Olaplex rolls out first AI employee to put a 'face' to the label

Known for pioneering its bond-building technology, Olaplex has deployed its first artificial intelligence-powered virtual employee who represents both the label and brand advocates.

The non-binary virtual human, which uses the pronouns she/he/they, will initially be able to speak one-way to consumers, making announcements regarding new product launches and educating them on existing products.

Olaplex reportedly plans to have the virtual employee engage in conversation with consumers, answering questions about order locations to details on the brand’s carbon footprint in the near future.

Chief Executive JuE Wong explained that the prestige hair care label worked with Tangent AI, combining the images and "emotional quality" of 240 brand advocates and employees into one composite character, with a synthesised voice, pitch and accent that represents the Olaplex team.

The debut of the AI employee, whose name will be either "Cigi", "Kai" or "Rumi", signifies a step in Olaplex's aim to build emotional connection at scale with a wide audience.

Founded in 2014 by Dean Christal, the science-based, technology-driven hair care company raised $1.8 billion at a valuation of more than $15 billion in its initial public offering (IPO).