The Estée Lauder Companies and Google Cloud bring generative AI to transform luxury digital experience
30 Aug 2023 --- The Estée Lauder Companies (ELC) has expanded its partnership with Google Cloud to leverage generative AI across brand sites to upgrade the digital experience. This will enable the company to understand consumers better, direct R&D efforts and translate the prestige of its beauty brands to digital experiences.
“At ELC, we aim to delight consumers with transformative products and services. Through our collaboration with Google Cloud, we are creating high-touch, personalized experiences online that our consumers expect from every interaction with our brands,” says Gibu Thomas, EVP online at ELC.
“By working with Google Cloud’s generative AI technologies, our data science teams are unlocking new ways to serve our consumers.”
ELC claims it was an early collaborator within the beauty industry to apply Google Cloud in its technology strategy.
No delay response
Google Cloud’s gen AI will enable ELC to monitor real-time consumer sentiment and feedback. It is valuable for the company to know how to address consumer concerns – without delay. The AI also “responds to external trends.”
“The beauty market is undergoing a significant transition, with heightened consumer expectations, ever-changing trends and a shift to personalization,” comments Thomas Kurian, CEO at Google Cloud.
“Our work with ELC to build a foundational data platform is now helping drive new generative AI use cases that will transform the consumer experience and the beauty industry overall.”
Leveraging Google services
In additional developments, ELC is creating new-gen AI business applications on Vertex AI, Google Cloud’s AI platform.
The partnership will enable the company to understand better consumers and direct R&D efforts.
The applications are expected to streamline operations and simplify business workflows that can lower operating costs and open opportunities for productivity.
Apart from Vertex AI, ELC uses Google’s large language model PaLM 2 to “completely understand consumer sentiment” on social media and call center operations.
ELC’s use of Google services enables it to tailor consumer experiences for over 20 brands, including Estée Lauder, Clinique and Tom Ford Beauty, across more than 40 countries.
“With Google Cloud’s Retail Search and Recommendations AI solutions, ELC has created personalized experiences for consumers across its websites to increase consumer satisfaction, create new cross-selling opportunities and optimize customer lifetime value,” shares the company.
Beauty software in spotlight
Software service company Haut.AI unveiled SkinGPT, making it the “first” to incorporate generative AI technology for modeling skin conditions. Users can use the AI to create synthetic images to see how their skin might change over time when using certain skin care products.
Personal Care Insights spoke to EveLab Insight and Haut.AI about their technologies while examining global market data on the evolving consumer landscape for dermatological innovations.
Earlier this year, Revieve formed a strategic alliance with Google Cloud that facilitates the beauty industry to accelerate its omnichannel digital transformation toward personalized solutions and strengthen relationship-driven commerce.
The world of beauty commerce is in the middle of a transformational shift, challenging old, transaction-driven business models used by brands and retailers and enforcing a new era of relationship-driven sales.
By Venya Patel
