A recent survey showed that Gen AI has surpassed social media for beauty recommendations, showing the urgency to invest in “GEO” (generative engine optimisation) rather than SEO. “This isn’t just a tech update; it’s a clear sign of how commerce is evolving,” says Hanna Hatje, co-founder of Hall & Hatje.
Hall & Hatje is Sweden’s first digital agency fully specialised in the beauty and wellness industry. It’s a full-service agency that helps small businesses grow sustainably through digital strategy, marketing, and smart business development — from newsletters and campaigns to SEO, web optimisation, and Google Ads.
What do brands ask you the most about right now?
– Right now, many brands ask us how they can future-proof their digital presence, especially with the new EU regulations on accessibility, green claims, and the fast development of AI, Hanna Hatje, Business Developer and co-founder explains. There’s a lot of uncertainty about what’s coming in 2026 and how to prepare. Our answer is that it’s not about doing everything at once. It’s about building a clear, sustainable foundation: accessible websites, transparent communication, and smarter use of data and AI to create real value for customers.
Another emerging topic is how to become visible in ChatGPT Shopping. This emerging AI-powered shopping experience offers customers to discover and buy products directly through conversation. Instead of searching, they simply ask and the AI recommends products that match their needs. A recent survey showed that Gen AI has surpassed social media for beauty recommendations, showing the urgency to invest in “GEO” (generative engine optimisation) rather than SEO.
– For brands, this marks a real shift. Visibility will depend on how well your product data and storytelling help AI understand what you offer. Clear descriptions, high-quality images, and authentic customer reviews will matter more than ad budgets.
– This development can benefit smaller brands, because AI focuses on relevance, not reach. When a brand communicates clearly and genuinely about its products, it has the same chance to be recommended as a much larger company.
– We think that’s a positive change and it gives space to smaller, more sustainable businesses that prioritize transparency and quality over mass production.
And how far have we come with this kind of services?
– We’re still in the early stages of ChatGPT Shopping. So far, only a few global brands like Glossier and Skims have started testing how AI-driven product discovery can work in practice. The feature is currently being rolled out in the US, where ChatGPT now shows product recommendations and even enables in-chat purchases for selected partners, Hatje shares. She continues:
– From what we see, OpenAI is gradually expanding this ecosystem. The first step involves large, established brands, but over time, smaller businesses will also be able to make their product data available through integrated e-commerce platforms.
– For us this isn’t just a tech update; it’s a clear sign of how commerce is evolving. The focus is shifting from search to conversation, from algorithms to understanding. And that means every brand regardless of size will need to make sure their content, values, and customer experience are represented clearly and authentically when AI becomes the new shop window.
What are the other most relevant things to keep track of when it comes to AI for beauty brands?
– Beyond ChatGPT Shopping, we think they should keep an eye on three key areas when it comes to AI: transparency, personalisation, and compliance.
– First, consumers are becoming more aware of how AI influences what they see and buy. Brands that communicate openly about how they use AI, data, and recommendations will build more trust.
– Second, personalisation: AI can be a powerful tool to improve the customer experience, from product recommendations to skincare consultations. But the most successful brands will be the ones who use AI to enhance human connection, not replace it.
– And third, compliance with new EU regulations like the Green Claims Directive and the Accessibility Act coming into effect by 2026, AI tools will need to align with sustainability, accessibility, and truth-in-marketing standards. That’s a big shift, and one that we think will ultimately strengthen the beauty industry as a whole.
What else do you look at now in the industry?
– One of the biggest shifts we’re seeing in the beauty industry is that values are becoming strategy. Consumers are no longer just buying products — they’re buying into what a brand stands for.
– For us, that means the future of beauty will be defined by brands that dare to be transparent, inclusive, and human even as technology plays a bigger role. Whether it’s AI, sustainability, or digital marketing, it all comes down to the same thing: trust. That’s why we encourage every beauty brand we work with to focus less on trends and more on building something that lasts. Athenticity doesn’t go out of style!
– Also, digital growth doesn’t have to mean constant hustle or endless content creation. For many small beauty and wellness brands, success comes from clarity knowing who you are, who you serve, and communicating that consistently. We believe the future belongs to brands that grow with purpose: sustainable, authentic, and human. And if AI can help us get there more efficiently, that’s a tool worth embracing as long as we never lose the heart behind it, Hatje concludes.