How e.l.f. Beauty uses AI to handle 100% of customer DMs

views. So I'd say we're always curious, always looking for, like, how can we disrupt? Where can we go? And I'd say the same is true with AI. Our our initial focus on AI is how can it enable our team to do even better. So AI has enabled our community managers to be able to communicate, and basically handle a 100% of the DMs that come in. It's allowed automation in areas that Pete frankly, people don't really wanna do over and over and over again. And so we really look at it as an enabler of how can we better connect with the communities we serve.

And you're you're not worried that getting closer to AI resources will in any way put off,