Coty is paying to show up in chatbot shopping answers
Coty, one of the largest beauty companies, announced a partnership on October 27 with Brandlight, a company that works on how brands appear in AI assistants and AI search. The goal is more of what the industry calls generative engine optimization: showing up when shoppers ask a chatbot for suggestions instead of searching for a brand by name. Coty says early pilots reworked product pages, creator content, PR, and launch materials, and that its brands appeared more often in AI recommendations. It didn't share any numbers or name which brands.
Why it matters
When a chatbot recommends a foundation or a fragrance, brands are now working to shape that answer. It's one more reason to treat AI shopping advice like any other ad until you've checked the product yourself. Ulta's shopping app inside ChatGPT is part of the same shift.
The story so far
Coty and Brandlight announce their partnership.