How E.l.f. Beauty is building AI into its community management

To answer shoppers' questions in real time, the company created an AI tool called E.l.f.luencer—trained on the company's stylebook and years of human-written social comments—that autogenerates responses to comments left by consumers on social media platforms. Beauty's posts on TikTok and Instagram receive hundreds if not thousands of comments when they go online.

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The useful part

Beauty's posts on TikTok and Instagram receive hundreds if not thousands of comments when they go online. Often, the comments include questions about when a product is launching, how the product compares to other E.l.f. "The tool saved a lot of time [for community managers]," says Ekta Chopra, the company's chief technology and AI officer.

How it works

" Chopra adds that artificial intelligence at the company is used to augment productivity, but all outputs are closely reviewed by human employees.
In her role, Chopra helps the company identify and implement its AI ambitions.
To oversee AI implementation across the company, Chopra created a cross-functional AI steering committee spanning legal, marketing, and R&D with t...

Details worth keeping

offerings, or what type of skin or hair it's appropriate for. To answer shoppers' questions in real time, the company created an AI tool called E.l.f.luencer—trained on the company's stylebook and years of human-written social comments—that autogenerates responses to comments left by consumers on social media platforms. The comments are approved by human community managers before being posted.