Gen Z is using ChatGPT as a dermatologist. What does it mean for brands?

Another challenge is how to track engagement and whether recommendations made through ChatGPT are converting to sales. Tools like Google Analytics 4 (GA4) can show whether traffic is coming from platforms like ChatGPT, and which pages are receiving referrals — but brands still don’t have access to keyword search data.

As brands rethink their strategies, some are taking the steps to integrate AI-driven solutions into their platforms, over which they have more control. Payment services firm Klarna has introduced a proprietary AI-based shopping assistant that provides product recommendations and shopping routines, all within its app ecosystem. Beauty brands and retailers might consider developing similar features, offering personalised routines that keep consumers engaged directly on brand-owned platforms rather than broader platforms like ChatGPT, says Seen Group’s Mtada.

“We’re now seeing brands using AI to offer consumers ultra-personalised experiences, from virtual try-ons to product recommendations that actually feel like they get you,” she says. “AI’s power lies in its ability to connect with consumers on a highly individual level, moving past the old ‘one-size-fits-all’ beauty to something that resonates on a personal scale.”

Navigating potential legal implications

While ChatGPT and similar tools are transforming skincare advice, experts warn that there are limitations and risks. AI lacks the nuanced, hands-on approach of in-person consultations and can’t perform safety tests or skin assessments. “There are things AI simply can’t do, like evaluating skin integrity or conducting patch tests,” says Simone Shoffman, head of education at medical supplier Healthxchange.

Who’s actually at fault if something goes wrong, say if a user has an adverse reaction to a skincare routine recommended by ChatGPT? To date, there are no recorded cases of harmful misdiagnoses. However, there have already been high-profile cases of AI missteps in other medical fields. For instance, the US National Eating Disorders Association recently “retired” its chatbot Tessa after it began issuing tips on calorie counting.

ChatGPT’s disclaimers may not be enough to cover it from liability, says Mona Schroedel, managing associate at UK-based national law firm Freeths. “If someone buys a car and does not keep to the speed limit, it will not be the manufacturer’s fault if the driver gets a speeding ticket,” she offers as a metaphor. “However, this may change if there is an accident and it happened because there was an initial mechanical fault.”

Data privacy is also a critical concern, as users upload huge volumes of personal information to ChatGPT in order to get tailored, personalised recommendations.

For Gen Z, ChatGPT might be a new go-to skincare companion, but it’s a balanced approach — combining AI advice with professional guidance — that will be essential to ensure that high-tech beauty doesn’t come at a high cost.

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