A generative-AI-powered social media bot is churning out content with 90% accuracy at e.l.f. Beauty, but the company is still using humans to make sure posts sound true to the brand.
After nine months of training on social media data, the model, nicknamed “elf-luencer,” is now “talking like e.l.f.” around 90% of the time, according to the cosmetics company's chief digital officer Ekta Chopra. It uses emojis and the brand’s “elf-isms” like “elf-mazing” and “elf-ing awesome.”
