OpenAI’s advertising platform remains a building site, but marketers remain incredibly keen to forge alliances with the generative AI leader.L’Oréal is the latest to strike a deal, this week unveiling a partnership to give it a leg up in product discovery and to use the organization’s latest models in its CreAItech marketing production system. Subsidiary brand Maybelline is also set to develop a virtual “try-on” app to be integrated into ChatGPT itself.
The beauty company made the announcement as its chief digital and marketing officer Asmita Dubey prepared to take the stage at Paris tech conference VivaTech on June 19. Executives from LVMH, Google and Renault also appeared at the conference.
Dubey spoke to Digiday in Paris, atop an expansive conference installation erected by the firm to show off its AI prowess in both the production of marketing materials and cutting-edge beauty products. (The staff in white coats and rows of bubblegum pink wigs evoke, perhaps unintentionally, the Beauty School Dropout scene from Grease).
“We’re both eager to do a foundational partnership,” she said. “We believe we can be more demanding of AI.”
The ChatGPT deal is the latest milestone passed by L’Oréal under Dubey’s guidance. A company veteran of 13 years, her role has been transformed by the emergence of generative AI.
