Estée Lauder Company (ELC) has announced it is increasing investment in AI technology via its new partnership with tech giant, Microsoft.

As a result of the partnership, the cosmetics giant aims to establish an AI Innovation Lab aimed at enhancing ELC’s product development and customer experience capabilities across 20 of its beauty brands, including MAC, Clinique, and Estée Lauder.

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This involves implementing an internal chatbot across ELC’s portfolio to efficiently utilise customer data, enabling quicker responses to beauty trends and customer demands.

The move will also assist the brand in launching marketing campaigns faster to local, relevant markets.

ELC will leverage Gen AI to bolster its new product development (NPD) capabilities, enabling faster responses to emerging product and ingredient trends, the beauty brand revealed.

ELC EVP of Enterprise Marketing and Chief Data Officer, Jane Lauder, said: “At ELC, technology is always in support of our enduring strengths of high-quality products and high-touch consumer experiences.

“With Microsoft’s generative AI tools and extensive expertise, we are able to leverage ELC’s tremendous data to create more personalised consumer experiences and faster insights to action, resulting in increased speed to market and stronger local relevancy.”

Microsoft Corporate VP, Global Industry Solutions, Shelley Bransten, added: “Generative AI represents a significant opportunity for the beauty industry – creating more engaging customer experiences, getting products into the hands of consumers faster, developing new products more efficiently and sustainably and much more.”