What: Estée Lauder is integrating OpenAI’s ChatGPT across its entire portfolio, including brands like Clinique, La Mer, and Bobbi Brown, to enhance product development and business operations.

Why it is important: This AI-driven transformation allows Estée Lauder to leverage decades of data more efficiently, speeding up product launches and improving customer experiences. Department stores will benefit from quicker access to innovative products and enhanced marketing strategies, making them more competitive in the fast-paced beauty market.

Estée Lauder is partnering with OpenAI to deploy ChatGPT across all its brands, marking a significant step in the beauty industry’s integration of artificial intelligence. The company has developed over 240 custom GPTs that streamline various processes, from analysing clinical trial data to generating consumer insights. This AI initiative accelerates product development, reduces manual tasks, and enhances marketing efforts. For department stores, this means faster access to new products and improved customer engagement strategies. The use of AI allows Estée Lauder to act more nimbly, akin to a start-up, while capitalising on its 75 years of data. This move reflects a broader trend where legacy beauty brands are restructuring around technological innovations like AI.

ChatGPT powers Estée Lauder’s next wave of beauty innovation