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Welcome to Beauty Run by Robots, a Vogue Business mini-series exploring the role and effects artificial intelligence (AI) will have on the beauty industry.
Job risks, role changes and sector shifts. These are all immediate hurdles set to shake up beauty’s existing infrastructure as artificial intelligence becomes a team member. From marketing to talent artistry, we tap beauty executives for their take on how AI will disrupt careers, ways of working and how to brace for the changes on the horizon.
Marketing
Renee Ogaki, founder and CEO of Ogaki marketing agency
The reality is that AI has been around for years and has been reshaping the marketing industry ever since social media algorithms heavily utilised machine learning to personalise content. Now, we’re faced with more innovations and just like the marketing industry had to pivot when TikTok and Instagram came on the scene, we’ll need to do so again as AI and other technologies are further developed.
In my mind, the future of marketing is one where AI tools become embedded within marketing operations rather than the need to replace human marketers. However, we need to understand how to use AI tools as they will become a foundational part of every marketer’s job. At Ogaki, we use AI for copy drafts, video and image editing, audio recommendations, and admin tasks like scheduling and call recaps. Tools like Dash Social, Gamma Photoshop and ChatGPT streamline execution, but strategy, creativity and brand ideation remain driven by humans. AI enhances campaign development, refining ideas faster, but the tool won’t replace a marketer’s ability to think conceptually.
Entry-level jobs face risks as AI automates admin tasks, but this shift should create higher paid senior roles focused on strategic and creative leadership. Graduates and newcomers must future-proof their skills, staying ahead of algorithms and deeply understanding the mechanics of AI. Gen Z and Gen Alpha, raised on technology, should bring fresh AI-driven ideas to the table, while entry-level marketers should immerse themselves in strategy meetings to learn the craft.