TLDR: Leading hair tool brand ghd has launched an innovative AI-powered ‘Curl Finder’ quiz on its website. Designed to enhance personalization and elevate consumer engagement, the quiz features AI-generated hair looks across diverse textures, lengths, and colors, aiming to simplify the selection of curling tools and coincide with the release of the new ghd chronos curve collection.
ghd, a prominent name in hair styling tools, has officially rolled out its new AI-powered ‘Curl Finder’ quiz, marking a significant step in integrating artificial intelligence into the beauty tech industry. The quiz, accessible on the ghd website, is engineered to address a common pain point for consumers: confusion when selecting the right curling styling tools for their desired look.
The interactive quiz showcases a wide array of AI-generated hair looks, encompassing various hair textures, lengths, and colors. This visual aid is intended to help users visualize potential styles and make informed decisions about which ghd styling tool will best achieve their desired outcome. A crucial aspect of its development involved the ghd professional education team, who meticulously approved each AI-generated look to ensure accuracy and alignment with the brand’s standards.
Jeroen Temmerman, CEO of ghd, emphasized the brand’s strategic approach to AI integration. “The beauty tech industry is undergoing a profound transformation, driven by the increasing integration of artificial intelligence,” Temmerman stated. “We are strategically integrating AI to enhance consumer experiences, education, and personalized recommendations – while staying true to our craft.” He further added that a recent survey revealed women often suffer from ‘curl confusion,’ struggling to choose the correct tool for their desired curl. The Curl Finder Quiz, developed by ghd’s brand and education teams, directly addresses this by simplifying choice through technology and deepening education and personalization.
Despite embracing AI, ghd maintains a strong commitment to authenticity. The company has affirmed that AI will never replace real hair or professional stylists, stating, “Authenticity remains at the heart of our brand, and we are committed to using real models and professional stylists across all campaigns and touchpoints.” It is important to note that the AI-generated imagery is exclusively featured within the interactive quiz and is clearly labeled as such, not appearing elsewhere in the customer’s shopping experience.
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The launch of the Curl Finder quiz coincides with the introduction of the new ghd chronos curve collection, the latest advancement in the chronos HD Technology category. This collection is designed to accelerate styling while simultaneously protecting hair from extreme heat damage. By leveraging AI, ghd aims to provide an elevated and informed shopping experience, streamlining the consumer journey and fostering deeper engagement, particularly as younger generations, like Gen Z, increasingly expect AI-powered personalization in their beauty interactions.
