “Then they read user reviews to make sure that anything that needs to be talked about is addressed.”
Moreover, they can look at competitors to see what messaging or talking points can be updated to benefit the brand. They can also consider the brand’s overall goals: what are the main marketing messages, the primary AI prompts and what limits do the retailers have. Within 10 minutes, the entire product page is redone, Aarabi said.
In partnership with Roc Skincare, the brand has implemented Pre’s AI agents. To increase their market share on ChatGPT and Amazon’s AI assistant Rufus, the AI agents deployed personalization agents on every Roc product page and every Roc routine page.
The results from the partnership over the last three months were that Roc’s website, which is a source of information for ChatGPT, increased by 1,160 percent. Roc’s overall market share on ChatGPT in the antiaging skin care category has increased by 75 percent. Aarabi shared that Roc is the number-one most trusted eye cream, and number-one retinol product on ChatGPT, up from being the sixth most recommended.
“As I speak right now, these agents are simulating more ideas, more strategies to increase Roc’s market share, even more than that 75 percent. That’s what’s so exciting — that they can work 24/7 to keep the optimizations and improve them even more,” said Aarabi.