Recently, Estée Lauder Companies (ELC) announced a partnership with technology company OpenAI, aiming to leverage artificial intelligence (AI) technology to unlock deep insights for its many well-known brands.
Image Source Note: Image generated by AI, image licensed from service provider Midjourney
These brands include Estée Lauder, Clinique, La Mer, Bobbi Brown Cosmetics, and Aveda, among others. This collaboration will allow Estée Lauder to deploy Generative Pre-trained Transformers (GPT) across all brands, helping more teams enhance work efficiency through AI-driven insights and creativity.
Estée Lauder has gradually integrated ChatGPT into its workflows over the years, creating over 240 customized GPTs. These GPT tools enable employees to better engage in product development and marketing, thus keeping pace with emerging skincare and beauty trends.
One of the standout applications is the "Fragrance Insights GPT," which was developed to assist the fragrance forecasting team in extracting valuable insights from consumer surveys. By analyzing a vast dataset of consumer survey data, this tool can reveal trends and preferences, helping ELC design products that meet the needs of different demographics.
Estée Lauder's Fragrance Insights Lab has also launched the "Clinical Trial Data GPT," which can quickly extract efficacy data for skincare products from thousands of clinical trial reports, such as determining the immediate moisture improvement percentage of a product through simple queries.
Additionally, ELC has developed a dedicated Copywriting GPT, providing tailored copywriting assistance for various brands, helping generate detailed, meaningful content that aligns with brand identity across multiple platforms. There is also a "Vendor Snapshot Generator GPT," which compiles basic information about vendors, ELC's purchasing history, and other relevant details.
With ELC's extensive adoption of the ChatGPT Enterprise Edition, the creativity of the company's employees is fully unleashed, allowing them to better serve today's consumers. Jane Lauder, Chief Data Officer and Executive Vice President of Corporate Marketing at Estée Lauder, stated, "Our collaboration with OpenAI enables us to utilize the enterprise version of ChatGPT, protecting our valuable data assets built over more than 75 years. AI allows us to launch market-leading products on a larger scale and more effectively."
Furthermore, ELC established an AI Innovation Lab in April this year in partnership with Microsoft, further expanding the global strategic relationship between the two companies. Utilizing Microsoft's Azure OpenAI services, they are developing solutions to enhance the connection between ELC's more than 20 high-end beauty brands and consumers, and to accelerate the speed of product market launch.
Key Points:
🌟 Estée Lauder partners with OpenAI to enhance brand insights and creativity using AI technology.
📊 The company has developed 240 customized GPTs to assist employees in efficient product development and marketing.
💡 The establishment of the AI Innovation Lab further strengthens the connection between Estée Lauder and consumers.
