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AI is no longer just a vision for the future—it’s transforming businesses in the present. During the Global Beauty & Fashion AI Forum, industry leaders came together to explore how artificial intelligence is reshaping customer experiences, optimizing operational efficiency, and allowing for hyperpersonalization at scale. The panel, The Great Transformation: How AI is Driving Creativity and Innovation Across All Sectors, was moderated by Rupal Parekh, partner at Work & Co.
Panelists Kat Garcia, Co-Founder at Ground; David Silbergleit, CEO of PIMs; and Remi Rouane, VP International and General Manager Digital at Inovshop discussed how brands can strategically adopt AI to enhance each step of the consumer journey, from digital experiences to in-store interactions.
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Building Smarter Customer Journeys
According to Kat Garcia, AI-driven success begins with understanding the customer. “There’s predictive behavior that can allow us to better understand and cater experiences to help companies grow,” she noted. Garcia described AI as a three-tiered strategy:
- Predictive AI to understand and anticipate consumer needs,
- Agentic AI to automate and enhance personalization, and
- Generative AI to create better experiences once a brand truly understands its audience.
By structuring AI adoption with this strategy, brands can avoid adopting technology too quickly and instead build AI solutions on a deep understanding of their customers.
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Personalization at Scale
At the panel, David Silbergleit emphasized the power of AI in creating meaningful brand experiences where it matters most. “It’s all about creating an experience and a memory that’s from the unpackaging moment,” he said. “The more data you have, the more you can speak to somebody and personalize something.”
However, Silbergleit mentioned that brands should also prioritize collecting their own data so they don’t appear intrusive or leave consumers wondering how AI accessed their information. Speaking to customers that are already loyal to you and creating a community around your brand creates a natural foundation for personalization without crossing boundaries.
With that foundation in place, AI can comfortably tailor recommendations and messaging. This makes mass communication feel individual, like the brand is listening to each customer to build brand loyalty.
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AI as an Icebreaker in Retail
From a retail perspective, Remi Rouane described how AI can enhance human interaction to create an icebreaker between a salesperson and a customer in store. When a customer enters a store, salespeople ask, “How can I help you?” and most times the shoppers say they don’t need help, he explained. Perfect’s Skincare Pro creates that specific moment at the beginning of the shopping journey when you arrive in the shop and the employee can offer a skin analysis to break the barrier and start a meaningful conversation.
Rouane highlighted that AI-driven tools help justify purchase decisions by providing customers with data-backed insights. “The technology is not here to totally replace but just to enhance.”
Conclusion: Smarter Experiences Through AI
Across beauty, fashion, and retail, it is clear that AI adoption requires both strategy and sensitivity. By combining predictive insights, responsibly collected data, and digital tools, brands can support in-store interactions and enhance customer experiences in a way that feels intentional and seamless.
From the point of discovery to the unboxing moment, AI enables brands to connect with their consumers in a more meaningful way. By putting customer understanding at the core of their AI strategies, brands will be better positioned to enter a future defined by thoughtful, smarter technology.
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