Cosnova embraces AI with a decentralized, team-driven approach

Cosnova, the beauty brand behind Essence and Catrice, is adopting AI tools with a hands-off approach. Instead of top-down orders, teams are experimenting on their own. Constance Stein, a generative AI expert, is guiding the company through the process.

The latest episode of the Work in Progress podcast dives into these efforts, discussing both the progress and persistent hurdles in workplace AI adoption. Cosnova’s AI rollout centres on ChatGPT Enterprise, licensed for all employees. Teams use it as their primary tool, while specialised needs are met with additions like the Product Concept Buddy. Rather than generating images or marketing copy, staff rely on AI for conceptual support—helping refine ideas and streamline workflows.

The company avoids rigid directives, letting departments test and adopt tools independently. Stein highlights this decentralised strategy as key to Cosnova’s approach. Yet challenges remain, particularly in getting leadership fully engaged and ensuring AI is used effectively. Many employers share this uncertainty, eager to harness AI but unclear on the best methods.

The Work in Progress podcast examines these real-world cases, offering insights into how businesses like Cosnova navigate AI integration. Listeners can subscribe to the show through their preferred podcast platform to explore the full discussion. Cosnova’s model shows how AI adoption can grow organically within a company. By trusting teams to explore tools themselves, the brand aims to build practical, long-term solutions. The podcast episode provides a closer look at both the successes and ongoing questions in workplace AI use.