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p-Index From 2021 - 2026
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All Journal Journal of Management - Small and Medium Enterprises (SME's)
Ainur Rofiq
Department of Management, Faculty of Economics and Business, Brawijaya University
Economics, Econometrics & Finance

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Artificial intelligence content in skincare marketing: A systematic literature review Antonius Felix; Ainur Rofiq; Nanang Suryadi; Arta Moro Sundjaja; Johanes Fernandes Andry
Journal of Management Small and Medium Enterprises (SMEs) Vol 19 No 2 (2026): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v19i2.26708

Abstract

This systematic review aims to synthesize recent research on artificial intelligence (AI) content in skin care product marketing by analyzing technological approaches, consumer perceptions, effectiveness, ethical considerations, and identifying research gaps to guide future research. The research method involved a comprehensive systematic search using the Google Scholar database, covering publications from 2018 to 2025. The results of this study show that the application of AI in skin care product marketing focuses on five main areas: (1) personalized product recommendations and diagnostics, (2) conversational AI and chatbots, (3) virtual trials and augmented reality experiences, (4) AI-generated content and synthetic influencers, and (5) predictive analytics and product configuration. The study concludes that AI content in skincare marketing has the potential to enhance personalization and consumer engagement, but widespread adoption requires addressing challenges related to transparency, privacy, authenticity, and inclusivity. Keywords: Artificial Intelligence; Skincare Marketing; Cosmetics; Personalization; Consumer Behavior
Co-Authors Antonius Felix Arta Moro Sundjaja Johanes Fernandes Andry Nanang Suryadi