Estee Lauder Bolsters DTC Strategy With AI-, Data-Driven Approach
The Estee Lauder Cos. plans to expand its digital commerce capabilities through an AI- and data-enabled platform co-developed with Shopify, marking a major step in the company’s direct-to-consumer (DTC) strategy.
The beauty company said the multi-phase collaboration will create a unified DTC experience designed to reach consumers “in smarter, faster and more personalized ways.” The first phase of the rollout is slated for the first quarter of 2026.
By leveraging real-time data, emerging technologies and AI-driven insights, Estée Lauder aims to improve speed to market and build more cohesive brand experiences across its portfolio.
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Brian Franz, chief technology, data and analytics officer, said the effort will provide the company with real-time data, insights and AI-enabled capabilities, enabling it to deliver "breakthrough personalization" in a more agile way.
“Through this partnership, we are poised to unlock new levels of consumer centricity and omnichannel shopping experiences,” said Stephane de La Faverie, president and CEO, in a statement, adding that this is part of the company's goal to leverage data, technology and creativity to anticipate consumer needs and "connect their brand experiences across channels and touchpoints seamlessly."
Driving Efficiency and Personalization in E-Commerce
Estee Lauder joins a growing list of companies unifying and optimizing their e-commerce strategies with Shopify’s support.
- SharkNinja recently launched a single DTC platform for its flagship brands, using AI to streamline and personalize the shopping experience.
- Ollie, a dog food company, partnered with Shopify to manage thousands of meal plan combinations tailored to a dog’s breed, age, weight, allergies and preferences.
- Grove Collaborative, a retailer of sustainable household and personal care products, also teamed with Shopify to increase scalability, enhance mobile and subscription capabilities, and reduce operating costs.
Estee Lauder’s new partnership reflects a continued industry-wide push to integrate data and AI to drive personalization, efficiency and long-term customer engagement.
This article was originally published by P2PI sibling brand Consumer Goods Technology.
