Gen Z is using ChatGPT as a dermatologist. What does it mean for brands?

Gen Zs have found a new ally in their quest for clearer skin. Rather than waiting for dermatology appointments or combing through beauty sites and TikTok videos, they are turning to artificial intelligence for personalised skincare advice tailored to their specific skin type, concern and budget. “Teach me how to get rid of acne as if you were Dr Sandra Lee, aka Dr Pimple Popper,” asks one user to ChatGPT in a video posted to TikTok, which has over 100,000 views. Within seconds the large language model (LLM) responds: develop a consistent skincare routine, avoid touching your face, use non-comedogenic products, consider over-the-counter acne products such as retinol, and watch your lifestyle and diet. In another video, a creator shares their new skincare routine, recommended by ChatGPT after they uploaded a photo of their face and outlined their main skin concerns. It includes Cetaphil Daily Facial Cleanser, Thayers Witch Hazel Toner and La Roche-Posay SPF 60 sunscreen, which dermatologist Dr Katie Beleznay stitched on TikTok to review. “Not bad, I give it a seven out of 10,” she said. These are just two of the 3,000 videos (and counting) that have appeared on TikTok to showcase the use of ChatGPT as a dermatologist. “I’ve certainly noticed more patients mentioning AI to me recently, and generally they are asking me to review what has been recommended to them,” Beleznay says. To her, it isn’t that different from the past when people would get recommendations from beauty and lifestyle magazines — in fact, AI offers advantages for personalisation that were lacking in traditional media. “I believe AI can be helpful alongside dermatologists to help patients with general education, especially for patients with limited access to a dermatologist.” She adds a note of caution, however: “It is not a substitute for medical advice and anyone with potential medical concerns related to their skin health should see an appropriate health care professional.” The rise of ChatGPT as a trusted skincare resource highlights a broader trend: Gen Z’s shift towards AI-driven guidance. For years, brands have relied on platforms like TikTok and Instagram to reach younger consumers, with influencer partnerships, user-generated content and SEO tactics essential to driving brand awareness. Now, ChatGPT is reshaping this landscape, pushing brands to adapt their strategies to ensure their products are recognised within algorithms, too. However, as this space grows, so do the risks. A recent study by the International Journal of Environmental Research and Public Health examined ChatGPT’s accuracy in dermatological diagnosis. While the AI was 93 per cent accurate in providing differential diagnoses (distinguishing between conditions that have similar symptoms), it struggled with precise final diagnoses. “The likely risk is using the wrong product that may irritate your skin, but a bigger concern is using AI to diagnose skin conditions that should be assessed medically,” warns Beleznay, pointing to things like potentially cancerous lesions. As ChatGPT and other LLMs gain traction, skincare brands must navigate a new frontier where visibility isn’t just about Google rankings but about relevance in the evolving AI landscape. With proactive strategies brands can adapt to this shift, but who’s at fault if something goes wrong? AI as a new frontier for product discovery For many Gen Z users, AI’s appeal lies in its immediacy, affordability and personalisation. Dermatologist visits, while effective, are costly or require very long wait times. In contrast, beauty magazines and websites can feel biassed, especially with overtly sponsored content and digital media’s growing reliance on affiliate marketing (paid recommendations), as pointed out by pro-ChatGPT users on TikTok. Dermatology content has boomed on TikTok in recent years, as millions of Gen Zs consult short-form videos for help diagnosing their skin issues, understanding factors that contribute to acne or rosacea, and seeing what products dermatologists or fellow sufferers recommend. The #Acne, #Dermatology and #SkinTok hashtags have amassed 2.5 million, 200,000 and 1.2 million posts, respectively — flooding FYPs with at-times conflicting advice. ChatGPT offers a quicker, more direct and tailored solution for general skincare advice and product recommendations that is more akin to a dermatology consultation than other media can offer. “AI is changing the game,” says Chelsea Mtada, senior strategist at beauty PR Seen Group. “For Gen Z and millennials, AI tools hit the mark on their expectation for tailored solutions and self-expression, making AI not just a trend but a serious engagement driver.” So how can brands make sure they are picked up by the algorithm? Brands can’t rely on paid ads in the same way they can on Google. “Our goal is to create a system where the focus is on genuine value rather than gaming it,” says a spokesperson for OpenAI, the creator of ChatGPT. This approach centres on leveraging the AI model’s intelligence to assess content quality based on the user’s specific needs. While OpenAI collaborates with publishers to enable its systems to understand content more deeply and facilitate integrated product experiences, it considers all online sources in its evaluations, the spokesperson explains. Unlike popular search engines such as Google, OpenAI currently has no plans for sponsored recommendations or advertisements in ChatGPT’s search capabilities. “We are still learning what it takes to be recommended by LLM tools like ChatGPT,” says recognised SEO leader and author Dr Marie Haynes, who has been advising brands on SEO for over 16 years. She notes that the main difference between ChatGPT and Google is the conversational nature of the enquiries. “Rather than a keyword-based search like ‘best acne treatment’, users can engage in conversational queries with ChatGPT, allowing the AI to recommend a blend of products, routines and even lifestyle changes.” Haynes references a test she conducted to illustrate the difference. “I just said to ChatGPT, ‘I have acne. Have any suggestions?’ It gave me a litany of advice including cleansing, product use, diet changes and more,” she explains. However, when she asked for product recommendations it switched to search, a new feature that retrieves up-to-date information and links from the web. Interestingly, the product suggestions on ChatGPT were different from those suggested on search engines like Bing or Google. “ChatGPT has likely relied on a combination of the knowledge in its training data along with the recommendations on those pages,” she says. Haynes predicts that ChatGPT may in time evolve into an agent capable of purchasing products and organising delivery on users’ behalves. Haynes points out that perceived authority on a topic seems to be a key factor in ChatGPT recommendations. “If a brand wants to appear in AI recommendations, publishing articles on relevant, up-to-date research is essential. It’s about producing a body of genuinely helpful content that covers skincare topics thoroughly,” she says. Despite the temptation, brands should not just use AI to generate articles, however, as Chat GPT also appears to prioritise originality alongside relevance. “Publish new and interesting information. Write about new studies and research. Do your own research. Do amazing things for your community. Get people talking about your brand,” Haynes advises. Brands can also take a proactive approach by directly engaging with the AI. “If ChatGPT is recommending competitor products over yours, ask it why,” she says. “Try a prompt like, ‘Can you tell me why you recommended those sites over mine? What advice can you give me for improving so that you will also recommend me?’” Curious myself, I asked ChatGPT to recommend me facial cleansers to treat acne. After listing several popular ones, I used Haynes’s above prompt to ask why it didn’t recommend a certain cleanser. It blamed the price point. “I often start with products that are effective yet affordable for a broad audience,” it told me. To improve the chances of recommending a certain brand, ChatGPT then suggested that the brand highlight clinical studies, dermatologist endorsements and showcase before-and-after results to reinforce its efficacy and appeal. Additionally, ChatGPT said providing guidance on incorporating the cleanser within a full skincare routine and sharing user testimonials would help users see its value, and even at a premium price, would “make [a brand] more widely recognised as an effective, worthwhile option” to its algorithm. Another challenge is how to track engagement and whether recommendations made through ChatGPT are converting to sales. Tools like Google Analytics 4 (GA4) can show whether traffic is coming from platforms like ChatGPT, and which pages are receiving referrals — but brands still don’t have access to keyword search data. As brands rethink their strategies, some are taking the steps to integrate AI-driven solutions into their platforms, over which they have more control. Payment services firm Klarna has introduced a proprietary AI-based shopping assistant that provides product recommendations and shopping routines, all within its app ecosystem. Beauty brands and retailers might consider developing similar features, offering personalised routines that keep consumers engaged directly on brand-owned platforms rather than broader platforms like ChatGPT, says Seen Group’s Mtada. “We’re now seeing brands using AI to offer consumers ultra-personalised experiences, from virtual try-ons to product recommendations that actually feel like they get you,” she says. “AI’s power lies in its ability to connect with consumers on a highly individual level, moving past the old ‘one-size-fits-all’ beauty to something that resonates on a personal scale.” Navigating potential legal implications While ChatGPT and similar tools are transforming skincare advice, experts warn that there are limitations and risks. AI lacks the nuanced, hands-on approach of in-person consultations and can’t perform safety tests or skin assessments. “There are things AI simply can’t do, like evaluating skin integrity or conducting patch tests,” says Simone Shoffman, head of education at medical supplier Healthxchange. Who’s actually at fault if something goes wrong, say if a user has an adverse reaction to a skincare routine recommended by ChatGPT? To date, there are no recorded cases of harmful misdiagnoses. However, there have already been high-profile cases of AI missteps in other medical fields. For instance, the US National Eating Disorders Association recently “retired” its chatbot Tessa after it began issuing tips on calorie counting. ChatGPT’s disclaimers may not be enough to cover it from liability, says Mona Schroedel, managing associate at UK-based national law firm Freeths. “If someone buys a car and does not keep to the speed limit, it will not be the manufacturer’s fault if the driver gets a speeding ticket,” she offers as a metaphor. “However, this may change if there is an accident and it happened because there was an initial mechanical fault.” Data privacy is also a critical concern, as users upload huge volumes of personal information to ChatGPT in order to get tailored, personalised recommendations. For Gen Z, ChatGPT might be a new go-to skincare companion, but it’s a balanced approach — combining AI advice with professional guidance — that will be essential to ensure that high-tech beauty doesn’t come at a high cost. Comments, questions or feedback? Email us at feedback@voguebusiness.com.

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