How Flawless by Gabrielle Union is harnessing AI-powered tech

PALO ALTO, Calif. — Technology is playing an ever-important role in the beauty industry both on and offline. Leading the charge are artificial intelligence–driven chatbots.

Flawless by Gabrielle Union — the prestige hair care line that in April debuted exclusively at Ulta — has launched a chatbot on Facebook’s Messenger. Built in partnership with, an AI-powered platform for authentic conversations, the bot offers customers personalized and engaging content.

After answering a series of questions about their hair in a hair profiler, customers receive tailored product recommendations. Customers can then explore their product selections and purchase their Flawless by Gabrielle Union products online. Customers can also share their Flawless by Gabrielle Union hair product recommendations with friends increasing brand awareness with viral distribution.

“We’re excited to leverage this technology to create quick and natural conversational interactions,” said Vincent Davis, CEO of Flawless Beauty. “We are constantly looking at new ways to provide greater choice and flexibility, offering features like the Flawless hairbot alongside other existing digital offerings while continuing to deliver a high level of service across all channels. has created a platform that allows us to provide richer, more varied conversations that ensure customers get exactly what they want out of the Flawless experience.”

Through the Flawless by Gabrielle Union chatbot, integrates its Sentiment Engine. The tool, explained, automatically rates the overall tone and feeling of everything from product raves and reviews to candid opinions and concerns, offering real time insight into a brand’s reputation. This sentiment analysis can be a valuable resource for retailers and brands alike, including those that are testing new or revamped private label products.

The Sentiment Engine, added, detects patterns and monitors brand pages for feedback. For example, using content collected on Facebook, Flawless can identify patterns in customer behaviors, detect early product feedback and identify indicators that can drive innovation.’s AI engine monitors brand pages for positive, negative or neutral comments and posts and automatically direct-messages those users via the branded chatbot, allowing brands to better control communication and create a more one-to-one customer engagement.

“AI-driven chatbots and the fashion and beauty markets are a perfect match,” said Mahi de Silva, CEO of “Though there is a lot happening behind the scenes already, there’s no question this technology will have an even deeper effect in the near future. AI chatbots are increasingly capable of engaging in robust conversations about complex topics. More important, it is the next evolution of marketing automation, one that allows brands and marketers to create personalized communications at scale like never before. helps brands leverage the power of AI to build smart chatbots to drive awareness, to drive engagement and drive commerce.”


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