The Estee Lauder Companies Inc. is utilizing next-generation artificial intelligence (AI) to better understand its customers.
The global cosmetics company is expanding its partnership with Google Cloud to leverage generative AI across its brand sites. Generative AI is based on machine learning (ML) and can create new content and ideas, including conversations, stories, images, videos, and music.
Estee Lauder seeks to perform real-time analysis of consumer sentiment and feedback to enable proactive addressing of consumer concerns, response to external trends, and enhancement of consumer experiences. The company is also developing new generative AI business applications on the Google Cloud Vertex AI platform in an effort to streamline operations and simplify business workflows.
Estee Lauder is building on top of an existing multi-year partnership with Google Cloud in which the company has worked with its development partner Eviden to deploy a data analytics platform across marketing, sales and operations. Using Google Cloud Platform services such as Vertex AI, BigQuery, and Looker, the company has been able to consolidate metrics from more than 20 of its brands into a single environment to better understand consumer intent and tailor customer experiences.
Utilizing the Google Cloud Retail Search and Recommendations AI solutions, Estee Lauder has been creating personalized experiences for consumers across itswebsites to create new cross-selling opportunities and optimize consumer lifetime value.
In addition, Estee Lauder will utilize the Google PaLM 2 large language model (LLM) and is expanding internal use cases for it to more completely understand consumer sentiment on channels such as social media and call center, which it will leverage for efforts such as research and development.
“At The Estée Lauder Companies, 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,” said Gibu Thomas, executive VP online, The Estée Lauder Companies Inc. “By working with Google's generative AI technologies, our data science teams are unlocking new ways to serve our consumers.”
“The beauty retail industry is undergoing a significant transition - consumer expectations, preferences and trends are changing more quickly than ever, and consumers now expect highly personalized experiences with brands” said Thomas Kurian, CEO, Google Cloud. “We’re incredibly proud of the work we’ve already done with ELC in building a foundational data platform that they can now tap into to support powerful generative AI uses and continue elevating the consumer experience.”
The Estée Lauder Companies Inc. sells its products in approximately 150 countries and territories under a variety of brand names.