By Iolee Anagnostopoulou
The beauty industry has always been quick to embrace new trends and technologies, and artificial intelligence (AI) is no exception. From personalised skincare routines to AI-powered beauty gadgets, the promises of this innovative marriage are tantalising.
However, as with any trend, there’s a darker side: AI-washing. This term refers to companies that liberally sprinkle “AI” over their marketing materials without truly integrating new technology or, sometimes, any at all. So, how much AI-washing is too much, and how does it impact us consumers?
The Rise Of AI In The Beauty Industry
AI has made quite a splash in the beauty world. Companies boast about AI capabilities, from quizzes that promise to generate personalised product recommendations to voice-activated beauty assistants and even robot pedicure machines. These innovations are supposed to make our beauty routines smarter and more efficient, but how many actually live up to the hype?
According to experts, there are three types of AI companies:
1. Native AI Companies
These are the trailblazers, born and bred in the age of AI. They build their products and services with AI at their core from the get-go. For example, brands like PROVEN Skincare use machine learning to create custom skincare formulas based on a vast database of skin types and ingredients.
Another example is HiMirror, a smart mirror that uses AI to analyse your skin and recommend the right products for you. These revolutionise how we approach skincare and promise more effective and personalised beauty solutions.
2. Incumbents
These established beauty brands existed long before AI became a buzzword. They are now incorporating AI to stay competitive and relevant.
For instance, L’Oréal has integrated AI into its product lines through acquisitions like ModiFace, which offers AR beauty apps for virtual try-ons and skincare diagnostics.
3. AI-Washing
Some businesses use “AI” as a magic word to attract consumers who lack background knowledge and cannot see through their babble. For instance, a skincare brand might claim its product is ‘AI-powered’ because it uses a basic algorithm to recommend products based on skin type, a feature that has been around for years.
This is similar to greenwashing tactics employed by companies, for instance, labelling a product as “sustainable” without providing meaningful evidence on the label.
AI is mostly marketing fluff in these cases, with little substance behind the claims.
The Reality Behind The Hype
There’s a significant difference between predictive and generative AI; understanding this is key to seeing through the marketing smoke and mirrors. Predictive AI uses algorithms to make educated guesses about what might happen next based on patterns it has learned from existing data. Generative AI (think ChatGPT) is like a creative machine that can develop new ideas or solutions.
However, many tools marketed as AI in the beauty industry are neither predictive nor generative; they often merely repackage existing technologies with a fancy new label.
Take, for example, a beauty app that claims to use AI to recommend products but is essentially just a revamped decision tree from the ’90s. Such tools aren’t revolutionary—they’re just old wine in new bottles.
It’s essential to be aware of companies that tout AI but lie about the type or rely on traditional methods, essentially AI-washing their offerings to appear cutting-edge.
The Need For Transparency
Transparency in advertising AI capabilities is crucial. Currently, no overarching legislation governs the use of the term “AI” in beauty products or any industry. This means companies can charge a premium for “AI-powered personalisation” when the product is the same as you bought before.
Before buying into the hype, it’s a good idea to scrutinise the technology and ask if it’s genuinely AI-driven and worth the extra cost.
The Harm Of Misleading Claims
Misleading claims can damage consumer trust not just in individual brands but in the entire beauty industry and AI technology. When companies make exaggerated claims, they risk a backlash when consumers realise they’ve been duped. After all, if they can lie about something like this on their product label, it makes people wonder what else they could be lying about.
This erosion of trust can also make people sceptical of genuine AI advancements, which ultimately harms progress.
How To Spot AI-Washing
Look for clear explanations of how AI is used in a product or service to avoid being misled. Genuine AI implementations should offer more than just a buzzword; they should provide a tangible benefit that couldn’t be achieved without the technology.
Ask critical questions, read reviews, and be wary of products that seem to promise too much without substantial evidence to back up their claims.
AI in the beauty industry holds exciting potential, but the prevalence of AI-washing dilutes this. The more labels featuring it, the bigger the need for official legislation and transparency. As consumers, we must be sceptical and discerning, cutting through the marketing fluff to find products that genuinely leverage AI technology.
So next time you see “AI-powered” on a beauty product, take a moment to investigate and ensure it’s worth your investment.