Sephora's Global VP of Data, AI, and Insights, Géraldine Servouze, presented the company's OpenAI-powered strategy at the OpenAI France event in June 2026. The centerpiece: a Shopping Assistant built on OpenAI models, now integrated directly into ChatGPT. This is a retailer moving AI from internal experiment to customer-facing product at scale.
The talk covers the actual architecture decisions, not just outcomes. Servouze details why guided user experience matters more than open-ended prompting in retail contexts, how Sephora handles recommendation transparency, and what a sustained test-and-learn loop looks like when you are running it across a global beauty customer base.
If you work in applied AI, retail tech, or product, the ChatGPT integration case alone is worth the runtime. The honest accounting of lessons learned, including what did not work, makes this more useful than a standard keynote. The full session is the primary source.
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