Benefit Cosmetics is evolving its marketing operations by incorporating artificial intelligence to enhance customer engagement. Launched in 2023, its new division, Connected Consumer, aims to personalize customer journeys using data while preserving the brand's playful spirit. Led by marketer Lou Bennett rather than a tech executive, this initiative has initiated a conversational commerce pilot on WhatsApp. Developed with OpenAI, it allows for personalized customer interactions, resulting in over 6,000 conversations and fostering enthusiasm across the brand's global markets.
"I'm a marketer, not a data person," said Lou Bennett, Benefit's global vp of customer strategy. "That was intentional. Our job is to bring AI to life in a way that's not robotic."
"We transformed a chat into a relationship," said Bennett. "The results were exciting, but more than that, they unlocked internal buy-in. Suddenly, every gm [of ours] wanted to roll it out in their region."
Collection
[
|
...
]