Data-Driven Beauty and Creativity Realized with ChatGPT

Estée Lauder (ELC) has adopted ChatGPT Enterprise company-wide to respond to increasingly hyper-personalized beauty trends. Through this, the company is focusing on enhancing employee creativity and uncovering consumer insights while securely protecting over 75 years of extensive data.

ELC operates a cross-functional team called GPT Lab to develop business solutions. To date, more than 240 custom GPTs have been integrated into work processes, maximizing efficiency in product development and market analysis.

Key use cases are as follows:

• Fragrance Insights GPT: Analyzes consumer survey data to instantly grasp fragrance trends and preferences.
• Clinical Trial Data GPT: Rapidly extracts product efficacy data from thousands of clinical trial reports.
• Copywriting GPT: Serves as an assistant that supports brand-specific customized content creation.
• Vendor Snapshot Creator GPT: Summarizes key information such as vendor profiles and purchase history.

GPT creation proceeds through a sprint approach. Business users, subject matter experts (SMEs), and technical leads form teams and go through the stages of Design → Prepare → Build & Test → Launch → Pivot & Scale to create real business value.