The Estée Lauder Companies has announced a global partnership with Profound to expand AI visibility across its brand portfolio. The partnership supports the company’s goal of leading AI-native discovery in prestige beauty.
This is going to enable The Estée Lauder Companies to have better visibility with their brands on leading generative AI platforms. They are also going to be able to find ways in which they can enhance their presence on AI platforms.
As such, The Estée Lauder Companies emerges as the first prestige beauty company to adopt Profound worldwide. The Estée Lauder Companies will leverage Profound in its entire brand lineup. Furthermore, it will put into practice Generative Engine Optimization and Artificial Intelligence Marketing.
“The way people discover beauty is being rewritten in real time, and we intend to shape that shift rather than reacting to it,” said Aude Gandon, Global Chief Digital & Marketing Officer, The Estée Lauder Companies. “This partnership gives every brand in our portfolio the ability to show up distinctly, consistently, and accurately wherever our consumers are asking for recommendations. Our work with Profound is a natural extension of how we already think about culture, community, and commerce working together, and it puts us at the front of an industry-wide transition.”
AI assistants such as ChatGPT and Gemini are used by consumers to discover products. They also use the platforms for comparing recommendations and receiving customized advice in their beauty routines. Thus, this collaboration will allow The Estée Lauder Companies to adapt to the new discovery landscape.
Estée Lauder Expands AI-Powered Brand Visibility
This partnership provides visibility into how the company’s brands appear across different AI-powered search platforms. It will identify when AI platforms recommend the company’s brands and highlight areas where further improvements are needed.
In addition, Profound’s agentic tooling will aid in optimizing content on several brand channels. Such channels include product description pages, blogs, and YouTube channels. Further, Profound will be able to use these learnings in creating content at scale. This will make product descriptions easier for large language models to comprehend.
“The Estée Lauder Companies recognizes that understanding how its brands are represented across AI is now essential to serving consumers wherever they choose to discover products and information,” said James Cadwallader, CEO and Co-founder, Profound. “Through this partnership, the company is now approaching GEO in the way the best marketers approach any platform shift: early, comprehensively, and with real operational commitment. Enabling this strategy at scale across an entire prestige beauty portfolio sets a new bar for what enterprise AI visibility strategy looks like in this category.”
The strategy will include ingredients, claims, benefits, and any other product information. Aude Gandon, Global Chief Digital & Marketing Officer at The Estée Lauder Companies, stressed the importance of the partnership. James Cadwallader, CEO & Co-founder at Profound, also mentioned the value of the partnership.
Nigel Morris, Co-Founder and Managing Partner at QED Investors, said: “Almost every frontier AI content company we see is optimizing what already exists. Flam pointed at something else: how much of the content ecosystem is still untouched. That gap is bigger than most people think, and Flam is the first team we’ve seen with the infrastructure to go after it.”
The company will incorporate AI Representation Insights across its One Operating Ecosystem. It can, therefore, gain deeper insight into how consumers meet their brands through new-age digital points of contact. The company will also seek to respond to shifting consumer demands while providing more relevant experiences for them.
“The traction was too exceptional to ignore,” said Sandeep Patil, Partner at QED Investors. “Every major shift in internet content has created new platforms and new winners. What tells us Flam will be one is not just the growth rate but also the pace of their AI research and the partners choosing to build on it.”
Want more marketing excellence stories? Visit MarTech News for insights, trends, and expert updates.
News Source: Businesswire.com
