24 TRENDING TECHNOLOGIES
of verifying product labels and ingredient lists against regulatory guidelines. While not a direct claims-substantiation tool, it ensures that brands are transparent and compliant in how they communicate product formulations to consumers. ■ Sei - A regulatory compliance platform that offers several solutions relevant to industries with strict marketing and regulatory guidelines, including cosmetics.14
Its primary
strength lies in automating marketing compliance by monitoring claims, content, and communications across multiple formats (e.g. text, images, and video), ensuring that they adhere to regulations. Sei’s AI models are designed to flag potential regulatory issues before content goes live.
2. Sentiment and predictive analytics for regulatory risk Sentiment or opinion analysis, and predictive analytics can help brands assess how their marketing claims may be received by consumers, or how likely they are to attract scrutiny from advertising regulators.15
By
monitoring online reviews, social media conversations, and competitor claims, these tools can alert brands when certain claims might be perceived as misleading or controversial, allowing them to adjust messaging before launch. ■ Luminoso - This tool provides insights into consumer sentiment regarding claims and product descriptions.16
By analysing customer
feedback, brands can refine their claims to avoid misleading statements, ensuring they are aligned with consumer expectations and regulatory standards. ■ Crimson Hexagon (now part of Brandwatch) - This platform uses AI-driven predictive analytics to monitor trends in consumer conversations and assess regulatory risk.17
For
cosmetic brands, it can highlight how claims are being perceived and whether they might raise red flags for advertising standards authorities.
3. AI for clinical trial data interpretation and regulatory reporting AI is also being used to interpret clinical trial data more effectively, which is critical in claims substantiation. These tools can analyse large-scale clinical trial data to extract relevant findings that substantiate product performance claims, ensuring compliance with both national and international regulatory bodies. ■ IBM Watson Health - While broader in scope, IBM Watson Health is an AI tool that can be leveraged for clinical trial data analysis, aiding in substantiating claims that rely on scientific proof.18
It helps brands
navigate complex data and ensures claims are backed by clinical evidence, making it easier to comply with stringent regulatory standards. ■ Antidote Technologies - This AI tool helps streamline clinical trials and analyse results more efficiently. For cosmetic brands, using such platforms means that product claims can be backed by validated trial outcomes, minimising the risk of making unsubstantiated claim.19
PERSONAL CARE January 2025
Advertising standards perspective While these AI tools offer significant advantages in ensuring compliance and transparency, advertising standards authorities, e.g., Federal Trade Commission (FTC) in the USA, the Advertising Standards Authority (ASA) in the UK, and various other international regulatory bodies, including the EU,5
frameworks around AI-generated content, including advertising claims. Expect more detailed guidelines on AI use in marketing, similar to updates on influencer marketing. These regulations may mandate transparency, stricter evidence standards for AI-generated claims, and penalties for misuse or deception.
would view these tools from several
perspectives: 1. Verification and trustworthiness of ai-generated data - advertising standards authorities are likely to support AI for claims validation if it relies on trustworthy, evidence-backed data sources (e.g., clinical trials, peer-reviewed studies). Brands that demonstrate how AI ensures compliance with regulatory standards will be viewed positively. However, using AI without human oversight may lead to questions about the reliability of claims, emphasising the need for a clear chain of evidence from product development to marketing. 2. Transparency in the use of AI - Authorities increasingly emphasise transparency in advertising. Brands must disclose when AI is used to create claims or visuals, particularly for before-and-after images. Failure to disclose AI involvement could result in accusations of deceptive advertising, especially in cosmetics, where exaggerated claims can lead to regulatory penalties and reputation damage. 3. Human oversight and ethical considerations - Regulatory bodies will likely stress the importance of human oversight in claims compliance. While AI can assist in data analysis, final decisions should rest with human experts, especially in fields like dermatology and cosmetics. Authorities will likely emphasise that AI should not replace human judgment, particularly in substantiating claims affecting consumer health and safety. 4. Evolving regulatory frameworks for AI - Regulatory bodies are developing clearer
The ‘glitch’ and importance of human expertise Despite AI’s impressive capabilities, there’s always the risk of a ‘glitch’, where technology may fail to capture the complexities of real-world situations.20
This underscores
the need for human expertise in validating product claims and ensuring ethical marketing. Dermatologists, scientists, and regulatory experts offer insights that AI cannot replicate, such as interpreting clinical data and identifying biases in AI results. Human oversight is vital for maintaining
consumer trust; while AI can enhance marketing efficiency, it is the human elements of transparency and integrity that build consumer confidence in cosmetic products. Balancing AI’s advantages in substantiating
claims with the demand for novelty requires a strategic approach. The pressure to quickly launch new products can lead to exaggerated claims. Brands should leverage AI to support innovative marketing while transparently substantiating claims with credible data. This combination of AI-driven insights and human judgment can enhance the credibility of marketing efforts. Transparency is crucial for maintaining consumer trust in product claims. Today’s consumers are skeptical of exaggerated marketing, and AI can provide the credibility needed to gain their confidence. Brands must clearly disclose how AI was used in substantiating claims, detailing the studies and data sources involved. This transparency ensures regulatory compliance and prevents prioritising novelty over credibility.
www.personalcaremagazine.com
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