How E.l.f. Beauty Is Pushing Boundaries at the Intersection of Data, Humanity, Intelligent Technology
For Ekta Chopra, CDO of E.l.f Beauty, artificial intelligence is about empowerment, not replacement, and digital innovation is not only about technology but humanity.
In her keynote at CGT’s Consumer Goods Sales & Marketing Tech Summit, held Oct 28-29 in Chicago, she outlined how E.l.f. Beauty continues to push boundaries by uniting data, AI and human creativity.
“The future of growth lies at the intersection of data, humanity and intelligent technology,” she said.
E.l.f. has always thrived at the crossroads of accessibility and innovation since launching in 2004 as a digital-native brand selling $1 makeup online. Today, E.l.f is a $1.4 billion powerhouse, fueled by a culture that Chopra describes as a rocket ship rather than a plane. That mindset of being fast, fearless and experimental drives everything from the company’s marketing to its AI-driven decision-making.
See also: Learn about E.l.f.'s color-matching personalization tool
The heart of the E.l.f strategy is connected commerce and personalization at scale. E.l.f.'s Beauty Squad loyalty program exceeds 6 million members and serves as a real-time data engine, allowing the brand to authentically connect across digital and physical touchpoints.
“Data is not just information,” Chopra said. “It’s ignition.” Every engagement, from TikTok trends to Twitch collaborations, feeds the company’s understanding of its community fueling the next wave of viral moments.
Chopra emphasized, however, that technology is only as powerful as the human touch that guides it. E.l.f.'s proprietary tools, Elfluencer and Elfalytics, use AI to track performance, predict engagement and personalize outreach though each system operates under human oversight.
“Our community can tell when something feels automated,” Chopra noted. “We never compromise the human connection. Data gives us insight, AI gives us power, but humans give us purpose.”
Chopra also highlighted the need for a strong digital foundation to unlock AI’s potential across the enterprise. She urged leaders to prioritize data governance and cross-functional collaboration to ensure marketing, IT and operations move in sync. “AI thrives where teams do,” she explained. “When everyone speaks the same data language, innovation becomes a shared capability — not a siloed skill.”
E.l.f. operates on a model that balances governance and agility, where education plays a vital role, according to Chora, and her vision is that every employee is empowered to know how to ask better questions, interpret results responsibly and act with empathy and insight.
Chopra emphasized that the convergence of data and humanity is not a distant goal but the present moment.
“AI won’t replace human creativity," she said. “But those who harness AI with purpose will lead the way. The most successful brands of tomorrow will be those that stay agile, authentic and deeply connected to their communities.”
