Beauty retailer L’Oréal has deployed generative AI features from Google’s Imagen 3 and Gemini multimodal models to help streamline its marketing and creative production; the company announced at Google Cloud Next.
Thomas Alves Machado, L’Oréal’s gen AI global content director, said, “Using AI technology is a very big accelerator for marketing teams.”
“Now, it’s easier to bring to life ideas and generate new concepts, create storyboards, or test product pack shots in different universes, to express a clearer vision to internal teams or partners and, therefore, save time and back-and-forth.”
The generative AI tools will be used to develop concepts, storyboards, and designs and to test products in various locations using prompts input by the team.
After users input a prompt, the generative AI machine will create visuals and animated sequences for the products. However, the company stated it will not use the technology to create images of people for marketing purposes.
The new development aims to improve the workflow of product campaigns and streamline the number of tasks.
Antoine Castex, Group Data and AI Enterprise Architect at L’Oréal said, “We can easily customize the imagery for different markets.”
“We can take the same product shot and seamlessly place it in a Japanese garden, on a bustling Parisian street, or any other relevant setting, ensuring the visual resonates with the local audience while staying true to the brand.”
Meanwhile, many companies are using AI tools to enhance their business, with fashion retailer Mango recently adopting an AI-driven software platform to enhance business planning.
Also, Walmart has adopted AI technology to help fashion designers during the research and creative ideation process.
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