EP331 - E.L.F. Beauty CDO, Ekta Chopra

0:42 Welcome to the Jason and Scott Show 0:57 Live from Las Vegas 1:09 Guest Introduction: Ekta Chopra 1:51 The Best Panel Ever 3:06 Ekta's Journey to Elf Beauty 4:26 Understanding Elf Beauty 6:28 From Cosmetics to Multi-Channel 8:02 AI in Retail: The Future 14:22 Maintaining Company Culture 22:30 The Impact of TikTok Shop 25:31 Attribution in a Multi-Channel World 29:19 Implementing AI at Elf 34:52 The Future of AI and Retail 40:53 Balancing AI with Humanity 46:21 The Importance of Loyalty Programs 48:04 Conclusion and Farewell

Welcome to a special live edition of the Jason & Scot Show!

In this episode, recorded live from Groceryshop in sunny Las Vegas on September 30, 2025, hosts Jason Goldberg and Scott Wingo celebrate the return of in-person podcasting after three years, reminiscing about their origins in the live podcasting scene and the upcoming 10-year anniversary of the show. Together, they welcome special guest Ekta Chopra, the Chief Digital and Innovation Officer of Elf Beauty, who shares insights into the fast-changing landscape of beauty and eCommerce.

Ekta discusses her journey to Elf Beauty, a brand that has consistently emerged as a bold disruptor in the cosmetics industry. She explains how Elf was innovative from the start, selling $1 cosmetics online at a time when digital platforms were still developing. She proudly notes how the brand has evolved from its original direct-to-consumer model to a successful omnichannel powerhouse with a portfolio that now includes elf Cosmetics, elf Skin, and collaborations with other beauty brands.

The discussion naturally transitions into the role of AI in eCommerce and how Elf is leveraging AI tools to revolutionize customer engagement and product development. Ekta emphasizes the importance of being where their community is by adopting new platforms such as TikTok, where Elf has successfully engaged consumers through authentic connections with content creators. The episode also dives into how the brand is navigating the evolving landscape shaped by AI, including enhancing search capabilities and content strategy to stay relevant and connected with younger consumers.

As the conversation progresses, the hosts discuss the importance of data and customer-centric strategies in the age of AI. Ekta shares the significance of the Elf loyalty program in creating a seamless customer experience and maintaining relationships with consumers. The commitment to "human-in-the-loop" processes ensures effective integration of AI technologies while addressing ethical concerns.

Listeners are encouraged to check out Ekta's informative Substack, "AI Chef," for insights into the intersection of AI and commerce, where she shares her ongoing learning journey and best practices for integrating AI into business operations.

This exciting episode wraps up with a nod to the future of commerce, the balance between technology and humanity, and the continuing evolution all brands must undergo as they adapt to the changing marketplace.

Join us for this engaging conversation filled with wit, humor, and a valuable glimpse into the future of beauty and eCommerce.

**Episode 330 of the Jason & Scot Show was recorded live from Groceryshop on September 30th, 2025.** Don't forget to subscribe, leave a review on iTunes, and follow us on social media for more exciting news and updates!

Join your hosts Jason "Retailgeek" Goldberg, Chief Commerce Strategy Officer at Publicis, and Scot Wingo, CEO of ReFiBuy and Co-Founder of ChannelAdvisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing.

Join your hosts Jason "Retailgeek" Goldberg, Chief Commerce Strategy Officer at Publicis, and Scot Wingo, CEO of GetSpiffy and Co-Founder of ChannelAdvisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing.