Cosnova embraces AI with a decentralized, team-driven strategy

Cosnova, the beauty brand behind Essence and Catrice, is adopting AI with a hands-off approach. Instead of enforcing strict company-wide rules, teams are free to test tools on their own. Constance Stein, an expert in generative AI, is guiding this process as the company explores practical applications. The company’s AI strategy centres on ChatGPT Enterprise, which all employees can access. Rather than using AI for creative work like image generation, staff sought help with conceptual tasks. For more specific needs, additional tools—such as the 'Product Concept Buddy'—have been introduced.

Stein has highlighted common hurdles in AI adoption, including difficulties in engaging leadership. Many businesses want to use AI but struggle to find the right methods. At Cosnova, the push for AI comes from individual teams rather than top-down directives. The topic is discussed in depth on the *Work in Progress* podcast, where Stein shares insights on recurring challenges. The episode is available on Apple Podcasts and Spotify. Listeners can also subscribe via their preferred podcast app or manually add the RSS feed.

Cosnova’s decentralised approach lets teams experiment with AI at their own pace. The company relies on ChatGPT Enterprise as its main tool, with specialised solutions for niche tasks. The podcast episode offers further details on the ongoing integration and its broader implications for businesses exploring AI adoption.