GoKawiilE.l.f. Beauty deploys AI tool 'E.l.fluencer' to answer social media comments
E.l.f. Beauty's chief technology and AI officer Ekta Chopra has introduced an AI system called E.l.fluencer that helps community managers respond to the huge volume of comments the brand receives on TikTok and Instagram. The tool was trained on the company's stylebook and years of past human-written replies, allowing it to autogenerate answers to common shopper questions about product launches, comparisons, and suitability for different skin or hair types.