AI and Trust in Cosmetics Retail: Shaping Consumer Confidence in the Digital Age

This study investigates the role of Artificial Intelligence (AI) in shaping consumer trust and purchasing behavior within the cosmetic retail sector, with a particular focus on different retail channels. While AI-powered technologies, such as virtual try-ons, personalized recommendations, and diagnostic tools, are increasingly integrated into beauty retail, the influence of these tools on trust across online, in-store, and omnichannel contexts remains underexplored. Grounded in the Stimulus-Organism-Response (SOR) model, the research employs a quantitative approach with a preliminary sample of 111 respondents. Findings reveal that Perceived Usefulness (PU) of AI is the strongest predictor of trust, whereas AI-related concerns diminish it. Surprisingly, privacy concerns positively influence trust, possibly reflecting increased awareness and discernment among consumers. Moreover, trust in AI is associated with more deliberate and less impulsive purchase decisions. Although the information channel does not significantly affect trust, the study underscores the mediating role of perceived trust in AI-driven consumer behavior. These insights contribute to both theory and practice, informing future research on trust dynamics in AI-mediated retail experiences and offering actionable guidance for designing trustworthy AI applications in the beauty industry