思想领袖
消费者不需要人工智能。 他们想要自信。
在 Google 上的首选来源中添加 Unite.AI
美容行业在过去几年里一直在谈论人工智能。 更聪明的建议，虚拟尝试，皮肤分析，以及最近的AI动力购物助理都作为零售业的下一个重大突破被提出。
但我们问错了问题，因为消费者不会走进商店，他们正在寻找一个符合其肤色基调的基础，一种能解决他们担忧的血清，或者一种能满足他们需要的发型产品。
他们想要自信，这改变了品牌应如何对待技术。 目标不应该是说服消费者使用人工智能。 应该消除一开始使购物困难的不确定性。
真正的问题不是发现。 这是不确定的。
美人是一个不寻常的个人类别。 两人可以购买同一种产品，经验完全不同。 皮肤色调，纹理，灵敏度，发型，以及个人选择都影响着事物是否有效。
网络购物使得产品更容易获得，但同时也移除了许多个人指导，帮助人们感到购买这些产品很舒适。 一个基础在模型上可能看起来很完美，但在自然照明上却完全不同。 皮肤护理产品可能会带来令人印象深刻的结果，结果是放弃购买，经历令人失望，对一个品牌失去了信任。
来自"哈里斯民调"的研究也给出了同样的观点。 在对美国、英国、巴西和印度3,222名成年人的算术研究中，85%的称希望AI的美观建议能够建立信任而不是判断。
在Perfect Corp，我们与800多个全球品牌合作伙伴合作，通过虚拟尝试，AI动力的皮肤分析和头发分析。 这使我们广泛了解技术使购物过程更有用的地方。 例如Avon报告客户使用虚拟尝试的转换率比没有尝试的客户高320%，平均订单值高出33%。
消费者已经向大赦国际开放。 现在，品牌必须赢得他们的信任。
Accenture的消费者脉冲研究发现，76%的美容消费者愿意使用一个值得信赖的AI动力个人冲刺。 该行业不再需要花精力说服人们AI属于这个类别，但操作词是值得信赖的。
挑战在于提供证明这种兴趣合理的经验。 想想推荐受欢迎基础的购物助理和帮助消费者理解不同遮荫可能如何在自己脸上看的区别。 两者都可能使用人工智能，但只有人工智能能有效减少不确定性。
并且必须赢得这种信任。 消费者关注建议是否相关，虚拟尝试是否现实，以及他们能否信任所收到的资料。 AI的动力分析应该对其局限性具有透明度，特别是在处理皮肤状况或敏感性等个人特征时。 有益的购物经验应该指导消费者，而不要假装技术能够保证结果。
经验层正在成为竞争优势。
业内人士多年争论AI模式最强，下一阶段的美丽竞争将由技术与消费者之间发生的事情来定义，从准确的产品信息和现实的可视化到自然适合购物旅程的界面。
随着AI购物agents变得普遍，这一点更为重要。 agent或许能理解诸如“为日常穿戴寻找一个轻量级的基础”这样的请求。 但理解请求只是开始。 这能否解释消费者的肤色？它能否将建议与实际可获得的产品联系起来？它能提供现实的预览吗？能否解释为什么一种选择可能比另一种选择更合适？
这些都是我们向美丽、时尚和技术领导人提出的问题，他们聚集在9月份在纽约主办的全球美与时尚技术论坛上。 一个专门的API,agents以及技术民主化的面板将它们置于程序的核心。
这些能力将AI从有趣的对话转变为有用的商业经验。 它们还解释了为什么专门技术和API将变得日益重要。 零售商与其自己建立每一种能力，不如将皮肤分析、虚拟试验和个性化产品发现纳入其现有平台。 目标不是为消费者增加导航技术。 让整个经验变得简单。
个性化应该减少摩擦，不创建更多。
对个性化的最大误解之一是消费者总是想要更多的选择。 在现实中，一连串无休止的建议可能使购物更加困难。 寻找润湿剂的人未必想比较40种产品
他们希望帮助缩小选择范围，有效的AI应该通过理解相关偏好，提供有用的信息，帮助消费者在不压倒他们的情况下走向决定，从而使这一过程更加容易。
这也意味着在不干预时知道。 并不是每个购物互动都需要一个聊天员。 并不是每个产品都需要AI生成的解释。 有时最有价值的技术是虚拟尝试，即时工作，或者产品推荐，在恰到好处的时刻出现。 理解这一点的品牌将比那些仅仅添加AI特征的品牌更有定位，因为竞争对手也在这样做。
这也改变了我们如何衡量成功。 人工智能互动的次数告诉我们很少。 重要的是店主是否更容易找到合适的产品，是否因为相信经验而感到足够自信地完成购买和返回。 应由它解决的问题来判断大赦国际，而不是它所产生的关注。
(原始内容存档于2017-03-21). The Next Era of Beauty Retail Will be Built on Trust. 美人零售的下一个时代将建立于信任之上。
随着AI能力变得可以被各种大小的品牌所利用，仅仅提供AI驱动的经验将不足以区分一个品牌。 重要的是，这种经历是否真正有益、准确和个人。 大赦国际的收养不是目的。 消费者信心是。
成功的公司不一定是那些对人工智能做出最大宣布的公司。 让购物感觉不那么不确定、更方便用户
当某个人发现是合适的基础，发现一个适合他们需要的皮肤护理常规
他们只是想，“这对我来说是可行的。 这是AI创造最大价值的地方。
本文由 AI图鉴自动抓取并翻译，版权归原作者所有；如需查看原文请点下方链接。
Thought Leaders
Consumers Don’t Want AI. They Want Confidence.
