Cosnova's AI revolution starts with trust—not top-down rules

Cosnova, the beauty brand behind Essence and Catrice, is adopting AI in a unique way. Instead of enforcing tools from the top, the company lets its teams explore solutions themselves. Their approach relies on guidance from Constance Stein, a specialist in generative AI, and a focus on practical workplace needs.

The latest episode of the Work in Progress podcast dives into Cosnova’s strategy. It also examines how other businesses are applying AI in real-world settings. Cosnova’s AI rollout centres on ChatGPT Enterprise, which all employees can access. Rather than using AI for creative tasks like generating images, staff turn to it for conceptual support. This includes brainstorming ideas or refining project plans.

The company avoids rigid, company-wide rules. Teams test different tools based on their specific needs. For example, the Product Concept Buddy—a custom AI assistant—helps with specialised tasks. This decentralised method encourages experimentation while keeping adoption flexible.

Many employers remain hesitant about AI, unsure how to implement it effectively. The Work in Progress podcast explores these challenges, offering insights from businesses like Cosnova. Episodes are available on Apple Podcasts and Spotify, with an option to subscribe via RSS in other apps.

Constance Stein, the AI expert advising Cosnova, highlights the importance of letting teams drive adoption. Her role involves guiding staff rather than dictating how they should use the technology. Cosnova’s model shows how AI can fit into daily workflows without heavy-handed policies. By trusting teams to find their own solutions, the company aims to make adoption smoother and more relevant. The Work in Progress podcast continues to track similar cases, providing practical examples for businesses navigating AI integration.