{"id":83722,"date":"2024-06-18T06:49:08","date_gmt":"2024-06-18T10:49:08","guid":{"rendered":"https:\/\/isarta.com\/news\/?p=83722"},"modified":"2024-08-20T22:57:30","modified_gmt":"2024-08-21T02:57:30","slug":"how-loreal-canada-uses-generative-ai-for-marketing","status":"publish","type":"post","link":"https:\/\/isarta.com\/news\/how-loreal-canada-uses-generative-ai-for-marketing\/","title":{"rendered":"How L\u2019Or\u00e9al Canada Uses Generative AI for Marketing"},"content":{"rendered":"\n<p><strong>In recent years, L\u2019Or\u00e9al has positioned itself as a \u201ctechnology company\u201d rather than a \u201ccosmetics company.\u201d The company uses AI to develop products, create coaching platforms, and fuel internal brainstorming. However, it draws a clear line when it comes to using generative AI to create public-facing advertising content: that\u2019s a no. Marc Dicko, Chief Digital and Marketing Officer at L\u2019Or\u00e9al Canada, explained how the cosmetics giant uses AI in marketing.<\/strong><\/p>\n\n\n\n<p>Since the launch of ChatGPT in November 2021, companies have been racing to find ways to leverage this technology. And L\u2019Or\u00e9al is no exception. The French company is working on various generative AI projects, including an internal one named the Gen AI Content Lab.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>\u201cWe are a company that generates hundreds of thousands of pieces of content per year, product pages, pack shots, and written content,\u201d Marc Dicko explains. \u201cCreativity is one of our three competitive advantages [along with science and technology]. In a way, it\u2019s L\u2019Or\u00e9al\u2019s secret sauce. If we are the number one in beauty today, it\u2019s because we are one of the best marketing companies in the world.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>To support its marketing machine, L\u2019Or\u00e9al has enlisted the help of generative AI by developing an internal platform in partnership with WPP (advertising) and NVIDIA (graphics cards). A virtual agent like ChatGPT, but \u201chomemade.\u201d<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>\u201cWe created a platform specific to L\u2019Or\u00e9al because we want to create AI models specialized in beauty. Ultimately, we can imagine putting 50 years of beauty experience into our model: all the articles we\u2019ve written, our patents, our scientific research; and then, we can ask marketers to connect to it and create their content.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p><strong>A \u201cMoral\u201d Stance<\/strong><\/p>\n\n\n\n<p>The virtual agent is used in a very specific context: for reflection, briefs, and brainstorming.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>\u201cOur marketers have a lot of ideas,\u201d says Marc Dicko. \u201cWhen developing a campaign, we can spend weeks discussing with an agency to explain what we are looking for. Now, we use Gen AI to provide storyboards, mockups, drafts, or visuals for the agency brief.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>Ultimately, L\u2019Or\u00e9al adheres to \u201cone rule\u201d surrounding this tool: not to use it to create content that will be disseminated to the public.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>\u201cFor us, it\u2019s an ethical, even moral, position. L\u2019Or\u00e9al refuses to create AI-generated visual content for the public. We will never use AI to create an image and put it in an advertising campaign or on our websites. Our photos aim to show the effectiveness of our products. So, if we start using fake photos, we enter a marketing hole we don\u2019t want to touch. That\u2019s the limit we set.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>With the current AI hype, it is interesting (and reassuring!) to see a brand setting boundaries on its use of generative AI.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marc Dicko, Chief Digital and Marketing Officer at L\u2019Or\u00e9al Canada, explained how the cosmetics giant uses AI in marketing.<\/p>\n","protected":false},"author":88,"featured_media":83736,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[5],"tags":[90,160,17],"_links":{"self":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts\/83722"}],"collection":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/users\/88"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/comments?post=83722"}],"version-history":[{"count":2,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts\/83722\/revisions"}],"predecessor-version":[{"id":83746,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts\/83722\/revisions\/83746"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/media\/83736"}],"wp:attachment":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/media?parent=83722"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/categories?post=83722"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/tags?post=83722"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}