Artificial intelligence (AI)’s beauty takeover is well underway with Target, Glossier and Skims all investing in ChatGPT, but is shopping via Al-powered chatbots another brief trend, or here to stay for good?

The way consumers shop for beauty is being irrevocably changed in 2025 and beyond, with ChatGPT integration being the latest foothold in artificial intelligence’s (Al) industry takeover.

Target, the US department store chain, is the latest retailer to tap into Al after launching its debut shopping storefront on ChatGPT in November.

Launched in a beta stage. Target’s product range is shoppable through the OpenAl-owned chatbot, with the option to select drive-up, pick-up or shipping fulfilment options.

But Target is not the only one jumping on the Al craze, with beauty brands such as Glossier and Skims now available through the chatbot too.

Jane Fulcher, Head of Content at social and search agency Greenpark, says:

It is a social trend, but it reflects a very real shift – people are increasingly turning to large language models (LLMs) for personalised routines built around their specific skin type, concerns and beauty goals.

Some 72% of consumers already frequently use Gen-Al in the purchasing process, according to the Me. My Brand and Al report by professional services company Accenture.

The report also found that 40% of consumers are ready to let Al organise their lives and some of their purchases.

Customers are given smooth service, any time, day or night.

It comes as little surprise to Fulcher to see that beauty brands such as Glossier and Skims, whose brand’s Skims Beauty line is rumoured for launch next year, have partnered with ChatGPT via Shopify to enable direct purchases within the chatbot.

She adds:

Users not only receive personalised recommendations in an environment where comparative prompting yields increasingly tailored results, but can interrogate those suggestions and act on them instantly through a frictionless checkout.