The beauty industry has always prided itself on its agility, but a deeper, more structural change is occurring beneath the surface of traditional e-commerce. In a recent CEW UK webinar, Sallie Berkerey, Managing Director of CEW UK, sat down with Martijn Wiktor-Wagemans, Chief Strategy and Operating Officer at The Agency, to dismantle the hype surrounding AI and reveal the practical roadmap for beauty brands eyeing global expansion.
One of the key themes was the shift from traditional Search Engine Optimisation (SEO) to Generative Engine Optimisation (GEO). As consumers increasingly turn to AI assistants for product recommendations, brands need to ensure their digital content is clear, consistent and rich in structured data. Rather than relying on creative marketing language, AI prioritises factual information such as ingredients, product benefits and detailed FAQs to answer consumer queries and make recommendations.
The webinar also explored how AI is helping brands scale more efficiently. Martin described AI as a “force multiplier”, enabling smaller teams to automate tasks such as market research, competitor analysis and content creation. However, he emphasised the importance of “transcreation” rather than simple translation when entering new markets. Successfully localising content means adapting messaging to suit cultural preferences, shopping behaviours and regulatory requirements, ensuring it resonates with consumers in each region.
Despite the opportunities AI presents, Martin stressed that human expertise remains essential. AI can generate content and insights at speed, but it is still prone to inaccuracies and requires careful review. Keeping a “human in the loop” is key to maintaining brand credibility, ensuring accuracy and creating content that feels authentic rather than automated.
The webinar concluded with a clear message: AI is transforming the beauty industry, but the brands that will thrive are those that combine its efficiency with strategic thinking, market knowledge and human creativity.
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