Ekta Chopra, CDO elf beautyartificial intelligence is about empowerment, not replacement, and digital innovation is about humanity, not just technology.
In the keynote speech at CGT Consumer Goods Sales and Marketing Technology SummitIn a talk held Oct. 28-29 in Chicago, she outlined how Elf Beauty continues to push boundaries by integrating data, AI, and human creativity.
“The future of growth lies at the intersection of data, humanity, and intelligent technology,” she said.
Founded in 2004 as a digitally native brand selling $1 cosmetics online, Elf has always grown at the intersection of accessibility and innovation. Today, Elf is a $1.4 billion company powered by a culture that Chopra describes as more of a rocket ship than an airplane. The idea of being nimble, fearless, and experimental is driving everything from corporate marketing to AI-driven decision-making.
See also: Learn about Elf’s color matching personalization tools
At the heart of the Elf strategy is connected commerce and personalization at scale. Elf’s Beauty Squad loyalty program has over 6 million members and serves as a real-time data engine, enabling brands to truly connect across digital and physical touchpoints.
“Data is more than just information,” Chopra says. “It’s ignited.” Every effort, from TikTok trends to Twitch collaborations, deepens the company’s understanding of its community and fuels the next wave of viral moments.
