The Estée Lauder Companies is expanding its Cloud presence and increasing its use of generative AI with a view to building out digital experiences across its collection of brands.
The beauty company was an early adopter of Google Cloud to boost its AI-powered technology strategy, helping to understand consumer opinions better, inform R&D efforts, and create high-touch digital experiences for their brands.
"Through our collaboration with Google Cloud, we are creating high-touch, personalized experiences online that our consumers expect from every interaction with our brands," said Gibu Thomas, EVP online with The Estée Lauder Companies Inc. "By working with Google Cloud's generative AI technologies, our data science teams are unlocking new ways to serve our consumers."
Leveraging Google Cloud’s gen AI capabilities, Estée Lauder will have access to real-time customer feedback monitoring, allowing the beauty retailer to respond to outside trends, address consumer concerns, and improve the overall user experience, the company says.
Using Google Cloud’s AI platform, Vertex AI, the company aims to develop new-gen AI business applications, including streamlining operations, simplifying business workflows, driving down operating costs, and creating new opportunities for productivity. Incorporating PaLM 2, Google’s large language model (LLM), will help Estee Lauder understand consumer opinion across brand channels, including social media and call center operations.
This announcement builds on the multi-year partnership between the two companies in which they worked with Eviden to deploy a data analytics platform across sales, marketing, and operations.
The combination of Google Cloud technologies like Vertex AI, BigQuery, and Looker will allow Estée Lauder to consolidate data into a single environment to increase understanding of consumer intent and tailor experiences across their 20+ brands, including Estée Lauder, Clinique, and Tom Ford Beauty across 40+ countries.
The company recently signed on as an early partner of OpenAI’s generative AI ChatGPT Enterprise platform, which includes “enterprise-grade” security and privacy. Other retailers like Block, Klarna, Canva, Carlyle, PwC, and Zapier have also signed on as early partners of ChatGPT Enterprise.
CPG companies can optimize price, promotion, and revenue growth with the help of generative AI. This cutting-edge technology can generate insights and recommend actions that take sales planning from weeks to minutes, with a high statistical likelihood of market success.
The direct-to-consumer lingerie brand, owned by Victoria’s Secret, is broadening its use of generative AI to enhance customer experiences, craft marketing materials, and accelerate the pace of innovation.