AI-based Beauty Tech and Personalized Marketing Through Beauty Apps Impact on Perceived Values and Consumption Attitudes

Recently, it can be seen that a large paradigm in the world, such as artificial intelligence (AI), companion robots, and chatbots, is making a big wave. For the beauty industry, which has been complacent about beauty, considering beauty as an inviolable zone that cannot be automated in a turbulent environment, this study aims to study the impact and applicability of AI-based beauty technology and personalized marketing through beauty apps on the development of the beauty industry, and to suggest the direction of personalized marketing through AI-based beauty technology and beauty apps.For the study, 300 men and women in their teens or older who have experienced personalized marketing through AI-based beauty tech and beauty apps living in the metropolitan area were surveyed for about a month from November 1, 2024 to November 30, 2024, and 282 copies were used for statistical analysis. As a result of frequency analysis, factor analysis, reliability analysis, and regression analysis using SPSS 25.0, it was confirmed that there was a positive (+) effect on both perceived value and consumption attitude of personalized marketing through AI-based beauty technology and beauty apps. Based on the results of this study, the beauty industry should actively utilize AI-based beauty technology and beauty apps to actively accept personalized marketing tailored to the needs and circumstances of customers, and beauty companies and beauty shops are expected to see the effect of increasing sales through active marketing such as installing AI-based beauty technology experience spaces in stores or shops. In addition, if consumers can actively use beauty apps to see how to use products, management methods, and effects, it will be easier and more friendly to appeal to consumers to choose products or services that suit them, and accordingly, it will be possible to add synergies to the increase in sales.