Ekta Chopra, the Chief Digital Officer at E.l.f. Beauty, is spearheading a transformative journey in the beauty industry, leveraging artificial intelligence (AI) to redefine how brands connect with consumers. Speaking at the WWD Beauty Inc Catalysts conference in 2025, Chopra highlighted how AI has evolved from a initial curiosity into a powerful tool for businesses. She compared this technological leap to the advent of railways in the 1800s, emphasizing that AI is now the key to connecting vast data ecosystems, offering insights essential for modern marketing strategies.
The impact of AI on consumer behavior, especially among younger generations like Gen Z and Gen Alpha, is significant. Chopra noted that a staggering 60% of these consumers interact with AI daily, using platforms like ChatGPT not just for information but for in-depth conversations. This shift is altering how brands communicate with their audience. Unlike traditional search queries—often limited to a few words—interactions with AI demand more context and detail. For instance, a customer might ask for a specific E.l.f. product that meets particular needs and preferences, necessitating a comprehensive understanding of the brand’s offerings.
This evolution in search behavior has led to the emergence of “answer engine optimization” (AEO) and “generative engine optimization” (GEO), moving beyond traditional search engine optimization. Brands must now optimize their content for the complexity of AI-driven searches, ensuring it addresses varied consumer queries. Chopra emphasized that mere keyword optimization is insufficient; brands must integrate intricate narratives within their data to gain visibility and establish authority within the AI landscape. Without this context, brands risk being overshadowed by competitors deemed more relevant by AI systems.
Content structure is undergoing a significant overhaul as Chopra leads E.l.f. Beauty in transitioning from simple keyword strategies to more engaging storytelling. She stressed the need for brands to craft narratives that can be easily accessed and cited by AI, stating, “From clicks to citations, brands must establish themselves as authorities.” E.l.f. is actively refining product detail pages (PDPs) and frequently asked questions (FAQs) to ensure they not only attract traffic but also reinforce the brand’s expertise in the saturated beauty market. This strategic pivot aims to secure a prominent position in AI-driven shopping environments.
For E.l.f., cultivating authority isn’t solely the task of the digital team; it requires a collaborative effort across departments. Chopra called for a cultural shift within the organization, stating that it is essential for everyone—from marketing to product development—to unite under a common goal of storytelling and brand identity preservation. The aim is to ensure that all content created is not only informative but also resonates with the brand’s core values, advancing its presence in AI search results as an authoritative source.
Recognizing the importance of AI literacy in maintaining relevance, E.l.f. Beauty incorporates AI training for all new employees from day one. Chopra underscored that consumer behaviors are evolving rapidly, and brands that fail to adapt will struggle to remain significant in an increasingly tech-driven world. By embedding AI understanding into its culture, E.l.f. is preparing for the future, ensuring that its strategies are aligned with the shifting demands of the marketplace while solidifying its position as an innovative leader in the beauty industry.