Celebrity Brand AI Demand: What The New AI Index Means for Talent

People now ask ChatGPT about celebrity brands by name, and the numbers are large. In research with Talent Resources, 5W found that Rare Beauty, founded by Selena Gomez, drew about 33,600 US ChatGPT prompts a month and Fenty Beauty, founded by Rihanna, about 24,400, from August to October 2026. Tatcha, a brand with no celebrity founder, grew fastest. Here is what that means for talent and brand partners.

What did the research find?

The Celebrity Brand AI Demand Index counts how often people mention seven beauty brands when they prompt ChatGPT in the United States. Rare Beauty and Fenty Beauty each drew more prompts than four of the five brands without a celebrity founder, and only Tatcha drew more than either. Tatcha's prompts rose about five-fold from August to October, which 5W did not test for cause. The index measures demand and does not measure which brands ChatGPT recommends.

What does it mean for talent and brand partners?

Michael Heller, founder of Talent Resources, said: "Celebrity partnerships have traditionally been measured through awareness, engagement and sales. AI introduces another important measure: whether a brand appears when consumers are actively looking for recommendations. For talent, founders and marketers, that creates a new opportunity to build lasting brand value beyond the celebrity's name."

Talent and brand teams can add three checks to a partnership review. Ask how often people already prompt AI about the brand by name. Ask the AI engines what they say about the deal and check it against the record. Plan launch content around the questions people ask, such as which product, which shade or where to buy. These are suggestions, and the study did not test them.

Where is the full study?

The tables, the month-by-month data and the methodology are on 5W's research page. Read the full Celebrity Brand AI Demand Index

Frequently asked questions

What is the Celebrity Brand AI Demand Index?

A study led by 5W that counts how often people mention seven beauty brands when they prompt ChatGPT, published as part of a research series with Talent Resources.

Does it show which brands AI recommends?

No. It shows demand, meaning how often people ask, and not which brands the AI suggests.

Who ran the research?

5W selected the brands and ran the analysis using Profound's tools. Talent Resources is the research partner for the series.

Research by 5W, in partnership with Talent Resources.

About Talent Resources: Talent Resources is a global marketing agency founded by Michael Heller in 2007, specializing in celebrity, athlete and influencer relationships.