Parham Aarabi, chief government officer and founding father of Pre, took the stage on the 2025 WWD Magnificence CEO Summit to ask the viewers to consider how nicely the wonder tech options that they’re at present utilizing work. Is a make-up try-on answer rising gross sales? Is a pores and skin diagnostics tech rising income? Is the AI chat rising conversion charges?
When Aarabi first started talking to retailers and types in regards to the affect that magnificence tech was having on manufacturers, he discovered that the most important differentiator of whether or not tech was exhibiting optimistic outcomes is person expertise. “Consumer expertise — which is all the person journey, from discovery to engagement to every little thing that occurs after, together with probably shopping for a product — issues greater than the rest,” he mentioned.
“In the case of person experiences, typically they’re based mostly on guesses and intestine emotions,” mentioned Aarabi. “Whenever you guess typically you get it proper, however typically you don’t and it results in misplaced income.”
To supply manufacturers an answer, Aarabi created Pre as a person expertise optimization AI for magnificence manufacturers. He began by attending to know customers higher, together with creating customized AI fashions for manufacturers to raised perceive their viewers. Every mannequin aimed to know which merchandise had been resonating with a model’s viewers, the place customers encountered frustration and what messaging was impactful.
As soon as in place, these testing fashions allowed manufacturers to attempt new concepts to obtain suggestions on what would carry out nicely based mostly on the info the corporate already has about its viewers. These fashions have been in testing during the last two years. In a single instance of name testing, two key takeaways had been that digital try-on could be very participating, whereas AI chat interface was perceived negatively.
The Pre AI expertise analyzes every mannequin based mostly on a warmth map, exhibiting the place customers concentrate, and predicts what click on charges might be on every merchandise. Manufacturers utilizing Pre’s AI expertise can take a look at 1,000 completely different concepts in a day and a half, versus what might need taken over a 12 months.
“Think about when you took a 12 months’s price of optimization in your model and you could possibly get a 12 months’s price in simply over a day — how rather more efficient would issues be?” mentioned Aarabi. He defined that the optimization expertise could possibly be used on e-mail campaigns and even advertising and marketing for an e-commerce expertise.
In a single partnership, a model discovered that “AI assessments are 1,000 occasions sooner, 1,000 occasions less expensive, however on par with human AB testing.”
Pre’s AI fashions might be constructed for particular segments. Aarabi mentioned that manufacturers may even use the expertise to create a number of fashions with specificity that would slender a single viewers member. The fashions might be optimized to focus on a single phase based mostly on era or perhaps a TikTok viewers.
Placing this into apply with MZ Pores and skin, Pre constructed a real-time AI mannequin that will develop because the person navigates. When the AI had confidence, it could direct the following step within the person’s journey, reminiscent of offering a product advice, providing a promotion or prompting the person with a query.
“This sort of personalization may have extra affect on magnificence e-commerce gross sales than another magnificence tech that I’ve ever seen,” mentioned Aarabi. “We’re actually excited to carry this to market quickly.”
