TRENDING TECHNOLOGIES
25 AI is valuable for claim substantiation but
cannot replace the need for industry knowledge and ethical practices. Implementing ongoing training for marketing and compliance teams on cosmetic science, regulatory standards, and AI usage is essential. Such training should focus on how AI gathers data and identifies studies with weaker methods, fostering scientific literacy to prevent superficial understanding.21 The cosmetic industry has to adhere to strict
regulatory guidelines for claim substantiation. While AI can assist in navigating these complexities, it is not infallible; human oversight is essential for interpreting AI-generated data. Brands must comply with regulatory frameworks, ensuring that claims—especially for ‘new’ products—are supported by robust scientific evidence. AI can help identify regulatory issues and
streamline substantiation but requires expert review for compliance. Over-reliance on AI without human oversight poses risks, as AI cannot make nuanced ethical judgments or fully grasp consumer perceptions. Thus, AI should serve as a supplementary tool, with final decisions resting with experts who can validate findings and ensure claims are accurate and ethical.
Conclusion As AI tools become increasingly integrated into cosmetics marketing and claims substantiation, the regulatory landscape is poised for significant evolution. These advanced technologies offer a computational joie de vivre — a sense of excitement and vitality driven by data-driven insights, enhanced personalisation, and faster claims validation. Yet, alongside this potential come risks related to transparency and accuracy. Advertising standards authorities may embrace AI for improving compliance, but only if its use remains ethical, transparent, and grounded in human expertise.
www.personalcaremagazine.com For brands, the successful integration of AI
hinges on balancing technological innovation with strict adherence to advertising standards. Those that responsibly harness AI to support evidence-based claims will not just keep up with regulations—they will also cultivate lasting consumer trust. At present, AI is transforming the
substantiation of cosmetic claims by automating the analysis of vast scientific literature and product testing. With the sheer volume of data in cosmetic science, AI can efficiently identify the most relevant studies to support product claims. Additionally, it can analyse consumer data to highlight trends in product usage and effectiveness, enabling brands to present more targeted, scientifically backed narratives. However, while AI has the potential to
revolutionise claims substantiation, it must be used responsibly. Brands need to ensure that AI-generated claims are transparent and validated by human oversight. Regulatory bodies, too, must evolve to oversee these innovations, ensuring that AI serves as a tool for accurate, personalised solutions rather than a conduit for ‘claims-washing’. Ultimately, the goal is to enhance—not undermine—consumer trust. By blending technological advancement with ethical practices and rigorous scientific validation, the beauty industry can fully realise AI’s potential while maintaining transparency and regulatory compliance. As the industry forges ahead, brands must
ensure that this computational joie de vivre does not lead to a future’s end where trust is lost to automation.22
Instead, responsible
innovation will ensure that AI-driven claims resonate with consumers, fostering both credibility and genuine value.
PC
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https://www.europarl.europa.eu/topics/en/ article/20230601STO93804/eu-ai-act-first- regulation-on-artificial-intelligence 6. Khlaif ZN, Mousa A, Hattab MK, Itmazi J, Hassan AA, Sanmugam M, Ayyoub A. The Potential and Concerns of Using AI in Scientific Research: ChatGPT Performance Evaluation. JMIR Med Educ. 2023;9:e47049 7.
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