Estee Lauder Leverages Generative AI to Enhance Online Experience
The Estee Lauder Cos. has expanded its partnership with Google Cloud to leverage generative artificial intelligence across brand websites to better understand its customers and enhance the digital buying experience of prestige beauty.
Estee Lauder was an early collaborator in the beauty industry, tapping Google Cloud in an effort to accelerate its technology strategy, according to a media release. Through this enhanced partnership, Estee Lauder and Google Cloud will collaboratively explore AI-powered solutions to better understand consumer sentiment, inform research and development efforts and highlight prestige beauty brands through “best-in-class, high-touch” digital experiences.
Google Cloud’s generative AI capabilities will power real-time monitoring of consumer sentiment and feedback, allowing Estee Lauder to address consumer concerns, respond to external trends and improve consumer experiences. Estee Lauder is also developing new generative AI business applications on Google Cloud's AI platform, Vertex AI, to streamline operations and simplify business workflows to drive down operating costs while creating new opportunities for productivity.
The beauty giant is also using PaLM 2, Google's large language model (LLM), to gain a more complete understanding of consumer sentiment on brand channels such as social media and call center operations.
"Through our collaboration with Google Cloud, we are creating high-touch, personalized experiences online that our consumers expect from every interaction with our brands," Gibu Thomas, executive vice president of online, Estee Lauder, said in the release. "By working with Google Cloud's generative AI technologies, our data science teams are unlocking new ways to serve our consumers."
This move builds on a multi-year partnership between the two companies. Estee Lauder has worked with technology and development partner Eviden to deploy a data analytics platform across marketing, sales and operations. Using Google Cloud technologies, such as Vertex AI, BigQuery and Looker, Estee Lauder has consolidated its data into a single environment to better understand consumer intent and tailor consumer experiences for more than of its 20 brands (including its namesake, Clinique and Tom Ford Beauty) across 40-some countries.
Estee Lauder has also leveraged Google Cloud's Retail Search and Recommendations AI solutions to create personalized experiences for consumers across its websites to increase consumer satisfaction and create new cross-selling opportunities, per the release.
"The beauty market is undergoing a significant transition, with heightened consumer expectations, ever-changing trends, and a shift to personalization," Thomas Kurian, CEO, Google Cloud, said in the release. "Our work with the Estee Lauder Companies 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."