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How Olay Uses Artificial Intelligence to Double Conversion Rate

At the Marketing AI Institute, we read dozens of articles on artificial intelligence every week to uncover the most valuable ones for our subscribers and we curate them for you here. We call it 3 Links in 3 Minutes. Enjoy!

Wouldn’t it be nice to double your company’s conversion rate in just two years? Well, with the help of artificial intelligence, it’s entirely possible–just ask Olay.

According to VentureBeat, the Procter & Gamble child company started leveraging AI in 2016 with the launch of the Olay Skin Advisor. Users take a selfie in the online tool and it generates a report with an accurate skin-age estimate, plus recommendations for care.

In the background, the AI-powered engine uses the selfies to match users with certain products and care regimens. The system was built by Nara Logics, a company that specializes in content matching and works with a variety of high-profile clients, including the CIA.

Since introducing Skin Advisor, Olay has not only doubled their conversion rate, but also increased their average cart size (it increased by 40 percent in China alone), and cut the bounce rate to a third of what it previously was.

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