Estée Lauder to Boost AI Discoverability, Expand Tech Ecosystem
Estée Lauder Cos. aims to optimize how it shows up on AI search by tapping into generative engine optimization and AI marketing at scale.
The company will partner with AI marketing platform Profound to obtain a unified view of how its brands are showing up on major AI search engines globally such as ChatGPT, Gemini and others. Estée Lauder will also be able to identify where it can improve its visibility and accuracy and learn how the company is being recommended to consumers.
The platform will pull together insights, using agentic tools to optimize content across brands’ product description pages, blogs, YouTube channels and content creation at scale so product information, ingredients, claims and benefits are easier for large language models to understand and surface to consumers.
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Aude Gandon, global chief digital and marketing officer, Estée Lauder, said the partnership gives every brand in the company's portfolio the ability to show up distinctly, consistently and accurately wherever consumers are asking for recommendations.
“The way people discover beauty is being rewritten in real time, and we intend to shape that shift rather than reacting to it,” Gandon said in a statement.
This is the next step in Estée Lauder's One Operating ecosystem, which establishes enterprise-wide AI so the company can better understand consumers and respond to evolving needs across emerging digital touchpoints.
