What's Happening?
Beauty brands are increasingly adopting 'Generative Engine Optimization' (GEO) to improve their visibility on AI platforms like ChatGPT. This trend, known as the 'ChatGPT glow-up,' involves consumers using AI to receive beauty advice, from skincare routines to makeup recommendations. With over 700 million weekly users on ChatGPT, brands are investing in GEO to ensure their products are recommended by AI. This involves refining online information to be picked up by large language models, a practice more complex than traditional SEO. Companies like Estée Lauder and L'Oréal are exploring GEO strategies to enhance their AI search visibility.
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Why It's Important?
The shift towards AI-driven beauty recommendations signifies a major change in consumer behavior, particularly among Gen-Z shoppers who prefer AI over traditional search engines for skincare advice. This trend challenges beauty brands to adapt their marketing strategies to remain competitive. The potential inaccuracies in AI-generated recommendations pose a risk, as consumers may rely on these suggestions without fact-checking. Brands that successfully implement GEO can gain a competitive edge by being prominently featured in AI-driven searches, potentially increasing sales and brand loyalty.
What's Next?
As AI technology evolves, beauty brands will need to continuously refine their GEO strategies to maintain accuracy and visibility. The integration of paid marketing into AI platforms like ChatGPT could further influence generative answers, requiring brands to adapt to new advertising models. Companies may also focus on enhancing their credibility through traditional media sources, as these are crucial for AI datasets. The ongoing development of AI platforms will likely lead to more sophisticated GEO practices, testing consumer trust in AI recommendations.
