Alongside social media, AI engines have become major sources of information and decision-making for consumers. This paradigm shift is forcing brands to rethink their approaches to visibility, reputation and word-of-mouth. To explore this issue in greater depth, CosmeticOBS spoke to Anne-Cécile Guillemot, co-founder of Dynvibe, a pioneer in social intelligence in France.
CosmeticOBS: AI engines have become influencers. In practical terms, what does this mean for a cosmetics brand that, until now, has relied entirely on its online visibility?
Anne-Cécile Guillemot: We need to put things into perspective. When the internet first emerged, what determined a brand’s choice was its ability to be recognised and listed online: brand awareness campaigns, brand websites rich in content, and SEO (Search Engine Optimisation, editor’s note).
Around 2016–2017, brands shifted their focus away from their websites towards digital campaigns and influencer strategies. Influencers became the key opinion leaders in the beauty sector. And for the past three or four years, AI has been revolutionising everything.
We mustn’t think of this as a trend that’s on the horizon: it’s already here. One in three French people already use AI as part of their purchasing journey. 61 per cent use it to discover products or services. And 42 per cent say that AI instils confidence in their purchasing decisions.
This behaviour is not new in itself: ever since the internet began, consumers have been doing their research before making a purchase. What is new is the channel. You can ask an influencer to talk about your …
