V3I2P34

How AI-Powered Agents Have Become Gen Z’s Digital Beauty Advisor

Dharshan S. Maggavi^1*, Pallavi S²

Abstract

Generation Z is the first generation to go through life that was entirely digital. Generation Z is disrupting beauty and wellness retail through their adoption of AI- powered beauty advisors. While human brand representative consultations have been the norm, real time virtual makeovers and personalized recommendations are emerging. Beauty brands are increasingly using AI, as it suits Gen Z’s demand for speed, customization, and transparency while also redefining marketing execution and consumer experience while shopping in beauty and wellness. By way of a qualitative survey of consumers aged 18-27 years, this study considers how AI- powered beauty advisors are influencing Generation Z’s trust, engagement, and purchasing behaviors. Participants provided their perceptions of AI-powered beauty advisors with respect to accuracy vs emotional engagement along with comparisons with in store beauty consultations. To analysis behavioral reactions, descriptive statistics, t-test, correlations, and regressions were conducted.

Research highlights the growing role of AI and augmented reality on self-image and brand participation (Ameen et al., 2022; Rajegowada et al., 2023); industry reports highlight high consumer expectations and demand for AI-augmented beauty experiences from Gen Z (Revieve, 2021; Professional beauty, 2025; Vogue Business, 2025). This study illustrates key gaps in trust and actual purchase behavior, especially distinguishing the “trust-but-not-buy” gap. Respondents report largely trusting AI recommendations not only to be accurate but also personalized; however, participants did not consistently take the plunge from trust into purchase behavior. Regression result demonstrated significant negative relationship between perceived AI accuracy and purchase behavior, and higher level of engagement with AI led to increased satisfaction and brand perception. Demographics such as gender, age, and prior use of AI services exhibited no significant effect, reinforcing common Gen Z behaviors.

Results indicate that AI can facilitate engagement but emotional connections and social validation are needed to trigger purchases. Brands should embrace emotional engagement, social validation, and ethical design principles in order to meet Gen Zs evolving expectations.

Keywords:

DevSecOps, Secure DevSecOps, Cyber Resilience, Federal Information Systems, Government Cloud, Zero Trust, FedRAMP, NIST, Continuous Authorization, Supply Chain Security