THE IMPACT OF AI-BASED PERSONALIZATION MARKETING OF BRANDS (WITH SPECIAL REFERENCE TO NYKAA)

Everybody knows the craze and love for machines of GenZs and GenAlphas but due to the high consumption of social media and online shopping, sometimes it’s very difficult for the brands to just rely on their high quality products that are just there in the market without any marketing. Especially, if we talk about beauty industry, we all know how cluttered it is and entering a market where trends matters the most, spending a worthful amount of money on marketing is not a waste. In recent trends, AI is transforming the beauty product marketing trends by enabling personalized and efficient customer experiences. Throughpersonalized recommendations and virtual try-ons, AI is a total game changer and if brands don't adapt to this then there will be very less chance of their survival in this fast moving market. By leveraging AI, beauty brands can deliver more personalized, engaging and data-driven customer attraction and marketing strategies, increasing sales and enhancing customer loyalty. If we take an example of NYKAA, a leading Indian beauty and fashion retailer giant, leverages AI in its marketing strategies to enhance customer satisfaction, optimize product recommendations, and drive personalized marketing techniques. NYKAA's marketing techniques includes AI tools used by their marketing team and if we focus on that then we will get to know that how effortlessly and smoothly NYKAA adopted the AI-driven marketing techniques and they have released their virtual try-ons and in the beauty industry people are more willing to buy products if they know how they are going to look on their skin.