ghd goes live with AI quiz to enhance personalisation and elevate consumer engagement

ghd has launched an AI powered curl finder, allowing users to select their desired looks with the brand’s styling tools.

A quiz, available on the ghd website, features a range of AI generated hair looks across different hair textures, lengths and colours.

Throughout the AI development process, the ghd professional education team played a crucial role in approving each look. All imagery showcases real models with real hair,

“The beauty tech industry is undergoing a profound transformation, driven by the increasing integration of artificial intelligence” says Jeroen Temmerman, ghd CEO. “We are strategically integrating AI to enhance consumer experiences, education, and personalized recommendations - while staying true to our craft.

The company insists that AI will never replace real hair. In a press release, it states: "Authenticity remains at the heart of our brand, and we are committed to using real models and professional stylists across all campaigns and touchpoints. As we embrace the future, we continue to blend technology with authenticity, shaping the next chapter of beauty tech."

The quiz has been developed for the launch of the new ghd chronos curve collection - the latest development in the chronos HD Technology category, designed to speed up styling while protecting hair from extreme heat damage.

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.