AI Search in Beauty: How Consumers Are Using ChatGPT vs. Google Search

Artificial intelligence is changing how beauty consumers search for information, discover products, and seek personalized recommendations. As AI-powered search tools like ChatGPT gain adoption, beauty brands must understand how consumer search behavior differs across AI platforms and traditional search engines.

In AI Search in Beauty: How Consumers Are Using ChatGPT vs. Google Search, Spate analyzes consumer search behavior across ChatGPT and Google to uncover how beauty consumers are using AI search for product recommendations, beauty routines, skincare concerns, makeup techniques, and hair care guidance.

The report explores the growing role of AI search in beauty, the emergence of Generative Engine Optimization (GEO), and how brands can improve visibility across both AI-powered and traditional search experiences.

Download the report to discover:

• How large the AI search opportunity for beauty brands is
• The key differences between ChatGPT and Google Search in beauty
• Why consumers use AI tools for beauty research and recommendations
• How shoppers use ChatGPT for makeup, skincare, hair care, and personalized routines
• The beauty topics generating the highest engagement across AI search
• What ChatGPT search behavior reveals about evolving consumer preferences
• How beauty brands can increase AI visibility through GEO and SEO
• Actionable insights for navigating the future of AI-powered search

As consumers increasingly turn to AI for personalized beauty guidance, brands have an opportunity to better understand the questions, concerns, and recommendations consumers seek throughout the discovery journey.

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Whether you're a beauty brand, retailer, marketer, or insights professional, this report provides valuable data on how AI search is reshaping beauty discovery and what it means for future search strategies.

Download the report today to learn how ChatGPT and Google Search are influencing beauty discovery — and how your brand can stay ahead.

Frequently Asked Questions

What is AI beauty search?

AI beauty search refers to consumers using AI tools like ChatGPT to research beauty products, routines, and recommendations. This report examines how that behavior compares to traditional Google Search.

How does Spate analyze ChatGPT search behavior?

Spate combines proprietary Google Search data with ChatGPT panel and query data to compare how consumers search across both platforms. The report highlights where the two platforms overlap, where they diverge, and what that means for brands.

Who is this report for?

The report is designed for beauty brands, marketers, and consumer insights teams looking to understand how generative AI is shaping product discovery, and how to adapt their search and content strategy accordingly.

Why should beauty brands care about ChatGPT search?

As consumers increasingly turn to AI tools for product research, brands that understand these emerging search patterns can get ahead of shifting discovery behavior before it shows up in traditional channels.

How can beauty brands improve their AI visibility?

The report outlines a framework for combining ChatGPT query insights with Google search data to inform content and GEO strategy.