A branch of artificial intelligence that involves training algorithms to learn patterns from data and make predictions or decisions without being explicitly programmed for specific tasks.

In beauty e-commerce, machine learning powers personalized product recommendations by analyzing customer skin types, preferences, and purchase history. It enables features like shade matching, ingredient analysis, and predictive inventory management. Brands such as Sephora and Ulta use machine learning algorithms to deliver tailored shopping experiences that increase conversion rates and customer satisfaction.