How AI Is Reshaping Beauty Industry Search Strategies

The New Frontier Generative Engine Optimization

Artificial intelligence has fundamentally transformed global operations, and its impact on the beauty industry is vast. The technology influences everything from ingredient development and marketing campaigns to hiring methods, pushing the boundaries of what's possible. Consumers are also leveraging AI to enhance their shopping experiences, using AI scanners for hair, makeup, and skin analysis, and turning to generative AI for product discovery. A new strategy known as Generative Engine Optimization, or GEO, is emerging as the next major frontier in search. As explained by the analytics firm Spate, tools like ChatGPT have revolutionized information discovery by combining the efficiency of search with the detailed nature of a conversation.

How Consumers Are Using AI for Beauty

Unlike traditional search engines, generative AI excels at providing personalized and educational content. Consumers now trust platforms like ChatGPT to deliver detailed, tutorial-driven beauty recommendations tailored to their specific needs. While Google continues to lead in visual discovery, ChatGPT has become the go-to for bespoke advice, answering complex questions that go beyond simple keywords. This shift indicates a change in consumer behavior, where users seek a more interactive and consultative approach to finding beauty information and products.

Major Beauty Brands Embrace the AI Shift

The world’s largest beauty brands are taking notice and acting quickly. During its February 2025 earnings call, Estée Lauder announced that AI search visibility would become a strategic priority for its Clinique and Origins brands. Similarly, L’Oréal has been actively testing generative AI discovery features through both ChatGPT and Google since 2024. These actions from industry giants highlight the significance of this technological evolution and signal a wider industry pivot towards embracing AI-driven search.

Integrating SEO and GEO for Future Success

In their AI Search in Beauty Report, Spate co-founders Olivier Zimmer and Yarden Horowitz described this period as a pivotal moment for the industry. They stated, "Generative engine optimization (GEO) is emerging as a new frontier in search strategy, alongside traditional SEO that remains essential." They emphasize that the greatest opportunity for brands lies not in replacing one strategy with the other, but in successfully integrating both. This integrated approach will allow companies to capture consumer interest across all forms of digital discovery, from traditional keyword searches to conversational AI queries.