"Ekta Chopra, the chief digital information officer of e.l.f. Beauty, says the fast-growing beauty brand is piloting 85 different agentic artificial intelligence use cases. But giving employees more access to generative AI tools doesn't come with a mandate from IT. "We want to give the tools in the hands of the people," said Chopra. "This is not an IT project.""
"Chopra set up a cross-functional AI steering committee earlier this summer with leaders from a variety of departments including legal, marketing, research and development. This group is responsible for propelling the agentic AI pilots forward, with the goal of getting most of these agents into full production within six months. "Power users," employees across the business who are the most eager to use AI in their workflows, are serving as testers during the early pilot phase."
"Chopra also spearheaded implementing all of the guardrails so that e.l.f. Beauty's employees can embrace agentic AI, which can complete more complex tasks with little human intervention, but do so securely. The necessary "pipes," as Chopra calls them, include training the company's proprietary data on a large language model that's built on Amazon Web Services and selecting two vendors, Microsoft Copilot and Writer, to help create the AI agents."
Ekta Chopra, chief digital information officer of e.l.f. Beauty, is leading pilots of 85 agentic AI use cases and expanding generative AI access without an IT mandate. A cross-functional AI steering committee including legal, marketing, research and development is charged with advancing pilots toward production, aiming to put most agents into full production within six months. Power users across the business are serving as early testers. The company implemented guardrails and is training proprietary data on a large language model hosted on Amazon Web Services, while partnering with Microsoft Copilot and Writer to build AI agents. Generative AI underpins growth and is organized into operative and creative investment buckets.
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