AI in Cosmetics. Determinants Influencing the Acceptance of Product Configurators.

Abstract

AI revolutionizes the cosmetics industry through innovative and digital personalisation and advanced customer advice. AI-based product configurators enable individualisation for customers and promote competitive advantages for companies. The acceptance of AI-based product configurators in the cosmetics industry has not been sufficiently researched. To fill this research gap, a quantitative study was conducted through a convenience sample of 116 female subjects. Ten hypotheses were used to investigate which determinants influence technology acceptance. This research showed that the age of the female customers has a significant influence on usage intention, perceived enjoyment and self-efficacy. The determinants subjective norm, personal image, and perceived ease of use significantly influence technology acceptance. The study provides added value for future adaptations of sales processes regarding digital ordering algorithms and product configurators along the customer journey.