Sabrina Cherubini believes you need to lean into artificial intelligence rather than let it happen to you. As the chief marketing officer at FullBeauty Brands, Cherubini is actively using AI to address challenges and drive innovation within the organization. During a session at the Women in Retail Leadership Circle Pavilion at CommerceNext 2026, Cherubini discussed how she takes AI use cases from vision to execution.

By cultivating a vision, Cherubini says, leaders can chart a road map to future-proof their businesses. AI-driven solutions for optimizing e-commerce funnels, automating reporting, and serving up personalized fit imagery are proving to be effective use cases for FullBeauty Brands. With AI, leaders can “ solve the things that you wanted to solve for a long time,” according to Cherubini.

Rather than focusing solely on cost savings, Cherubini advocates for leveraging AI to unlock engines of value across the FullBeauty Brands organization. This forward-thinking approach ensures that teams add tangible value to the business.

“Honestly, I couldn’t manage 19 brands and 150 people on my team with five different teams if I didn’t have Claude and ChatGPT  helping me.”