L’Oréal is building generative AI into its marketing – ZDNET

Are beauty products and generative artificial intelligence compatible? Yes, answers L’Oréal. The group illustrated this earlier in the year during CES 2024 with the introduction of its beauty assistant based on the LLM models: BeautyGenius.

However, the company is also deploying internal use of generative AI technologies, including Co-pilot 365 for office applications and Github Copilot for software development.

However, L’Oréal does not forget marketing professions either.

More than 20 GenAI technologies tested

During the VivaTech show, the global beauty giant formalized the birth of CREAITECH, its Beauty Content Lab, or content production environment based on generative AI tools. Announced goal: “to expand internal content creation for its 37 beauty brands.”

Therefore, this content lab or factory has “advanced tools based on Gen AI” for its marketing teams. Its creation dates back at least eight months. CREAITECH, a contraction of creativity, AI and Tech, runs the WPP-Nvidia engine and several other LLMs.

L’Oréal also specifies that it uses other artificial intelligence models and distribution partners for its content. And if the brand uses the term laboratory to describe its latest initiative, it is mainly because it fulfills more than just a manufacturing mission.

It is also a space for experimentation. L’Oréal says it has tested more than 20 GenAI technologies in recent months and “conducted dozens of workshops with its brands to create more than 1,000 beauty images.”

Own brand models in development

So, despite the launch, the exploratory phase is not yet complete. L’Oréal continues to explore generative applications and artificial intelligence solutions for content creation. In particular, the group wishes to develop bespoke models or “custom brand models”.

Their specificity: to be “trained in the identification codes of the L’Oréal brands to generate content consistent with their universe”. In this context, the company conducts LLM training or fine-tuning.

“La Roche-Posay and Kérastase are the first to use this tailor-made service in their content creation process,” explains the French actor. Alongside these technology initiatives, they are training their marketing teams.

But L’Oréal has no intention of completely internalizing content production using generative artificial intelligence. It states that it has partnered with Meta and content creators in this area.

Always human patterns

When it comes to content creation, L’Oréal stands on its own limits ? Béatrice Dautzenberg, global director of Beauty Tech Services, hinted at this in February. In particular, the company excludes the use of virtual models.

“We decided to continue working with people”, despite the significant amount of expenditure devoted to filming. Enough to undoubtedly avoid depicting people with six fingers Coca-Cola poster broadcasting in the Paris Metro.

“What we’ve learned with generative AI is that you need excellent datasets, a very rigorous framework, and above all, you need people.” The human being is presented as the originator of the “most relevant” improvements in technical products, concluded the director of Beauty Tech Services.

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