British hair tool brand GHD is the latest beauty business tapping into artificial intelligence (AI) with a new generative curl finder quiz to help users find their ideal style.
GHD, which is famous for its Styler, said the quiz features a wide range of AI generated hair looks across different textures, lengths and colours, developed to coincide with the launch of the brand’s Chronos Curve styling collection.
The AI-generated hair looks are only featured within the interactive quiz, clearly labelled as AI-generated and do not appear elsewhere in the customer’s shopping experience.
Each look created through the AI tool was approved by GHD’s professional team throughout the development process.
This was to ensure the looks remain authentic and true to the artistry that defines the brand.
GHD’s first foray into AI comes amid a profound transformation of the beauty-tech industry, Jeroen Temmerman, CEO at GHD told Cosmetics Business.
“At GHD we are strategically embracing AI where relevant to elevate and enhance consumer experiences, and drive business efficiency and growth, but never at the expense of authenticity,” said Temmerman.
This “embrace” of AI will see the hair tool brand embed the technology into its Research and Development (R&D) process at its Cambridge innovation lab in the UK.
This forms part of a broader commitment to putting the consumer at the centre of GHD’s business model, using AI to innovate and better engage with its community.
Curls were chosen specifically for the quiz because they are often one of the most common confusion points when it comes to choosing the correct styling tools.
Temmerman added: “Consumers are at the centre of our world and a recent survey discovered that women are suffering from curl confusion, and do not know which curling tool to choose for their desired curl look.
“To address consumer confusion around curling tools and refine product recommendations, GHD brand and education teams harnessed AI to deliver a solution: Curl Finder Quiz using AI.
“This elevated, informed shopping experience for customers is a strategic step in transforming the consumer journey; simplifying choice through technology, while deepening education and personalisation.”
Although beauty is embracing technology, including heavyweight players such as L’Oréal, not all consumers are as open to it.
An estimated 82% of people are at least somewhat sceptical of AI, according to a survey conducted by trend insights firm Exploding Topics.
However, Temmerman said Gen Z are starting to expect AI-powered personalisation in their beauty experiences.
He added: “The landscape is shifting fast and today's beauty consumers, especially Gen Z, are increasingly embracing AI when it enhances personalisation, convenience, and results.
“AI scepticism is no longer a barrier; it is a challenge to be met with thoughtful innovation.
“This is helping to bridge the trust gap by delivering tailored recommendations that feel intuitive and empowering and solve a problem.
“Transparency and authenticity remain non-negotiable; brands need to blend AI tech with authenticity to shape the future.
“At GHD, we are using AI as a tool, never a replacement for real hair artistry.”
The focus on AI is also not just hopping on a buzzy trend, as GHD remains committed to exploring its use for the business in the future.
“AI has already proven its value in connecting our products with our consumers and answering consumer needs in smarter ways,” said Temmerman.
“Looking ahead, we see AI playing an even greater role in unlocking innovation across the brand, especially within R&D, where we are embedding AI into our processes.
“While we remain thoughtful and selective in how we apply emerging technology, there is clear momentum.
“And we are excited to further explore how intelligent tools can transform product innovation into a hyper-personalised and intelligent experience, deepen consumer engagement, support education and continue to redefine hair styling standards globally.”