Key takeaways:Generative engine optimization (GEO) emerges as beauty’s next search frontier.Consumers trust ChatGPT for personalized, tutorial-driven beauty recommendations.Google dominates visual discovery, while ChatGPT thrives on tailored advice.AI has transformed the way the world operates. In beauty, the technology spans vast categories— from ingredient development to marketing campaigns and even job hiring methods—to maximize potential beyond human capabilities. Consumers have also adopted the intelligence to benefit their beauty purchases, starting as early as the product selection process for AI scanners for hair, makeup, and skincare, as well as utilizing generative AI for information discovery.As explained by Spate, GEO (generative engine optimization), such as ChatGPT, has transformed information discovery, blending the speed of search with the nuance of conversation. The world’s largest beauty brands are already responding. In Estée Lauder’s February 2025 earnings call, the conglomerate said AI search visibility was to become a priority for its brands Clinique and Origins. L’Oréal has also been testing generative AI discovery through ChatGPT and Google since 2024.“These moves mark a pivotal moment for the industry: generative engine optimization (GEO) is emerging as a new frontier in search strategy, alongside traditional SEO that remains essential,” Spate co-founders Olivier Zimmer and Yarden Horowitz noted in the AI Search in Beauty Report. “At Spate, we see the real opportunity in integration.