Olay's success with Skin Advisor highlights the value that consumers place on personalized experiences and the ways in which technology solutions like AI are helping brands better craft those types of experiences. The tool takes some of the guesswork out of shopping for skincare products -- which can be overwhelming -- by providing a rough facsimile of one-on-one beauty consultation that requires only a few steps from the user, such as taking a selfie. This level of personalization can help brands build customer loyalty and increase sales, as Olay has demonstrated. Marketers are beginning to embrace AI and related technologies to improve customer service, offer tailored recommendations and analyze large troves of data. Olay's use of AI is in line with the broader trend of retailers leading the way in spending on AI and cognitive systems.