The Brand Touch: Exploring Professional Views on AI in Cosmetics Omnichannel Marketing

Abstract

Background
The cosmetics industry is a growing field within the FMCG sector that has a favorable environment for AI technologies due the large volume of available consumer data. In theory, AI has significant potential to support more seamless omnichannel marketing, however, aligning technological capabilities with strategic objectives remains under explored from an organizational perspective.
Purpose
This research aims to contribute to applied marketing research, to understand the holistic relationship of AI in omnichannel marketing within a defined industry. Furthermore, the objective is to establish strategic implications of leveraging AI in brand owned touchpoints.
Methodology
This paper follows a qualitative mono method multiple case study that consists of 9 semi-structured interviews. More specifically, 8 cosmetics industry professionals and 1 media agency representative. The study constructs its findings inductively, through a phenomenological exploration.
Key findings
The research findings suggest that in the cosmetics industry, there is unexplored value in leveraging AI in omnichannel marketing. Knowledge-, brand positioning-, and organizational barriers limit the strategic use of AI. Furthermore, empirical findings suggest that there is an imbalance of AI as a supportive decision-making function, which may over time, have negative implications for the firm’s overall competitiveness.