The“ ChatGPT glow-up” trend is everywhere on social media. This ChatGPT-generated post is typical of the content circulating on Instagram and TikTok
ACTION PLAN: What to do next
Give yourself an assignment: Ask AI to create an athome skin-care routine. Keep asking it questions. Ask why it chose specific products or ingredients. Ask how your brand fits into the bigger spa and wellness picture. You’ ll be amazed at what you learn about what AI sees— and what you should publish so it sees you.
With so much intelligence at our fingertips, the beauty industry is being caught up in this shift. Imagine an esthetician powered by a large language model( LLM) who knows every ingredient in every skin-care product, with information on awards it’ s won, celebrities it’ s used by and how each product can work with your own individual skin type.
You don’ t have to imagine it. It’ s already here. often shows its sources: Reddit, InStyle, Wikipedia, lifestyle websites, the list goes on. Reddit appears as a source about 40 percent of the time, with Wikipedia right behind it, and media mentions playing a big role. The more your brand appears on your site and in credible outlets— think reviews,“ best of” lists and expert roundups— the more likely AI is to say, Ah, there’ s something to this and rank it as relevant. Niche print publications with specific interests may thrive— but the online world is fierce and the stakes are high to get high-quality media placements.
GEO is the new SEO If you haven’ t started learning AI, you are late to the game. Your business can’ t afford to ignore it and moving into the new year, you need to re-evaluate and refresh your online strategies. Think GEO( generative-engine optimization, also known as answer-engine optimization). Just as search engine optimization( SEO) helps Google find you, GEO helps chatbots bring your brand to the forefront.
The question for marketers: How do you get products, spas and companies recommended by LLMs? If chatbots are trained on the web, you’ ll need to present clear, structured, useful information online that they can understand and share with the end user.
Benefits: What’ s in it for the spa industry? l AI search is in its infancy. Train your team to publish content that is clear, concise and grabbable. It’ s one channel in your marketing mix.
l PR matters— more than ever. When you ask AI questions,
Red flags: What should make you nervous? l Reviews are in the mix: Yelp, Tripadvisor and Google Reviews all factor into AI recommendations. In a world with fewer clerks and more self-checkout, brands that create a culture of care stand out. Encourage reviews and answer every one of them. You’ re teaching AI— and your guests— that you listen.
l Invest in a writer: Social media has trained us to think visually— ensuring our photos and videos are stunning— and to believe words are less important. They are not. AI can produce the copy you request— but it won’ t fool GEO and SEO. Hire a freelancer or a sharp new college grad to craft original content that cuts through the clutter.
l Follow the money: Is there a world where big beauty brands place ads in front of someone who asks ChatGPT Create a home skin-care regimen for me? Yes. AI agencies have said advertising is coming. Prepare your budget now. n
DARLENE FISKE is the owner of The Fiske Group, an award-winning public relations and marketing firm based in Austin, Texas. A University of Texas journalism graduate, she works with luxury hospitality and wellness clients, delivering personalized strategies and proven results. Fiske’ s clients have enjoyed exposure in leading lifestyle media outlets including The New York Times, AFAR and The Drew Barrymore Show, and she has been referred to as the“ Unicorn PR Gal” by the press. | thefiskegroup. com
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