AI at the Checkout: How Retailers are Delivering Personalization at Scale with AI

As the beauty industry evolves, personalization is becoming crucial in driving brand loyalty, and artificial intelligence is making it possible at scale. During Perfect Corp.’s Global Beauty and Fashion AI Forum, industry experts gathered for a panel titled “AI at the Checkout: How Retailers are Delivering Personalization at Scale,” to discuss how brands are using AI-powered technology is enhancing consumer experiences.

Moderated by James Manso (Beauty Market Editor at WWD), the panel featured Karla Nedeski (Director of Merchandising at Starboard Group), Noah Rosenblatt (President of BEAUTYSPACE), and Anna Mayo (VP of NielsenIQ), who shared how AI is helping retailers meet growing consumer demand for data-driven, hyper-personalized experiences.

The Key to Creating Moments That Matter

According to Karla Nedeski, consumers are motivated by three key desires: discovery, trust, and personalization. Whether shopping on land or at sea, these three desires drive engagement and spending, especially in vacation settings where travelers spend up to 20% more than the average customer.

For Starboard Cruise Services, AI-powered tools like Perfect Corp.’s virtual try-on technology are bridging the gap between “trying” and buying,” enabling guests to explore new products that might not be available elsewhere. Hyper-personalization is everything. “It is the future for beauty, it’s the future for cruise retail,” Nedeski said, emphasizing how technology allows brands to anticipate and adapt to consumer needs efficiently.

Serving Experience in Luxury Retail

At the luxury level, experience is what keeps consumers coming in—they want to learn something from the in-store experience that’s not necessarily available online. In an increasingly competitive retail landscape, brands should leverage AI-driven technology, from online opportunities to in-store activations, to drive emotional connections and more loyal relationships.

On the other hand, Noah Rosenblatt noted the importance of authenticity when adopting new technologies. “When brands are looking to incorporate AI into their experience, they have to be true to who they are as a brand.” Timing and brand identity are important to consider for successful AI integration.

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The Rise of Ecommerce

Recently, there’s been a shift towards ecommerce in beauty and fashion retail. Amazon is the top and fastest-growing beauty retailer, with emerging platforms like TikTok Shop and Costco reshaping how consumers discover and purchase products. “Amazon is this place for replenishment and those tried-and-true purchases. TikTok Shop is the total other end of the spectrum and it’s all about discovery,” said Anna Mayo of NielsenIQ.

Consumers are becoming drawn to a “treasure-hunt” shopping experience, where there’s always something new to discover that can translate digitally to social media and user-generated content. AI can play a central role in this by anticipating preferences and helping brands deliver the right products at the right time.

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Conclusion: The Future of Personalized Retail

Across every channel, AI is helping brands shape the next era of retail, enhancing personalization and supporting in-store experiences. As consumers turn to AI-powered tools to guide product recommendations and personalized routines, brands that leverage this technology will stay ahead.

Perfect Corp. is leading this shift, empowering retailers and brands to deliver better experiences unique to each shopper. From physical storefronts to digital sites, AI at the checkout is becoming the standard for customers.

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