Dailymotion Advertising: Artificial Intelligence Is Redefining the Beauty Journey in Mexico and Colombia

Dailymotion Advertising, the advertising division of the global video platform, explores how artificial intelligence is moving beyond promise to become a practical tool in the beauty industry. From discovering new products to making purchasing decisions, AI is increasingly accompanying consumers and helping them make personalized, informed and confident choices.

This is highlighted in two new Dailymotion Advertising studies, “Beauty AI: Redefining the Rules”, examining the impact of artificial intelligence on the beauty purchasing journey in Mexico and Colombia. Together, the studies surveyed 17,211 adult internet users—3,213 in Mexico and 13,998 in Colombia.

The findings reveal growing demand for personalized experiences, reliable analysis and visual tools that help people discover, evaluate and purchase beauty products. Colombia also ranks as the second market globally and the first in Latin America for the adoption of AI applied to beauty among the countries included in the research.

FROM DISCOVERY TO DECISION: AI SUPPORTS EVERY STEP
AI’s influence is not concentrated at a single point in the consumer journey. It is present throughout the different stages of the beauty experience, although its perceived value peaks when consumers need to compare options, validate information and make a decision.

In Mexico, 18% of consumers identify the consideration stage as the point where AI provides the most value, followed by the decision stage at 15%. In Colombia, consideration also reaches 18%, while decision-making reaches 16%.

In other words, AI is becoming a tool for guidance and validation. It not only helps consumers discover products, but also choose them with greater confidence and understand why a particular option may be right for them.

WHAT DO CONSUMERS EXPECT? THREE PILLARS REDEFINING BEAUTY
The studies identify three major pillars shaping consumer expectations in both markets:

1. Personalization and adaptation

Recommendations based on skin type are particularly relevant, with 25% of consumers in Mexico and 21% in Colombia valuing them. Personalized video tutorials also stand out, at 16% and 18%, respectively.

These figures show that consumers expect experiences that adapt to their specific needs rather than providing generic recommendations.

2. Technical analysis and intelligence

Personalization, however, is not enough on its own. Consumers are also looking for concrete information to evaluate product compatibility and performance.

In Mexico, 19% value ingredient verification, 19% AI-generated review summaries and 18% direct comparisons. In Colombia, these preferences reach 18%, 17% and 18%, respectively.

AI is therefore emerging as a tool that can simplify complex information and turn it into useful insights for decision-making.

3. Visual and interactive experiences

The ability to visualize results before purchasing also plays a central role. Virtual try-ons are valued by 18% of consumers in both countries, while before-and-after simulations reach 17% in Mexico and 16% in Colombia.

For consumers, being able to see how a product might work before purchasing it can make the difference between hesitation and a decision.

TO BUILD TRUST, GRABBING ATTENTION IS NOT ENOUGH
At the discovery stage, consumers in both markets are looking for a combination of personal relevance and social proof. In Mexico, 19% prioritize peer validation and 20% AI-generated review summaries. In Colombia, reviews from people with similar skin types reach 18%, while AI-generated review summaries reach 16%.

Personalization and community therefore outperform approaches based solely on expert opinions or promotions. The message for brands is clear: connecting with audiences requires more than simply communicating a product’s features. Brands also need to show how a product can respond to real experiences and needs.

FROM CONSIDERATION TO DECISION: GUIDANCE AND VISUALIZATION MAKE THE DIFFERENCE
As consumers move further along the journey, personalized guidance and visual support become increasingly important.

In Colombia, 51% value active support when making decisions and 47% value visual assistance, with particular interest in AI-powered virtual consultations, timely recommendations, virtual try-ons and before-and-after simulations.

In Mexico, a science-based approach reaches 52%, while guidance and visual support reach 47%. These expectations are driven by ingredient verification, intelligent comparisons and the need to visualize realistic results before making a choice.

For brands, this represents an important evolution. It is no longer simply about communicating a product’s general attributes, but about demonstrating why it is right for a specific individual and how it can fit into their beauty experience.

THE JOURNEY DOESN’T END WITH THE PURCHASE
The post-purchase stage remains the least developed, but it offers a clear opportunity to build longer-lasting relationships.

Currently, only 10% of Mexican consumers and 13% of Colombian consumers consider AI valuable after purchase. However, future expectations point to significant potential.

In Mexico, 22% expect brands to teach them new techniques and help them get the most out of their products. In Colombia, 37% highlight the importance of skill development, while 14% are interested in maintaining long-term relationships with brands that remember their preferences.

This is precisely where a new opportunity emerges for brands: accompanying consumers beyond the transaction through personalized tutorials, progress tracking and educational content. The purchase can thus become the beginning of a relationship, rather than its endpoint.

For Dailymotion Advertising, these findings show that AI can play a central role at every stage of the beauty journey—from discovery and inspiration to validation, purchase and continued product use.

ABOUT THE STUDIES
The “Beauty & AI: Redefining the Rules” studies were developed by Dailymotion Advertising’s Insights & Data Solutions team in September 2025. The research included 3,213 adult internet users in Mexico and 13,998 in Colombia, all aged 18 and over, with weighted samples designed to achieve national representativeness.

The studies are part of an international research initiative examining the impact of artificial intelligence on the consumer beauty journey.