United StatesConsumer goods2026 – ongoinge.l.f. Beauty
E.l.fluencer drafts for social-media replies
e.l.f. Beauty said AI drafted 90% of community replies for human review
Problem
Community managers had limited time to answer customer questions on social media. Ekta Chopra said the team previously answered only 40% of questions.
Approach
e.l.f. Beauty built E.l.fluencer to prepare responses for community managers. Employees reviewed the suggested answers before posting them. Chopra said the system helped the team answer customers faster.
Results
No published figures
Takeaway
Human review remained part of publishing each response. The company did not disclose a measured reduction in drafting time.
Categories
- Industry
- Consumer goods
- Business function
- Customer serviceMarketing and sales
- Innovation type
- Process innovation
- AI technology
- Generative AI
- Adoption
- Built in-house
- Evidence
- Company's own claim
Sources
Source summaries
In an interview, Ekta Chopra described AI-generated community replies that employees reviewed before publication. She said the team had previously answered 40% of customer questions and now responded faster.
Full details are in the original sources.
