The challenge: To enhance customer experience
Adore Beauty faced a pressing challenge: standing out in a crowded online beauty market while delivering highly personalised and relevant customer experiences. The answer? Generative AI and machine learning. In collaboration with PwC Australia and AWS, Adore Beauty took bold steps to transform its approach to customer engagement and product insights. This wasn't just about enhancing service; it was about using data-driven insights to predict customer preferences and product success. By embracing advanced technology, Adore Beauty sought to push beyond traditional methods to secure a competitive advantage.
Teamwork and execution
Combining Adore Beauty’s business acumen, our data and machine learning expertise and AWS’s technical solutions we rapidly prototyped AI-driven innovations in a four-week build lab. This collaboration unlocked actionable insights from vast amounts of data, enhancing product recommendations and personalising customer interactions to transform the customer experience.
The building blocks of success:
- Data-driven decision making: Managing extensive data and extracting meaningful insights was crucial. By analysing both structured and unstructured data — such as product images, descriptions and customer feedback — Adore Beauty can improve product effectiveness and alignment with customer needs.
- Collaborative innovation: The collaborative four-week build lab with Adore Beauty demonstrated the catalytic power of time-bound innovation. This tightly constrained, collaborative approach compressed months of traditional development into weeks, forcing rapid ideation and execution. Adore Beauty were able to swiftly develop and test solutions for persistent challenges in customer engagement and product forecasting.
This rapid prototyping approach not only addressed complex issues but also showcased how cross-functional collaboration can accelerate digital transformation when people with the right skills collaborate. The build lab success illustrates how strategic time constraints paired with cross-functional collaboration can be a powerful tool for driving transformative change with fast prototyped AI solutions to enhance operational efficiency and customer experience in today's fast-paced online marketplace.
- Advanced AI integration: The use of AWS tools like Amazon Redshift, SageMaker and Bedrock enabled Adore Beauty to enhance its data analysis capabilities. These tools helped create new product attributes and employ predictive modelling to forecast product success, thereby providing a more personalised shopping experience. For example, Adore can now easily ascertain if a client prefers pink lipstick shades over orange — and can ensure the experience is optimised by placing them at the top of the recommendation engine and pages.
The outcome: Transformed customer experience and competitive edge
The implementation of generative AI and machine learning has enabled Adore Beauty to significantly enhance its customer experience. The new technology allows for:
- Personalised recommendations: Improved algorithms provide customers with more relevant product suggestions, tailored to their preferences and browsing history.
- Efficient customer service: AI-driven tools help streamline interactions, offering better self-service options and reducing the need for extensive human intervention.
- Predictive insights: Data analysis capabilities have improved, allowing Adore Beauty to anticipate customer needs and product trends more accurately.
