The Estée Lauder Companies has partnered with AI marketing platform Profound to track and improve how its brands show up across generative AI platforms like ChatGPT and Gemini. The deal spans Estée Lauder’s entire global portfolio, making it the first prestige beauty player to roll out Profound’s Generative Engine Optimization (GEO) capabilities at this scale.
Through the partnership, Estée Lauder will get a consolidated view of when and how its brands are recommended on AI platforms, and how accurately that information is represented. The insights will feed directly into content work – product pages, blogs, YouTube videos and more – reworked to make ingredients, claims and product benefits easier for large language models to parse and surface correctly.
Aude Gandon, Global Chief Digital & Marketing Officer at Estée Lauder, said the way people discover beauty products is being rewritten in real time, and that the company intends to shape that shift rather than simply react to it. She framed the partnership as a natural extension of how the company already connects culture, community and commerce, positioning it at the front of an industry-wide shift toward AI-led discovery.
James Cadwallader, CEO and co-founder of Profound, said Estée Lauder is treating GEO the way top marketers treat any platform shift – early and at scale – calling the rollout a new benchmark for enterprise AI visibility strategy in the beauty category.
The AI visibility data will also feed into Estée Lauder’s broader One Operating Ecosystem, giving the company a unified view of how consumers discover its brands across emerging digital channels.
