• According to Deloitte, 76% of business leaders believe that AI will enable the best customer experiences over the next three years, by allowing faster, more personalized, and more effective responses.

• PwC estimates that AI will contribute up to \$15.7 trillion to global GDP by 2030, primarily due to productivity improvements and the consumption generated by AI-enhanced products.

• A study by IBM revealed that 30% of companies in Latin America are already actively exploring the use of AI.

In the latest episode of the Merca2.0 podcast, Asmita Dubey, Chief Digital & Marketing Officer at L’Oréal, shared a fascinating vision of how the world’s number one beauty brand is using artificial intelligence (AI) to reinvent the consumer experience and strengthen its connection with beauty.

From Mexico City a key strategic market for the company due to its young population, growing sophistication in beauty routines, and rapid digital adoption, Asmita Dubey said how AI has become a transformative tool for both consumers and marketing teams.

“When AI arrives, we’re going to use it responsibly to express what can be communicated in very creative ways,” says Dubey.

One of the brand’s most notable launches is “Beauty Genius,” an AI-powered virtual beauty assistant now available on the L’Oréal Paris website in the United States. This tool allows users to:

•  Get personalized skin diagnostics
• Virtually try on makeup and hair color
• Receive product recommendations from over 750 options
• Have Q\&A-style conversations with the assistant to resolve doubts

In addition, Beauty Genius is being integrated into WhatsApp, the world’s most-used messaging platform, bringing personalized beauty advice to anyone, anywhere.

The expert explains that AI impacts the entire consumer journey: from how they discover brands, how they shop and build loyalty, to how they receive personalized attention. For marketing teams, it also means new ways to create content, distribute it, and measure its impact.

“Technology is a layer touching all our lives. And in beauty where creativity, education, and inspiration are key, AI opens up new possibilities,” she says.

Indeed, we’ve seen how artificial intelligence (AI) has moved beyond being a futuristic promise to become a transformative force in the present. In the business world, its implementation is increasingly seen not as an option, but as a strategic necessity to remain competitive. According to an IDC FutureScape 2025 report, organizations that decisively move forward with AI adoption could experience double-digit growth in the coming years. In Mexico, for example, companies that strategically integrate AI are expected to reach 11% growth by 2025, confirming the technology’s potential as an economic catalyst.

Beyond the numbers, this period is shaping up to be a time of intense adaptation, in which AI is reshaping not only technical processes but also business models and consumer relationships. Its ability to automate tasks, anticipate behaviors, optimize resources, and create new revenue opportunities is impacting all levels of organizations.

In Mexico and Latin America, where digital transformation is progressing at varying speeds but with great momentum, artificial intelligence is emerging as a key ally for innovation.

The region is characterized by a young population, accelerated digital adoption, and a growing entrepreneurial ecosystem for integrating intelligent solutions.

In this new landscape, artificial intelligence is not just an emerging technology, it’s a new language through which brands, industries, and consumers are beginning to communicate.

Podcast: Beauty turns into AI, data, and new digital experiences