Authors - Sana S Santhosh, Ashitha Mohan, Vishnu N Abstract - Artificial Intelligence (AI) has transformed the cosmetics market by providing tailored suggestions based on client interests and behaviors. This study investigates the correlation between AI-driven personalization and consumer trust, emphasizing critical elements such as the precision of AI recommendations, transparency, and the degree of customization. Research indicates that AI-driven customisation markedly improves client trust, therefore influencing consumer pleasure and brand loyalty. Trust development in AI-driven recommendations is contingent upon perceived reliability, security, and transparency. The review emphasizes that AI transparency techniques, including explainable AI (XAI), enhance customer confidence, whereas excessive personalization may provoke privacy issues. Moreover, the precision of AI recommendations is strongly linked to consumer happiness and intents to repurchase, enhancing perceived expertise and diminishing decision-making anxiety. Brands utilizing AI-generated cosmetic advice must equilibrate customisation, openness, and security to cultivate enduring consumer trust. Future research ought to investigate the ethical ramifications of AI personalization and analyze the evolution of confidence in AI-driven cosmetic brands over time. With the ongoing advancement of AI technology, it is imperative to optimize algorithms for precision and ethical concerns to maintain client confidence in the beauty sector.
