Coty Builds End-to-End Gen AI Content System
Coty is putting real-time, AI-enabled content creation at the core of its consumer beauty division, which includes brands CoverGirl, Rimmel and Sally Hansen.
The company is partnering with Pencil and the generative AI marketing platform's sister company, Jellyfish, to lead the transformation and creative.
Coty will embed end-to-end generative content capabilities across its consumer beauty brands, enabling creative and marketing teams to generate, deploy and optimize images and videos with greater speed, scale and efficiency.
Beginning July 1, Coty will embed a dedicated team within its organization through the partnership — one that's fully integrated into campaign workflows across brands and markets on a global scale.
"Our brands operate in a high‑velocity consumer environment, but speed without control doesn't scale," Gordon von Bretten, president of consumer beauty at Coty, said in a statement. "This partnership allows us to increase the pace and volume of content creation while maintaining governance, brand integrity and data ownership. It's a step change in how we operationalize creativity across consumer beauty."
Coty will use a full content workflow, from ideation to copywriting through image and video production, to meet enterprise standards for governance, security and IP ownership. The company will retain full ownership of its brands, assets and data throughout.
This effort is at the center of a broader content transformation at Coty, alongside initiatives that include new digital set management capabilities, digital twins and virtual production. Together, the investments underscore a shared ambition to scale creativity responsibly, improve efficiency and build a marketing ecosystem fit for the pace of modern consumers.
A version of this article first appeared on the site of sister brand P2PI.
