![A model uses CU\'s \'AI Makeup Palette Maker\' kiosk. [Photo=CU]](https://contents-cdn.viewus.co.kr/image/2026/03/CP-2023-0070/image-c2960f9b-dd17-4193-b61f-fae8ab18f3f8.jpeg)
Artificial intelligence has become the new battleground for South Korea's convenience-store crown. BGF Retail and GS Retail—the two powerhouse chains—are duking it out over AI-driven beauty services. Both are betting big on a qualitative, data-fueled race to sell hyper-personalized experiences, from custom cosmetics to tailored product planning.
Industry sources say BGF Retail first introduced the 'Makeup Palette Maker' in March at two CU locations in Seoul—Hotel PJ and Yeonnam Ajit—and plans to roll the kiosk out to two academy-area stores in Daechi-dong in April, aiming for 100 locations by year-end.
The Makeup Palette Maker is a kiosk that uses AI to analyze a customer's personal color and mix a custom cosmetic palette on the spot.
GS25 was an early mover last July with an AI beauty device that scans a customer's face, analyzes skin brightness, saturation and color temperature, identifies their personal color, and recommends flattering shades.
Both companies pushed an AI-first agenda at recent shareholder meetings. At GS Retail's annual meeting on the 19th, CEO Heo Seo-hong framed the strategy around data and AI, saying, "We'll act quickly on real customer behavior data and build a virtuous cycle that keeps improving results. We will continue to expand investment in and use of AI and digital tools."
At BGF Retail's meeting on the 26th, the company announced a shift toward a sales-focused structure and put AI capability building front and center. CEO Min Seung-bae said, "We will embed AI capabilities across stores, marketing, logistics and beyond," adding, "We're launching companywide R&D to apply AI to real work and deliver measurable results."
AI isn't just for beauty tests — it's also the brain behind new product development. Take GS25's "Iced Fresh Chocolate Dubai," launched in January: using AI trend analysis, the chain slashed development time from 12 weeks to just three by quickly spotting trends through online mentions and consumer response data.
An industry insider says convenience stores have become the fastest offline channel for collecting and testing customer data. How quickly chains apply AI on the ground—and turn it into a real competitive edge—will shape the future of the convenience-store wars.
