L'Oréal Partners With OpenAI to Optimize Research, Marketing, Consumer Experiences
L'Oréal will strengthen several initiatives in its AI roadmap by adding capabilities to support agentic commerce, elevate consumer journeys, and automate research and marketing tasks.
It will work with OpenAI to strengthen product discovery within the tech company's ChatGPT platform, focusing on visibility for brands such as Lancôme to Kérastase.
The company will also embed the virtual try-on makeup tool for Maybelline New York directly into ChatGPT, allowing consumers to use the L'Oréal ModiFace technology in AI conversations with real-time responses.
Within its research efforts, L'Oréal is using OpenAI's life sciences model, GPT-Rosalind, to help map the skin microbiome at scale, identifying beneficial bacteria so it can accelerate the development of next-gen skincare, particularly for the La Roche-Posay brand.
And within marketing, L'Oréal is piloting an AI-native advertising approach on ChatGPT for its SkinCeuticals, CeraVe and Garnier brands.
The company will also strengthen its in-house generative AI beauty content platform, CreAItech, with the latest AI capabilities. This will help L'Oréal optimize efforts around automated image and content creation, while aligning with heritage brand standards.
L'Oréal's AI roadmap focuses on three priorities:
- Augment the consumer experience with personalized, AI-enabled beauty tools.
- Empower its employees to work smarter and more creatively at scale.
- Build AI capability across the end-to-end organization.
The company has already trained 73,000 employees in generative AI, equipping them with internal tools such as L'OréalGPT and personal AI companions.
“At L’Oréal, we believe we can be more demanding of AI to augment our beauty consumers, our metiers such as marketing and research, and our employees," Asmita Dubey, chief digital and marketing officer at L’Oréal, said in a statement.
