Impact of Artificial Intelligence in cosmetics

AIs have crept in - are they threatening our jobs and industry or are they the new holy grail of growth?Dead is as good as dead. Two years ago all the focus was on the ill-fated metaverse, but who cares anymore. Nowadays, not a day goes by that someone comes and tells me that there is an AI that does something, and that basically we are all obsolete and blah blah blah....But let's see, what's behind all this agitation and let's see how we can take advantage of it in the cosmetics world, which is what matters here.So I will give some insights from the point of view of product creation, product design and finally product promotion. Of course, we will review some well-known brands with powerful initiatives and see what their key points are. In closing some personal conclusions, tips and things I have in my head, strengths and weaknesses?First, where are all these IAs coming from that I hadn't heard about?IAs have been with us since the 50's and have been evolving little by little, but it has not been until about 10 years ago that they have not made an exponential growth.How they work, without going into detail because this is not the place, and to explain in a very simplified way, would be to imagine them as the Autocomplete of our mobile, which knows what we are going to write by the statistics of our use, because the AI is nothing more than a very powerful autocomplete and connected to a huge knowledge base.https://qbi.uq.edu.au/brain/intelligent-machines/history-artificial-intelligenceHow can we take advantage of IAs in cosmetics?The first thing we see is that it has served as a tool of change and modernisation for the Beauty industries, and is impacting, in a very powerful way, on the creation, development and promotion of new products.Here are some figuresThe size of the beauty and cosmetics market is already estimated at 571 billion in 2023, which should increase to 663 billion in 2027.The global beauty and cosmetics artificial intelligence (AI) market was valued at $2.7 billion last year and is expected to reach $13.3 billion by 2030. That's practically 10X growth, so something is happening....So, global artificial intelligence is on the rise in the beauty industry, with an expected compound growth rate of almost 20% per year.Image designed with Artificial Intelligence @juancampderaDevelopment of product with AIArtificial Intelligence and formulation. There are numerous applications of the technology in this field and for example they help with formulation, stability testing, inspection or supply of raw materials.Testeo Without proofs in animals, Smarter Sorting. uses IA to speed up and shorten the time for stability testing, which is a mandatory and tedious step in formula development.Prediction of stability of the formulation. Coptis Employs the AI to speed up and recortar the time of proofs of stability, that are a compulsory and tedious step in the development of formulas.Inspection for products. It was Vision, AI for inspection, traceability and automation solutions for pharmaceuticals and cosmetics.Platform of prime matters cosmetic degree. Merck Surface Solutions AI-enabled platform to explore pigments, cosmetic actives, sunscreens and functional materials.Formulate scents. Philyra - Symrise or Firmenich's Scentmate are AI applications that can speed up the creation process from weeks to minutes.Image designed with Artificial Intelligence @juancampderaProduct design and branding through IAsSurely you have seen these fantastic images generated by IAs. Can they help us in the creation of our next launch, our new brand or new packaging? The answer is Yes and No, let's see.Privacy and image rights, Most of the AIs generating designs, are in open environments, without privacy, collaborative and free of rights, The justice in the United States determined that the images generated by the AI of Midjourney can not be registered with copyright, so they could not be copyrighted or have an exclusive use of their rights. The actual solution for professional use exists, but you will have to have your own server and your AI trained for your brand.Production files. Another weak point is that, for the moment, AIs only produce medium resolution images and not technical files, final arts or CAD, with minimum quality to consider production.Testing. They are very useful and agile for testing, quick tests, mockups visualization, moodboards creation, etc... and they are a good tool for this.The leading AIs in image generation are Stable Diffusion, Dall-e2, Midjourney and finally the Adobe Suite with its all powerful Photoshop, which I bet will lead the category soon.Image designed with Artificial Intelligence @juancampderaCommunication, promotion and salesWe are in the era of data. Brands today must be experts in their study, these tools help in the segmentation and parameterisation of communication campaigns, digital marketing will be hyper-targeted or it will not be.Capture of customer information and behaviours, through AI we can study our users in detail, being able to map the shopping experience, so that every day we can be closer to our customers.Online monitoring, SentiOne this AI takes care of Social Listening and gives us analysis of feelings and purchase intention in networks.Online training. Training is essential for sales, Plei drv Phytolab presents the first training platform with AI, focused on professionals in the beauty sector.Content creator for social media. There are many AI tools that help to generate content, from Copywrighting with ChatGPT to the creation and adaptation of creativities such as banners and ads with Jasper. Also noteworthy are the applications of Canva and Microsoft Designer for their ease of use and high diffusion.Video avatars. Video content is one of the most demanded nowadays in social networks, these applications, D-ID, Synthesia, which are supported by AI, generate videos with your avatar and make it act and speak in the language you indicate.Image designed with Artificial Intelligence @juancampdera Experiences in Retail personalisedThe point of sale is filling up with AI-supported applications that offer personalised and guided shopping experiences, I'll list some of the most popular ones and their main functionalities.Martiderm active mirror. Intelligent mirror at the point of sale that accompanies the shopper through the selection and prescription process in a personalised way.Airparfum 3.0 by Puig. It allows you to discover which fragrances you like with a few simple questions and tests, as well as generating your olfactory profile and giving you the best recommendations for you.Sym'index for sensitive skin by Symrise. What if you could develop an objective analytical tool based on AI and hyperspectral image analysis to rate skin sensitivity with a high correlation to self-assessment?iMstant PRO. From a photo, and allows visualisation of the accumulated damage, so that the professional can prescribe a cosmetic treatment adapted to the specific needs.Skin bliss. It recommends products in a personalised way through a detailed evaluation of the skin and skin care habits.Skin scanner Naos. Personalised product recommendation, creation of profiles, geolocalised plus loyalty club.AirParfum 3.0Ai Virtual try onsAnother of the points where the AI has had a big success is with the virtual TryON. They are the easiest way to experience with new products. The aplicativos allow to see how remained us the different tones of makeup, colours of hair or bases, of way ultra easy and from the comfort of house.Between these aplicativos stand out, Virtual Artist by Sephora, Nivea Skin Guide or the app MAC Cosmetics for example.Virtual Artist by @SephoraThen they are the AI a threat or an opportunity?As we have seen the scope of the technology is brutal, has put in all the fields of the cosmetic and this recently finish to begin, the impact foresees in the order of the creation of Internet, some it auguran elder still. Another thing is concerning the catastrophism and fear that proclaims in this regard.Two weeks ago it was doing of speaker in a The NTWK Summit the greater European symposium on platforms, ecosystems, AI and technologies disruptivas in general.In one of the tables, proclaimed that thanks to the AIs at last all the intelligence of the humanity would be near at hand of any one and that in definite all the humans could be intelligent. This did me reflexionar and ask.If this was like this, the intelligence would be a Commodity and no longer would have any value, neither would generate any difference between individuals, companies or marks.So neither short neither lazy ask him to the speaker, Which will be the value then, as we will generate a proposal of attractive value, as we will build differentiation, if the intelligence did not go to be important?After debating a while, the conclusion was that it would be the most human qualities like the creativity, the improvisation or the irrationality those that would contribute the difference.Concluding, at the end close the circle once again, lto technology as you see will be a big tool, that will allow us step more in the evolution like species and have to bet by her, this yes, to generate value and differentiation will have to bet by us and go back to be more human that never.Image designed with Artificial Intelligence @juancampdera

Impact of Artificial Intelligence in cosmetics

Technology will be a great tool, which will allow us to take another step forward in our evolution as a species, and we have to bet on it

Juan Campderà

Partner founder and CEO in Aktiva Brand Experience Design