Two-Minute Case Study - Artificial Intelligence: Sephora's Newest Beauty Advisor
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CEFR लेवल
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सबटाइटल्स (53 segments)
Downloadwhen you think of artificial
intelligence you might think of Syria or
Skynet come with me if you want to live
but what about skin care the use of
artificial intelligence and search is on
the rise across retailers this is Katie
Groody senior research specialist of
Beauty us at Gartner for marketers
Sephora has been the top-ranked brand
and Gartner l-2 specialty retail index
since 2013 and recently they've been
navigating the challenges of evolving
consumer search behavior with some
pretty innovative tactics consumers are
getting more detailed in their product
searches the downside for brands here is
that these more detailed searches
typically have higher average cost per
clicks then more general product
searches like face primer and this makes
page search efforts more expensive for
brands and retailers alike this is where
sephora's AI generated landing pages
come in if you google best foundation
for sensitive skin the search results
might include a unique Sephora URL
leading to a page filled with products
personalized to your query this is an AI
generated landing page these pages are
inaccessible via on-site navigation on
Sephora
instead they're acting explicitly as
landing pages in Google search results
hyper optimized to align with the
consumer search query by putting that
keyword into the URL string of the page
so how did this help Sephora in q2 2019
Sephora organic search visibility
against these efficacy oriented searches
was 56% that's a 6% increase relative to
q4 2018 in the same time period so forth
a I generated landing pages accounted
for 25% of the retailer's total organic
search results that's a 7 percent
increase from q4 2018 so what can brands
learn from Sephora brand should reach
out to retail partners to identify
optimization steps they can take to
secure visibility on these AI pages this
is particularly important given the
likelihood that investment in this sort
of technology is bound to increase
you
Key Vocabulary (50)
toward
"Go to school."
belonging
"Cup of tea."
also
"You and me."
inside
"In the house."
specific
"That book."
Used to show who is intended to have or use something, or to explain the purpose or reason for an action. It is also frequently used to indicate a specific duration of time.
A preposition used to indicate that something is in a position above and supported by a surface. It is also used to indicate a specific day or date, or to show that a device is functioning.
A preposition used to indicate that people or things are together, in the same place, or performing an action together. It can also describe the instrument used to perform an action or a characteristic that someone or something has.
Used to refer to the person or people that the speaker is addressing. It is the second-person pronoun used for both singular and plural subjects and objects.
Used to identify a specific person, thing, or idea that is physically close to the speaker or has just been mentioned. It can also refer to the present time or a situation that is currently happening.
A third-person plural pronoun used to refer to two or more people, animals, or things previously mentioned. It is also commonly used as a singular pronoun to refer to a person whose gender is unknown or to someone who identifies as non-binary.
A pronoun used to ask for information about something or to identify a specific thing or action. It functions as an interrogative word in questions or a relative pronoun to refer to the thing mentioned.
An adverb used to emphasize the quality, intensity, or extent of an adjective or another adverb. It indicates that something is very or extremely high in degree.
A conjunction used to introduce a condition or a situation that might happen. It expresses that one action depends on the occurrence of another event.
The plural form of 'this', used to identify specific people or things near the speaker in space or time. It can function as either a pronoun or a determiner to point out multiple items.
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Description
Would you accept skin care recommendations from Siri or Skynet? Maybe not, but you might have been served A.I.-picked recommendations, thanks to Sephora. As retailers ramp up artificial intelligen...
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