Estée Lauder goes all in with generative AI

The Estée Lauder Companies is strengthening its relationship with Google Cloud to include more applications of generative AI.

The brands will leverage generative AI to improve monitoring trends and consumer feedback in real-time while using Google Cloud’s AI platform.

Marketing and communications professionals experimenting with generative AI have increased as more platforms and service providers implement tools supported by the technology to produce new content faster.

Estée Lauder’s applications aim to better understand consumers’ thoughts and use those insights to improve research and product development goals. 

It is using Google Cloud’s application to improve social listening and track tabs on channels such as call centres.

The beauty and cosmetics industry has noticed consumer purchasing behaviours driven by social media apps such as TikTok.

Viral and ever-changing trends make it harder for marketing and r&d teams to roll out new strategies to appeal to younger consumers.  

According to CNBC, the spending power of Gen Z is expected to overtake that of millennials by 2031, although younger consumers have long been a target for the beauty industry.

Generative AI is one way marketers can manage the TikTok-ification of purchasing behaviours.

Marketers hope to achieve high-touch digital experiences through generative AI.

Thomas Kurian, CEO of Google Cloud, said: “The beauty market is undergoing a significant transition, with heightened consumer expectations, ever-changing trends and a shift to personalisation.”