The Estée Lauder Companies (ELC) announced its cooperation with OpenAI to use artificial intelligence technology to improve the efficiency and innovation capabilities of its brands. This cooperation will use generative pre-trained transformer (GPT) technology to empower multiple brands such as Estee Lauder, Clinique, and La Mer, and assist in product development, marketing, and consumer insight. The editor of Downcodes will explain in detail how Estee Lauder uses AI technology to enhance brand competitiveness while maintaining its brand advantages.
Recently, Estée Lauder Companies (ELC) announced a cooperation with the technology company OpenAI, aiming to use artificial intelligence (AI) technology to unlock in-depth insights for many of its well-known brands.
Picture source note: The picture is generated by AI, and the picture authorization service provider Midjourney
These brands include Estee Lauder, Clinique, La Mer, Bobbi Brown Cosmetics and Aveda, among others. This collaboration will enable Estée Lauder to deploy Generative Pre-trained Transformers (GPT) across all brands, helping more teams improve work efficiency with AI-driven insights and creativity.
Estée Lauder has gradually integrated ChatGPT into its workflow over the years and has created more than 240 custom GPTs. These GPT tools enable employees to better develop and market products that align with emerging skin care and beauty trends.
Among them, one of the most prominent applications is the "Fragrance Insights GPT", which was developed to help fragrance forward-looking teams extract valuable insights from consumer surveys. By analyzing a huge set of consumer survey data, the tool reveals trends and preferences, helping ELC design products that meet the needs of different groups of people.
Estee Lauder's Fragrance Insights Lab also launched "Clinical Trial Data GPT," a tool that can quickly extract skin care product effectiveness data from thousands of clinical trial reports, such as determining a product's immediate moisturizing improvement percentage through a simple query.
In addition, ELC has developed a dedicated copywriting GPT to provide brands with a tailor-made copywriting assistant to help generate detailed, meaningful and brand-aligned content across multiple platforms, as well as a "Supplier Snapshot" Generator GPT" can synthesize the basic information of each supplier, ELC's procurement history and other relevant details.
With ELC's extensive adoption of ChatGPT Enterprise Edition, the company's employees' creativity has been fully stimulated and they can better serve today's consumers. Jane Lauder, chief data officer and executive vice president of corporate marketing at Estée Lauder, said: "Partnering with OpenAI allows us to use an enterprise version of ChatGPT to protect our valuable data assets for more than 75 years. AI allows us to more Launch market-leading products at scale and better.”
In addition, ELC also cooperated with Microsoft in April this year to establish an AI innovation laboratory to further expand the global strategic relationship between the two parties, using Microsoft's Azure OpenAI service to develop solutions to enhance the relationship between ELC's more than 20 high-end beauty brands and consumers. connections and accelerate product launches into the market.
The cooperation between Estee Lauder and OpenAI demonstrates the huge potential of artificial intelligence in the beauty industry and provides a reference for other companies. Through the application of AI technology, Estee Lauder not only improves efficiency, but also gets closer to consumer needs, laying a solid foundation for future development. We look forward to Estee Lauder bringing more innovations and surprises based on AI technology in the future.