L'Oréal is accelerating its use of artificial intelligence across marketing, content creation and consumer discovery as the beauty group adapts to rapid changes in both technology and consumer culture.
Asmita Dubey, chief digital and marketing officer at L'Oréal Groupe, described the current period as a pivotal moment for marketers, with technological and cultural shifts happening simultaneously. The company has been expanding AI across its marketing operations while developing new ways for consumers to discover and interact with its brands.
One part of the strategy is CreAItech, L'Oréal's in-house generative AI content platform. The system integrates models from technology companies and startups including Google, Adobe, NVIDIA, Seedance and OMI to support the production of images, videos, sound and 3D digital twins.
Thousands of users across the group have adopted the platform, according to L'Oréal. It is intended to help marketers create brand assets at scale while retaining human involvement in the creative process.
L'Oréal has also established restrictions around how generative AI is used in advertising. The company says it does not use AI-generated lifelike faces, bodies, hair or skin to demonstrate or enhance product benefits. CreAItech also includes a carbon dioxide estimator designed to give creators information about the environmental impact of generating content.
AI is increasingly being applied beyond creative production. L'Oréal has deployed BETiq, which combines marketer expertise with AI-driven data to optimise advertising and promotional investment across more than 50 beauty engagement touchpoints. The system is designed to inform decisions around marketing effectiveness and media investment.
Consumer discovery is another focus. Beauty Genius, L'Oréal Paris's AI-powered beauty assistant, generated more than 1.1 million conversations in the US, according to the company's 2025 annual reporting. The service provides personalised recommendations and directs consumers towards products.
The group is also responding to the emergence of large language models as another route through which consumers can discover brands and products. L'Oréal has developed a Beauty Knowledge Graph based on its expertise across skincare, haircare, fragrance, makeup and science to support AI-powered consumer services.
That strategy expanded in June when L'Oréal announced a partnership with OpenAI covering consumer journeys, agentic commerce and AI-supported work across research, science and marketing.
Under the collaboration, Maybelline New York plans to bring its ModiFace-powered Makeup Virtual Try-On technology directly to ChatGPT. L'Oréal will also work with OpenAI to improve product discovery within ChatGPT in the US for brands including Lancôme and Kérastase. SkinCeuticals, CeraVe and Garnier are participating in a global ChatGPT advertising pilot.
The partnership will also bring OpenAI models into CreAItech for image and video creation.
Internally, L'Oréal has been widening employee access to generative AI. Its secure L'Oréal GPT tool was being used by more than 60,000 employees, while more than 65,000 employees had received training in AI fundamentals, according to company disclosures.
The developments show L'Oréal extending AI across multiple parts of the marketing chain, from creative production and media investment to product discovery and conversational commerce.
As consumer discovery increasingly moves across social platforms, search engines and AI assistants, L'Oréal's strategy is placing AI alongside human creativity and beauty expertise rather than treating it as a standalone marketing function.