Coty Partners With Brandlight on AI Search
The beauty company is working with AI visibility firm Brandlight to improve how its brands appear in generative search recommendations.
Updated on Nov. 6, 2026 in Artificial Intelligence
Coty has partnered with AI visibility company Brandlight to optimize its generative engine presence, aiming to make its brands more discoverable as consumers use AI tools. Early pilot results show Coty increasingly appearing in AI-generated recommendations, including when users do not search for brand names.
Why it matters
As shoppers increasingly turn to AI assistants for product suggestions, brands that fail to appear in those answers risk losing visibility. Coty's effort reflects a broader shift in how consumer goods companies are modernizing advertising for agentic and generative search.
Coty reports a 70% to 90% reduction in post-production asset costs for selected brands, and is focusing efforts on its top six brands across its top five markets. The company has not disclosed quantitative figures for the increase in AI-generated recommendations, and the extent of the pilot's impact remains unclear.
The players
Coty
Coty is a global beauty company with a portfolio of fragrance and cosmetics brands that is pursuing AI-driven discoverability in generative search.
Brandlight
Brandlight is an AI visibility company that helps brands optimize their presence in generative engine results.
The details
The integration includes measurement, insights, enablement, training and optimization work, with optimized content, product detail pages, creators' assets, digital PR and launch toolkits all supporting searchability. Coty's teams receive new tools and insights to respond to consumer needs, and the company has previously worked with Microsoft, ServiceNow and OpenAI on AI initiatives.
Timeline
Earlier this year: Coty reported asset cost reductions of 70% to 90%.
November 6, 2026: Article published on Coty's AI discovery partnership.
Industry Context
Coty's effort applies generative engine optimization, a practice aimed at making brands appear in AI search answers rather than only in traditional search results. The move follows Coty's earlier AI collaborations with Microsoft, ServiceNow and OpenAI, and its recent partnership with Pencil and Jellyfish to embed generative content capabilities.
Shoppers who use AI assistants for product suggestions may increasingly see Coty brands surfaced in those answers, even without searching for a brand by name. The shift changes how consumers encounter beauty products, moving discovery from direct brand searches toward AI-generated recommendations.
The takeaway
Brands are increasingly treating AI-generated answers as a new discovery channel, and optimizing for those answers is becoming part of routine marketing. Consumers may find new products through AI recommendations rather than through traditional search or advertising.
Further reading
For more on how generative tools are reshaping product discovery, see the Artificial Intelligence section.
Source note: This article includes information reported by Consumer Goods Technology.
