Sephora has launched an AI-enhanced customer experience within ChatGPT, piloting initially in the US. Users can link their Beauty Insider accounts to receive personalized beauty advice, access loyalty rewards, samples, and free shipping, with direct in-app purchases coming in future updates. Sephora joins Target, Nordstrom, and Shopify merchants in adopting OpenAI’s Agentic Commerce Protocol (ACP), which enables product data to be shared directly within ChatGPT. Global chief digital officer Anca Marola said the brand intends to expand the experience internationally.

Related reading: Why Sephora is letting Douyin decide what sits on shelves