Rethinking Consumer Purchase Behavior: Lessons from Cetaphil's AI Advertising Strategy
- Jessy Costas
- Jul 22
- 3 min read
Changing Purchasing Decisions Behavior
A significant shift is happening in how people make purchasing decisions. Cetaphil is one of the few brands adapting with a strategy that aligns with these changing consumer behaviors.
According to a recent AdAge article, Cetaphil is leaning into the way Gen Z (and increasingly, all of us) are using AI to research, compare, and evaluate products. Instead of relying solely on Google or social media, consumers are going straight to tools like ChatGPT and asking questions like:
“What’s the best moisturizer for sensitive skin?”
“What’s better, Cetaphil or CeraVe?”
“What skincare routine should I follow for eczema?”
These are real, intent-driven moments. And they’re not happening on a search engine homepage—they’re happening inside AI tools that deliver curated answers, side-by-side comparisons, and personalized suggestions.
The New Role of AI in the Purchase Journey
This isn’t about AI replacing traditional advertising channels like search, SEO, or paid media—it’s about AI emerging as a new and influential layer in the consumer decision-making process.
Instead of bouncing between articles, reviews, and product pages, shoppers are asking AI for a complete picture—and often getting it in a single, conversational response.
That means AI is becoming:
A research assistant
A comparison engine
A buying guide
And in many cases, a first impression
It’s an incredibly powerful moment for brands. But only if they show up in the right way.
What Cetaphil Got Right
Cetaphil didn’t just dip a toe into AI—they built a strategy around it. And not just in advertising.
They activated AI across multiple parts of the business:
Digital and content teams structured product info in a way AI tools could pull and use
Marketing and comms created messaging tailored for real consumer questions
Customer service embraced AI tools to provide better, more consistent answers
Product and ops teams aligned to ensure what the AI says reflects what the brand delivers
This isn’t just forward-thinking—it’s consumer-centric. Cetaphil recognized where and how purchase decisions were starting, and responded by being present, relevant, and helpful.
What This Means for Other Brands
If you’re in marketing, media, or strategy, this isn’t just interesting—it’s actionable.
Here’s how to start adapting:
✅ Reimagine your customer journey: Don't assume discovery starts with a search bar or ad. It might start with “Hey ChatGPT, what’s a good skincare brand for dry skin?” Ask yourself how your brand would show up in that moment.
✅ Build AI-aware content: That means clarity, structure, and utility. Think FAQs, product benefits in plain language, and clear comparisons. Make it easy for AI tools to understand and surface your value.
✅ Align cross-functionally: AI touches more than just digital—it impacts how products are explained, how support answers questions, and how marketing shows up in new environments.
✅ Test and learn: Start by plugging your brand or product into ChatGPT or Perplexity and see what shows up. You might be surprised by what’s missing—or what’s being said.
Final Thought
Cetaphil’s approach is a great reminder that smart marketing isn’t just about showing up—it’s about showing up where consumers are making decisions.
AI tools like ChatGPT are becoming powerful touchpoints in that journey. They’re not replacing traditional channels, but they are reshaping how people move from curiosity to confidence.
And if your brand wants to be part of that conversation, it’s time to start planning for it—intentionally.
At Sentric Marketing Solutions, we help purpose-driven brands stay ahead of behavior shifts like this and build strategies that scale with the future in mind. If you're ready to integrate AI into your customer journey, let's connect.
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