Embrace Progress Says Sephora As ChatGPT Pilot Expands Across U.S

27 Mar 2026

French beauty retailer Sephora is the latest brand to test a new way to meet shoppers where they increasingly begin their journeys, inside AI

The beauty retailer has launched a dedicated experience in its app within ChatGPT as part of a U.S. pilot, aiming to bring personalized advice, product discovery and, further down the line, checkout into a single space.

Customers can ask beauty questions in natural language and receive tailored recommendations based on their needs, whether choosing a foundation for dry skin or building a skincare routine. Those who connect their ‘Beauty Insider’ accounts can unlock more personalized responses, shaped by their purchase history and preferences.
Sephora’s global chief digital officer, Anca Marola, outlined the challenge at Shoptalk Spring in Las Vegas this week: “The customer has never had this much opportunity and this much choice at his disposal. So the stake for brands and retailers is, how do you remain that trusted beauty adviser for them, no matter the channel?” she said.

For Sephora, that means embedding expertise directly into emerging platforms but it is far from alone. Sephora is not alone in exploring this territory. Other retailers are also experimenting with generative AI as a front door to commerce. For example, Gap Inc. has been testing AI-driven styling tools and conversational assistants designed to guide customers through outfit selection and brand discovery.

A similar ambition is playing out at Walmart, which has been one of the most aggressive adopters of AI-led shopping within ChatGPT. The retailer has partnered with OpenAI to enable customers to browse and, in some cases, buy products directly through conversational interactions, in what it describes as a more proactive, predictive experience.