Why You See That Serum First: Understanding the AI Behind Beauty Product Carousels
Introduction
You open an app, type in a question like “best serum for acne scars,” and within seconds, a curated list of products appears—ranked, pictured, and primed for purchase. But why that particular serum at the top? Why that cleanser in position two? What you’re seeing isn’t a random selection. It’s the result of machine learning models working behind the scenes to interpret your query, assess product relevance, and determine the most likely item you'll buy.
This article unpacks how beauty product carousels are ranked by AI, what factors determine who gets the top spot, and what brands can do to get their products seen first.
The Death of Default Sorting
Gone are the days of “most popular” or “best-selling” default sorts. In AI-powered environments—like ChatGPT Shopping, TikTok Shop, Google SGE, and Amazon Rufus—the product ranking logic has changed. These carousels are now dynamic, personalized, and driven by natural language understanding.
When a user asks, “I need a gentle serum for red acne scars that won’t clog my pores,” the AI parses intent and fetches products using multiple scoring layers that go beyond static popularity.
Key Signals Behind AI Product Ranking
Here’s what influences why a certain serum shows up first in your carousel:
1. User Intent Alignment
The AI understands that the user is looking for:
A serum
That is gentle
Helps with red acne scars
And is non-comedogenic
2. Product Tagging and Metadata
Products that have:
Tags like “for acne scars,” “non-comedogenic,” “niacinamide,” “post-acne treatment”
Structured data that matches the intent (e.g., "blemish recovery," "anti-inflammatory")
Score higher than products that lack that information—even if they’re technically suitable.
3. Review Sentiment
If hundreds of users say:
“Helped fade my acne marks”
“Didn’t break me out”
“Soothing and effective on sensitive skin”
Then the product is more likely to be selected by AI models trained on user feedback.
4. Availability and Delivery
Products available in the user’s country with next-day delivery are weighted more heavily. Many AIs deprioritize out-of-stock or import-only items.
5. Retailer Quality Signals
Platforms like Amazon and Boots assign internal trust scores to retailers based on return rates, seller history, and shipping reliability.
Real Example: Why CeraVe or La Roche-Posay Often Rank First
These brands are almost always in the top 3 of beauty product carousels. Why?
Well-tagged data across retail sites (e.g., “niacinamide,” “oily skin,” “fragrance-free”)
High review volume with consistent performance across different skin concerns
Approved by dermatologists and recommended in medical contexts
Affordable and widely available, which improves conversion rates
Supported by AI-friendly language, like "non-comedogenic," "barrier repair," "dermatologist developed"
It’s not necessarily about hype. It’s about data compatibility.
What Brands Can Do to Rank First
If you're a beauty brand aiming to dominate carousels, you need to play by the rules of AI visibility:
Write Descriptions Like an Answer
Instead of “hydrating serum with vitamin C,” say “A lightweight serum that helps fade acne scars, brighten dark spots, and is suitable for sensitive skin.”
Use Rich, Structured Metadata
Tag your products across all platforms with concerns, ingredients, texture, skin type, format, and certifications.
Mine Reviews Strategically
Encourage customers to mention why they bought the product and what it helped with. Use those phrases in product Q&A and support content.
Audit for Prompt Coverage
Test prompts like “best serum for post-acne hyperpigmentation” across ChatGPT, Perplexity, Google SGE, and see where your product ranks.
Optimize for Delivery
Partner with retailers that provide fast, local fulfillment. AI deprioritizes friction.
The Invisible Cost of Poor Visibility
If your serum doesn’t appear in the carousel—even when it meets the user’s need—you’re invisible. Most users don’t scroll past the top 3 to 5 results. Even fewer click into search pages when the carousel answers the question directly.
This is why even clinically effective products fail to gain traction. It’s not about efficacy alone. It’s about discoverability.
Conclusion
That serum you see first wasn’t placed there randomly. It’s the result of a chain of AI-driven decisions, trained on intent, data quality, and behavior signals. For brands, the new battle isn’t just to create better products—it’s to be better structured for AI.
To win in modern commerce, you must treat visibility like shelf space. Because in this new landscape, if AI can’t read you, consumers never will.