NEW YORK – The Estée Lauder Companies has entered a global strategic partnership with the AI marketing platform Profound to expand how its brands are represented across generative AI platforms.
The partnership will give Estée Lauder visibility into how brands across its portfolio appear on AI-powered search and answer platforms, including when they are recommended to consumers and where opportunities exist to improve visibility and accuracy.
According to the company, the agreement makes Estée Lauder the first prestige beauty company to deploy Profound’s technology globally across its full brand portfolio and to apply Generative Engine Optimization (GEO) at scale.
The initiative comes as consumers increasingly use platforms such as ChatGPT and Gemini to discover products, compare recommendations, and seek personalized beauty advice before making purchases.
Estée Lauder plans to use Profound’s insights and agentic AI tools to optimize content across product description pages, blogs, YouTube channels, and other digital properties. The effort will focus on making product information, ingredients, claims, and benefits easier for large language models to interpret and surface to consumers.
“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 and marketing officer at The Estée Lauder Companies. “This partnership gives every brand in our portfolio the ability to show up distinctly, consistently, and accurately wherever our consumers are asking for recommendations.”
The company said the partnership will also feed AI-driven representation insights into its One Operating Ecosystem, helping it better understand how consumers encounter its brands across emerging digital channels and how to respond to changing discovery and shopping behavior.
“The Estée Lauder Companies recognizes that understanding how its brands are represented across AI is now essential to serving consumers wherever they choose to discover products and information,” said James Cadwallader, CEO and co-founder of Profound.
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