In partnership with WPP Media, the brand is using AI-led conversations around skin concerns to introduce its pH 5.5 proposition.
Sebamed, marketed in India by USV, is experimenting with a new digital advertising environment by partnering with WPP Media to test advertising on ChatGPT.
The initiative promotes Sebamed’s Gentle Facial Cleanser for oily and combination skin, placing the product within AI-driven skincare discovery. The activation is built around the brand’s core pH 5.5 proposition and conversations covering oily skin, cleansing, dryness and overall skin health.
Rather than depending primarily on conventional audience targeting, the initiative looks at what consumers are actively asking about and uses those conversations as an opportunity for product discovery.
Pranay Rao, vice president – Marketing, USV, said the initiative reflects Sebamed’s focus on adapting to changing consumer behaviour while retaining its skincare expertise. As consumers increasingly use AI platforms for information and recommendations, the brand sees an opportunity to participate in these moments of consideration.
Vishal Shah, senior vice president, Client Solutions, India, WPP Media, said AI is changing how consumers discover information and evaluate products, creating new possibilities for media planning.
The activation comes as conversational AI increasingly becomes part of the consumer decision-making journey. For Sebamed, the experiment offers an early look at how AI-led conversations could evolve into a new space for brand discovery and consideration.
