Are cosmetic products and generative artificial intelligence compatible? Yes, answers L’Oréal. The group illustrated this earlier in the year during CES 2024 by introducing its beauty assistant based on the LLM models: BeautyGenius.
However, the company also makes internal use of generative AI technologies, including Copilot 365 for office applications and Github copilot for software development.
But L’Oréal does not forget marketing professionals either.
More than 20 tested GenAI technologies
On the occasion of the VivaTech fair, the global cosmetics giant formalized the birth of CREAITECH, its Beauty Content Lab, or content production environment based on generative AI tools. Announced goal: “to boost internal content creation for its 37 beauty brands.”
This content production lab or factory therefore has “advanced Gen AI-based tools” dedicated to its marketing teams. Its origin dates back at least eight months. CREAITECH, a contraction of creativity, AI and Tech, operates the WPP-Nvidia engine and several other LLMs.
L’Oréal also states 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 especially 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 “held dozens of workshops with its brands to create more than 1,000 beauty images.”
Custom models of the brand in development
Despite the launch, the research phase is therefore not yet complete. L’Oréal continues to explore generative AI applications and content creation solutions. The group particularly wants to develop custom models or “Brand Custom Models”.
Their specificity: to be “trained in the identification codes of the L’Oréal brands, in order to generate content in accordance with their universe.” In this context, the company conducts training or fine-tuning of the LLM.
“La Roche-Posay and Kérastase were the first to use this customized service in the content creation process,” explains the French actor. Along with these technology initiatives, it trains its marketing teams.
But L’Oréal does not intend to completely internalize content production using generative artificial intelligence. He notes that a partnership has been established with Meta and content creators in this area.
Always human models
In terms of content creation, does L’Oréal set itself up borders ? This was indicated by Béatrice Dautzenberg, global director of Beauty Tech Services, in February. The company specifically excludes the use of virtual models.
“We decided to continue working with people,” despite the significant amount of expenses devoted to photo shoots. Enough to undoubtedly avoid the depiction of people with six fingers Coca-Cola poster broadcast in the Paris Metro.
“What we’ve learned with generative AI is that you need excellent data sets, a very rigorous framework, and above all, you need people.” The human being is presented as the originator of the “most relevant” improvements in technological products, concluded the director of Beauty Tech Services.