HOW E.L.F. BEAUTY IS BUILDING AI INTO ITS COMMUNITY MANAGEMENT

Summary from the TLDR Marketing newsletter

E.l.f. Beauty's AI reply tool, E.l.f.luencer, is trained on the brand's own stylebook and years of past community-manager responses to answer social comments automatically, with every reply still reviewed by a human before it posts. The tool now generates 90% of the brand's TikTok and Instagram replies in E.l.f.'s specific tone, language, and emoji use, pushing the response rate from 30-40% before launch to more than 80% now. That volume would be impossible for a manual team to match, and the same AI investment underpins a broader program of 85 agentic pilots the company is moving toward full production.