Ekta Chopra, chief digital officer at E.l.f. Beauty , is moving at the speed of light when it comes to utilizing AI to power the beauty company forward.

“What’s changed is you can actually talk to AI now and AI can generate. The age of AI has gone from curiosity to true capabilities that businesses can use for business value in many different ways,” she said during a presentation at the 2025 WWD Beauty Inc Catalysts conference in New York.

“It is probably the most game-changing tech evolution that has ever happened before,” she continued. “In the 1800s when railways were invented in America, it was about connecting different cities. It’s now about data connecting to different ecosystems to give you the intelligence and the tracks that you need to use the power of AI.”

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