The Estée Lauder Companies (ELC) has joined forces with AI marketing platform Profound to assess how its brands are represented across leading generative AI platforms, while identifying opportunities to enhance their visibility.
The collaboration supports the beauty powerhouse’s push to reinforce its position in AI-driven prestige beauty discovery, becoming the first in the sector to deploy Profound’s capabilities globally across its full portfolio and scale Generative Engine Optimisation (GEO) and AI marketing.
The move also reflects the growing role of AI in consumer discovery, as more shoppers use ChatGPT, Gemini and other AI assistants to discover products, compare recommendations and seek personalised beauty advice before making a purchase.
Under the agreement, ELC will be provided with a unified view of how its brands appear across major AI search platforms globally, along with Profound’s insights and tools to identify opportunities to improve visibility and accuracy.
Using Profound’s agentic tools, it will optimise content at scale across product pages, blogs and YouTube channels, making product information, ingredients, claims and benefits more visible to consumers and easier for large language models to understand and surface.
The Estée Lauder Companies Global Chief Digital & Marketing Officer Aude Gandon said, “The way people discover beauty is being rewritten in real time, and we intend to shape that shift rather than reacting to it.
“This partnership gives every brand in our portfolio the ability to show up distinctly, consistently and accurately wherever our consumers are asking for recommendations.
“Our work with Profound is a natural extension of how we already think about culture, community and commerce working together – and it puts us at the front of an industry-wide transition.”
Profound CEO and Co-founder James Cadwallader added, “The Estée Lauder Companies recognises that understanding how its brands are represented across AI is now essential to serving consumers wherever they choose to discover products and information.
“Through this partnership, the company is now approaching GEO in the way the best marketers approach any platform shift: early, comprehensively, and with real operational commitment.
“Enabling this strategy at scale across an entire prestige beauty portfolio sets a new bar for what enterprise AI visibility strategy looks like in this category.”
ELC noted that the integration of AI representation insights will provide a deeper understanding of how consumers discover its brands across emerging digital channels, helping the company respond to changing consumer needs. ✈
