The Estée Lauder Companies (ELC) is partnering with OpenAI to leverage AI insights across its diverse portfolio of brands, which includes Estée Lauder, Clinique, La Mer, Bobbi Brown Cosmetics, and Aveda.

This collaboration builds on ELC's earlier partnership with Microsoft to establish an AI Innovation Lab, aimed at enhancing consumer engagement and market responsiveness.

The AI Innovation Lab is designed to position both ELC and OpenAI as leaders in transforming the beauty industry through generative AI.

ELC has already integrated ChatGPT into its operations, developing over 240 custom GPTs that assist employees in focusing on product development and marketing aligned with emerging beauty trends.

The adoption of ChatGPT Enterprise is intended to enhance employee creativity and insights, according to statements from OpenAI.

Jane Lauder, ELC’s chief data officer, expressed enthusiasm for the partnership, noting that AI will enable ELC to deliver superior products at a larger scale while minimizing low-value tasks for employees.

She also emphasized the importance of an enterprise version of ChatGPT to safeguard over 75 years of valuable data.

Yuan Zhan, director of ELC’s fragrance foresight team, highlighted the capabilities of the Fragrance GPT, which allows for complex data inquiries in simple English, significantly speeding up data analysis.

One notable application of this technology is the 'Fragrance Insights GPT,' which helps the Fragrance Foresight team analyze consumer survey data to identify trends and preferences for product design.

Another innovative tool, the 'Clinical Trial Data GPT,' quickly extracts insights on skincare product effectiveness from numerous clinical trial reports using simple queries.

Additional custom GPTs include a Copywriting GPT for creating brand-aligned content and a Vendor Snapshot Creator GPT that compiles essential vendor insights.

Overall, ELC's implementation of custom GPTs across its brands aims to enhance AI-driven insights and creative processes.