Cosmetics company L’Oréal has partnered with IBM to personalise products to customers using generative AI.
The company said its 4000 researchers will use IBM’s generative AI technology to develop new and existing products to make them more personalised to customers needs.
The global cosmetics brand said it seeks to utilise AI typically used in chemistry to redesign formulas and test how the tech can optimise production scale-up.
“As part of our digital transformation programme, this partnership will extend the speed and scale of our innovation and reformulation pipeline, with products always reaching higher standards of inclusivity, sustainability, and personalisation,” said Stéphane Ortiz, head of innovation métiers and product development at L’Oréal research and innovation.
L’Oréal claims this innovation will make its products more sustainable and contribute towards meeting goals of having mostly renewable products by 2030.
How L’Oreal Is Using AI For Product Personalisation
L’Oréal has made the personalisation of its cosmetics a focus of its product and marketing strategy. The company recently partnered with Korean startup NanoEnTek to create the L’Oréal Cell Bioprint, a device that can give customers a personalised skin analysis so they can pick products that suit their specific needs.
IBM said the AI used in its collaboration with L’Oréal will take vast amounts of the company’s data to primarily speed up tasks – including ideating new products, coming up with more sustainable formulas for new cosmetics, and optimising production processes.
The computing company said its AI foundation model has been created to help the cosmetics company “to reach extra performance and consumer satisfaction in every cosmetic category and every region of the world.”
Foundation models are AI models trained on large sets of raw, unlabelled data – generally with unsupervised learning – and are capable of performing a variety of tasks.
