PARIS – As beauty retailers and brands’ quest for an ever more personalized shopping experience heats up, Sephora has revealed a new AI-enhanced experience with the launch of its app in ChatGPT.

This will first be piloted in the United States to help customers discover and shop solutions suggested to them through curated advice and recommendations.

Take as an example the prompt “Sephora, help me find a foundation for dry skin,” which would enable people to use the Sephora app that appears and makes recommendations based on the customer’s Sephora Beauty Insider account profile if they opt to link their account to the app.

Sephora loyalty rewards and member benefits, including free shipping promotions and samples, remain usable. And in the future, people will be able to check out and make payments within the app.

“With the increased adoption of AI tools in everyday lives, apps in ChatGPT are pushing the boundaries and setting new customer behavior worldwide,” Sephora said in a statement. “Sephora is leading this shift by integrating its unparalleled beauty expertise and point of view into intuitive, AI-driven experiences that meet customers wherever they are.”

ChatGPT and other AI search engines change the way consumers discover products, so brands are developing – and effecting – new visibility strategies in real time.

“At Sephora, we are passionate about assisting our customers with the best beauty advice and curation, wherever and whenever they want,” Anca Marola, global chief digital officer of Sephora, said in the statement. “Today this means piloting the Sephora app on new intelligent channels such as ChatGPT. We are proud to introduce this experience in the U.S. market, with the goal of expanding this globally.”

“Beauty clients around the world are increasingly open to AI-powered guidance, as many use technology to discover brands, trends and routines,” continued Nadine Graham, Sephora North America general manager of e-commerce. “By blending our digital retailer expertise with new AI tools, we are creating new seamless and conversational experience that are not only efficient but helpful for beauty consumers.”

“ChatGPT is increasingly becoming a starting point for how people discover products and make decisions,” said Nick Turley, head of ChatGPT at OpenAI. “This new experience with Sephora explores how beauty discovery and shopping can be more helpful and personalized inside ChatGPT.”

Sephora and OpenAI, alongside customer-facing innovation, are working to explore broader collaboration across the retailer’s operations worldwide.