The U.S. beauty giant wants its brands to be more visible in AI-driven consumer conversations. The group has partnered with Profound, an AI marketing platform, to monitor and optimize how its brand portfolio appears across leading generative Artificial Intelligence platforms.
As consumers increasingly turn to ChatGPT, Gemini, and other AI assistants to discover products, compare recommendations, and seek personalized beauty advice before a purchase, the partnership is aimed at giving The Estée Lauder Companies a consolidated view of how its brands are represented across major AI platforms worldwide. The group plans to use these insights, along with Profound’s AI tools, to optimize the visibility and presentation of its products.
“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.
The company’s objective is to ensure that AI-generated recommendations align with the positioning and product offerings of its brands.
It is now essential to “understand how brands are represented in AI," highlighted James Cadwallader, CEO and co-founder of Profound.
The partnership reflects what Anne-Cécile Guillemot, CEO of Dynvibe, described to Premium Beauty News earlier this summer as "a new visibility battle" for beauty brands.
As brands shift from traditional SEO (Search Engine Optimization) toward GEO (Generative Engine Optimization), they face what Guillemot describes as "much more complex" challenges, requiring a fundamental rethink of how they build and manage their digital presence.
