How GHD is strengthening customer engagement with new AI-powered experience

GHD has launched a new AI-powered curl finder quiz, designed to enhance personalisation and elevate customer engagement.

The new platform allows consumers to select their desired curl style and then recommends the most suitable GHD Chronos Curve styling tool to achieve the look.

It showcases a variety of AI-generated styles tailored to different hair textures, lengths, and colours. However, beyond the AI-powered quiz, GHD emphasises that all brand imagery features "real models with real hair".

Jeroen Temmerman, CEO at GHD, said: "The beauty-tech industry is undergoing a profound transformation, driven by the increasing integration of artificial intelligence. At GHD, we are strategically integrating AI to enhance consumer experiences, education, and recommendations - while staying true to our craft.

"AI plays a strategic role in our new quiz by helping users discover their desired curl look, but the essence of our brand remains rooted in real beauty.

"Authenticity remains at the heart of our brand, and we are committed to using real models and professional stylists across all campaigns and touchpoints. As we embrace the future, we continue to blend technology with authenticity, shaping the next chapter of beauty-tech."

As the UK beauty market continues to grow, more and more businesses are welcoming artificial intelligence and augmented reality-powered platforms to entice consumers and stand-out amongst the competition.

The introduction of this technology to the beauty industry has modernised the capabilities of beauty businesses and the experiences they can provide a consumer.

The new quiz has been developed for the launch of the brand's new Chronos Curve collection, designed to speed up styling while protecting hair from extreme heat damage.