How can beauty brands prepare for the next wave of agentic shopping?

Published: 8-May-2026
Marketing Digital

As AI-powered search reshapes consumers’ discovery of beauty, Pattern’s Fiona Reid explains how brands can be prepared

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AI-powered search and shopping agents are rapidly reshaping e-commerce economics.

Research from a new report called From Insights to Execution in AI-Powered Commerce, by e-commerce acceleration platform Pattern Group, finds that 59% of beauty businesses are exploring AI agents, but only 27% are fully prepared for AI agents to become a primary channel for customer discovery and purchase.

As the beauty sector evolves rapidly, the Cosmetics Business Innovation Awards aim to highlight the ideas redefining ingredients, packaging, sustainability, digital tech and consumer experience across the industry. Entries open now! 

In this article, Fiona Reid, Director of International Business at Pattern, explains how brands can get ready for the next wave of agentic shopping.

Are beauty brands falling behind where they should be in their preparation for agentic shopping? 

Beauty isn’t falling behind – but there is a clear readiness gap.

The category has been an early digital adopter, from social commerce and influencer marketing to marketplace expansion.

The appetite for AI agents is strong. The challenge is operational preparedness.

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