Estée Lauder leans into AI for both ads and product development

The beauty giant is creating a joint AI innovation lab with Microsoft.

Estée Lauder Cos. is creating a joint AI Innovation Lab with Microsoft, expanding a relationship that started in 2017 with a focus on speeding advertising and product development.

The marketer of more than 20 prestige beauty brands, including the eponymous Estée Lauder, Clinique, Bobbi Brown, Smashbox and Aveda, is applying generative capabilities in the Microsoft Azure OpenAI Service to its database of product and claim data. The idea is to apply conversational AI technology to the database to more quickly launch locally relevant campaigns globally.

“With Microsoft’s generative AI tools and extensive expertise, we are able to leverage ELC’s tremendous data to create more personalized consumer experiences and faster insights to action, resulting in increased speed to market and stronger local relevancy,” said Jane Lauder, executive VP of enterprise marketing and chief data officer for the beauty marketer, in a statement.

Estée Lauder’s move comes amid a growing focus on AI in beauty marketing, as rivals such as Unilever’s Dove and L’Oréal have put restrictions in place regarding how they use AI.

Full story at AdAge.