Estée Lauder unleashes AI potential with Open AI's ChatGPT

The Estée Lauder Companies (ELC) is partnering with tech firm Open AI to unlock AI insights across its entire portfolio, including iconic brands such as Estée Lauder, Clinique, La Mer, Bobbi Brown Cosmetics, and Aveda. 

As part of the collaboration, Estée Lauder will deploy GPTs across all of its brands, empowering more teams to take advantage of AI-driven insights and creativity.  
In fact, the beauty giant has incorporated ChatGPT in its workflows over the years, with more than 240 custom GPTs that give their employees greater time and insights to do what they do best: develop new and market existing products with precision, aligned to emerging skincare and beauty trends, according to the release. 

One of the standout applications created by the GPT Lab is the “Fragrance Insights GPT”. Developed to help the Fragrance Foresight team extract insights from consumer surveys, the GPT analyses large consumer survey datasets to uncover trends and preferences, allowing ELC to design products that resonate with different demographics. 

“Before, we spent hours manually cleaning and organising data to uncover insights,” says Yuan Zhan, director of ELC’s fragrance foresight team. “With the Fragrance GPT, we can ask complex questions in plain English, and it combs through the data instantly.”  

The fragrance insights Lab members also launched the “Clinical Trial Data GPT”, which quickly extracts insights on skincare product effectiveness, such as determining the immediate moisturisation improvement percentage of a product from thousands of clinical trial reports with a simple query.  

Other GPTs include a Copywriting GPT that is a customised copywriting assistant for various brands, designed to craft detailed, meaningful and on-brand content across platforms, and a Vendor Snapshot Creator GPT that synthesises essential insights about each vendor, including their profile, ELC’s purchase history, and other relevant details. 

ELC’s widespread adoption of ChatGPT Enterprise is helping the company empower employee creativity and unlock insights to better serve today’s consumers, according to Open AI’s statement. 

“We were excited to partner with OpenAI because we wanted an enterprise version of ChatGPT that would enable us to protect our most valuable asset, which is 75+ years of data.” Jane Lauder, chief data officer & EVP, enterprise marketing, and member of ELC’s board of directors. 

“AI enables us to deliver market-leading products on a larger scale, and better. With OpenAI, we’re reducing low-value work for our employees and giving our teams the opportunity to create on a whole new scale,” added Lauder. 

MARKETING-INTERACTIVE has reached out to ELC for a statement. 

Back in April, ELC teamed up with Microsoft to create an AI Innovation Lab as an expansion of their global strategic relationship.  

Leveraging cutting-edge generative AI capabilities in Microsoft’s Azure OpenAI Service, the companies will work together to develop solutions that further empower ELC’s more than 20 prestige beauty brands as they create closer consumer connections and increase speed to market with local relevancy.  

The AI Innovation Lab further positions both companies as leaders at the forefront of reimagining the beauty industry with generative AI.

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