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The beauty industry has spent the past few years talking about artificial intelligence. Smarter recommendations, virtual try-ons, skin analysis, and, more recently, AI-powered shopping assistants have all been presented as the next big breakthrough in retail.
But we’re asking the wrong question, because consumers aren’t walking into a store or opening a shopping app looking for artificial intelligence. They’re looking for a foundation that matches their skin tone, a serum that addresses their concerns, or a hair product that gives them what they want.
They want confidence they’re making the right decision. That changes how brands should approach technology. The goal shouldn’t be to convince consumers to use AI. It should be to remove the uncertainty that makes shopping difficult in the first place.
The Real Problem Isn’t Discovery. It’s Uncertainty.
Beauty is an unusually personal category. Two people can buy the same product and have completely different experiences. Skin tone, texture, sensitivity, hair type, and personal choices all influence whether something works.
Online shopping has made products more accessible, but it has also removed much of the personal guidance that helps people feel comfortable buying them. A foundation might look perfect on a model but completely different in natural lighting. A skincare product may promise impressive results without addressing someone’s specific concerns. The result is abandoned purchases, disappointing experiences, and lost trust in a brand.
Research from The Harris Poll points the same way. In its Algorithmic Aisle study of 3,222 adults across the US, UK, Brazil and India, 85% said they want AI beauty suggestions to build confidence rather than judgment.
At Perfect Corp, we work with more than 800 global brand partners across virtual try-on, AI-powered skin analysis, and hair analysis. That gives us a broad view of where technology makes the shopping journey more useful. Avon, for example, reported a 320% higher conversion rate among customers who used virtual try-on than those who didn’t, and credits this in part to shoppers feeling more confident about buying. Average order value was 33% higher.
Consumers Are Already Open to AI. Now Brands Have to Earn Their Trust.
Accenture’s Consumer Pulse research found that 76% of beauty consumers are open to using a trusted AI-powered personal shopper. The industry no longer needs to spend its energy persuading people that AI belongs in the category, however, the operative word is trusted.
The challenge is delivering an experience that justifies that interest. Consider the difference between a shopping assistant that recommends a popular foundation and one that helps a consumer understand how different shades might look on their own face. Both might use AI, but only one meaningfully reduces uncertainty.
And that trust has to be earned. Consumers care whether the recommendation is relevant, whether the virtual try-on looks realistic and whether they can trust the information they’re receiving. AI-powered analysis should be transparent about its limitations, especially in dealing with personal characteristics such as skin condition or sensitivity. A useful shopping experience should guide consumers without pretending technology can guarantee an outcome.
The Experience Layer Is Becoming the Competitive Advantage.
The industry has spent years debating which AI models are the most powerful, but a powerful model doesn’t automatically create a better shopping experience. The next stage of competition in beauty will be defined by what happens between the technology and the consumer, from accurate product information and realistic visualization to interfaces that fit naturally into the shopping journey.
This matters even more as AI shopping agents become common. An agent might understand a request such as “Find me a lightweight foundation for everyday wear.” But understanding the request is only the beginning. Can it account for the consumer’s skin tone? Can it connect recommendations to products that are actually available? Can it provide a realistic preview? Can it explain why one option might be more suitable than another?
These are the questions we put to the beauty, fashion and technology leaders who gathered at the Global Beauty & Fashion Tech Forum, which Perfect Corp hosted in New York in September. A dedicated panel on APIs, agents and the democratization of technology put them at the center of the program.
These capabilities turn AI from an interesting conversation into a useful commercial experience. They also explain why specialized technologies and APIs will become increasingly important. Rather than building every capability themselves, retailers can integrate skin analysis, virtual try-on and personalized product discovery into their existing platforms. The objective isn’t to add more technology for consumers to navigate. It’s to make the entire experience feel simpler.
Personalization Should Reduce Friction, Not Create More.
One of the biggest misconceptions about personalization is that consumers always want more choices. In reality, an endless stream of recommendations can make shopping harder. Someone looking for a moisturizer doesn’t necessarily want to compare 40 products, read hundreds of reviews, or answer a lengthy questionnaire before making a purchase.
They want help narrowing down the options, and effective AI should make that process easier by understanding relevant preferences, presenting useful information, and helping consumers move towards a decision without overwhelming them.
That also means knowing when not to intervene. Not every shopping interaction needs a chatbot. Not every product needs an AI-generated explanation. Sometimes the most valuable technology is a virtual try-on that works instantly or a product recommendation that appears at exactly the right moment. The brands that understand this will be better positioned than those simply adding AI features because competitors are doing the same.
It also changes how we should measure success. The number of AI interactions tells us little. What matters is whether shoppers find suitable products more easily, feel confident enough to complete purchases and return because they trust the experience. AI should be judged by the problems it solves, not the attention it generates.
The Next Era of Beauty Retail Will Be Built on Trust.
As AI capabilities become accessible to brands of all sizes, simply offering an AI-powered experience will no longer be enough to differentiate a brand. What will matter is whether that experience feels genuinely helpful, accurate and personal. AI adoption is not the destination. Consumer confidence is.
The companies that succeed won’t necessarily be those making the biggest announcements about artificial intelligence. They’ll be the ones using it to make shopping feel less uncertain, more user-friendly and more rewarding.
When someone finds the right foundation, discovers a skincare routine that suits their needs, or makes a purchase without second-guessing themselves, they’re not thinking about the technology behind that experience.
They’re simply thinking, “This works for me.” That’s exactly where AI creates its greatest value.
Auto-fetched and translated by AI Atlas. All rights belong to the original author.