Generative Artificial Intelligence

EURO COSMETICS Magazine • Generative Artificial Intelligence • John Jimenéz • John Jimenéz
John Jimenèz
Senior Researcher at Belcorp Colombia

Mirror, mirror… who is the prettiest in the kingdom…? This well-known phrase is the central question in the fairy tale of Snow White by the Brothers Grimm, published in 1812 and brought to the big screen by Disney in 1937 under the title “Snow White and the Seven Dwarfs”. We are entering 2024 and the mirror we have in our bathrooms is not going to tell us if we are the prettiest in the kingdom… or is it? Baracoda’s BMind mirror has received the innovation award in the smart home category at CES 2024. It is a bathroom mirror capable of analysing the mood of the person looking into it based on expressions, gestures and voice tones, which it captures using a camera and a microphone. Once the diagnosis has been made, it offers phototherapy sessions, guided meditations and will even tell you that it thinks you are handsome. Self-esteem injected via artificial intelligence. The aim is to control stress, calm anxiety, reduce insomnia and produce well-being. All thanks to generative Artificial Intelligence. The wellness market was worth U$ 5243 billion in 2022 and has a projected value of U$ 8945 billion in 2032, with a projected CAGR of 5.5% over this period. Such a market size is known as the “wellness economy” and is just one of the opportunities of generative IA, which had an estimated value of US$ 11.3 billion in 2023 and a projected value of US$ 76.8 billion by 2030 with a staggering CAGR of 31.5% over this period. This high-growth market represents a huge opportunity for cosmetics.

In 2024 we will see an impressive rise of generative AI. Studies indicate that consumers fear that humans will be replaced by technologies. The reality is that AI will amplify human capabilities, but not replace them.

Cloud.google.com provides an interesting definition: “Generative AI or generative artificial intelligence refers to the use of AI to create content, such as text, images, music, audio and video. Generative AI uses basic models, large AI models, which can work on various tasks and perform preconfigured tasks, such as summaries, questions and answers, classification, etc. Moreover, by requiring minimal preparation, basic models can be adapted to concrete practical cases with very little example data”. The portal also points out that generative AI processes large amounts of content and provides valuable information and answers through text, images and user-friendly formats. Generative AI can be used for:

  • Improve customer interactions through enhanced chat and search experiences.
  • Query vast amounts of unstructured data through conversational interfaces and summaries
  • Help with repetitive tasks such as responding to requests for proposals, localising marketing content in several languages and checking customer contracts for compliance

In another recent publication the Puromarketing.com portal states: “Generative AI will bring improvements and help in a multitude of processes and routines, such as campaign creation, media planning, performance evaluation and advertising control. AI will produce faster responses, real-time query resolution and big data analysis, tighter predictions, process improvement and automation, personalization, greater collaboration between work areas, help with data visualization and merging, and agility in delivering results, among other benefits. All this will lead to a necessary realignment and adaptation of users in the performance of their work”.

At the recent CES 2024, several technological innovations were also presented where generative AI was the protagonist in products that have cosmetic applications. In this regard, the portal revistaeyn.com comments that “Generative Artificial Intelligence, capable of responding and analyzing like a human brain, will be incorporated more this year into refrigerators, cars, beauty products and more”. The launch of AirLight Pro, winner of the CES 2024 Innovation Award, was unveiled at the show. It is a connected hairdryer that can be custom-configured via an app, taking into account hair type and adapting power and heat distribution. The Airlight Pro will go on sale in April and uses infrared light to dry, which preserves moisture and saves 31% energy compared to a conventional appliance, according to manufacturer L’Oréal. The company also introduced Beauty Genius, an app that works as a kind of chatbot that analyses images in real time and answers written or voice-activated questions about beauty, skin and hair care tips: Is that spot on my face normal or how can I treat it? What kind of lipstick goes best with my dress? The AI-powered app uses data from more than 150,000 photos taken by dermatologists to make real-time diagnoses and treatment recommendations. It provides answers on acne treatment and other devices used by beauty professionals to identify skin types.

Another example is Nimble, billed as the world’s first device that combines AI and complex robotics to paint nails and dry them in just 25 minutes. It is easy to use at home. The equipment uses high-resolution micro-cameras and three-dimensional imaging to determine the shape, size and curvature of the nails. A small robotic arm guided by AI algorithms then applies the “base-polish-finish” trio while a tool assists with drying.

There are many other advances in the development of generative AI that will inspire innovation in cosmetics. This year we will also see amazing advances in the application of AI to generate better quality images. It will be very difficult to distinguish fake images and videos from real ones. Voice cloning will also be a driver of innovation this year, allowing, for example, videos to be translated into other languages with the same original voice. On the other hand, we will see very interesting tools that will make it possible to create and edit music in different styles.

Generative AI will democratize many of today’s services and procedures and also presents a great opportunity for innovation in the cosmetics industry.

EURO COSMETICS Magazine • John Jimenéz • John Jimenéz • John Jimenéz
John Jimenéz
Senior Exploration Scientist at Belcorp Colombia

John Jiménez is currently Senior Researcher at Belcorp Colombia. He is a Pharmacist (National University of Colombia) with a Master degree in Sustainable Development (EOI Business School, Madrid) and specialization studies in Marketing, Cosmetic Science and Neuromarketing. John has 28 publications in scientific journals and a book chapter in cosmetic formulation.
Maison G de Navarre Prize (IFSCC 2004), Henry Maso Award (IFSCC 2016) and best scientific papers at Colamiqc Ecuador 2009, Colamiqc Brazil 2013 and Farmacosmética Colombia 2014. He has been a speaker at various international conferences in Europe and Latin America and was President of Accytec Bogotá from 2017–2019.

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