What: McKinsey dives into how AI will change the beauty industry, and finds it can (may?) reshape everything from the texts you get from beauty companies to how products are developed to brand packaging.

Key line: “Consider the hypothetical automated texts that might be delivered to an imaginary customer named Camille. The beauty brand knows that Camille lives in France, has a low annual spend, and recently purchased a face sunscreen. Camille has responded positively to promotions in the past. Before gen AI, an automated text to Camille might say, ‘Exciting news! New products are here. Take up to 20 percent off when you shop sale.’ After gen AI, the automated text might say, ‘Bonjour, Camille! Did you know that our special cleansing foam for face sunscreen removal is now 20 percent off? It will pair perfectly with your recent face sunscreen purchase.’”

Source: McKinsey