Beauty brand Coty has announced a partnership with AI company Brandlight to launch AI assistants for brand discovery and visibility of products.
The move aims to leverage the shifting trends from traditional search engines to AI assistants, and Coty wants to stay ahead of consumer dynamics.
As part of the new updates, the business will grow Coty’s generative engine optimization (GEO) capabilities to provide brand teams with new tools and insights.
Markus Strobel, executive chairman and interim CEO at Coty, said: “AI is redefining the rules of attention, discovery, and influence.
“Our ambition is not simply to keep our brands visible in this new world but to make them impossible to overlook, ensuring they reach the most relevant audiences and meet a variety of beauty needs.”
Imri Marcus, CEO at Brandlight said: “Consumers don’t always start with a brand name. They start with a need, a preference, or a question—and increasingly, they turn to AI for recommendations.
“For iconic brands, the opportunity is to be part of that answer. We’re partnering with Coty to turn its deep understanding of beauty and consumers into a stronger presence in the moments that shape discovery and choice.”
According to the business, the early testing work has shown that optimizing content, product detail pages, and launch toolkits can improve Coty brands’ visibility.
This move builds on the company’s broader technology strategy and reinforces the brand’s commitment to stay at the front of innovation.
Additionally, the new partnership will support the enablement, training, and optimization efforts that are designed to help teams execute the new technology as part of the operations.
This move comes as a number of retailers have been leveraging AI as they aim to improve their business operations.
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