E.l.f. Beauty uses an AI tool called E.l.f.luencer to respond to customer comments on social media. This tool is trained on the company's stylebook and past human-written comments. E.l.f.luencer autogenerates responses to frequently asked questions about product launches and suitability. Human community managers review and approve these AI-generated comments before they are posted. This initiative has significantly increased the company's response rate on social media. Ekta Chopra, the chief technology and AI officer, oversees E.l.f.'s AI strategy and implementation. She leads a cross-functional AI steering committee to guide the adoption of AI across departments. The company is piloting numerous agentic AI use cases to enhance productivity and innovation. Internally, E.l.f. has developed AI tools like "B.F.e.l.f" and "e.l.f.line" to improve employee productivity and IT support. Employees also have access to a secure internal AI platform, enabling them to build and deploy their own AI applications.